Hurley v.s. Quiksilver

In a world of widespread CSR practices, purchasing decisions by consumers can be driven as much by emotions as they can by economics. At the same time, consumers increasingly rate these companies based on how well they integrate “sustainable concepts” with their products and services.

This is where Branding for Good would like to introduce our audience to the very first edition of Battle of the Brands featuring Hurley and Quiksilver. Both companies offer similar services and products. Yet they each take a very different approach when it comes to being sustainable.

In 2008, Hurley began its H2O initiative with one clear purpose – to provide clean water for everyone. Since then they have partnered with a range of great organizations and individuals such as Jon Rose from Waves for Water and Evan Marks from the Ecology Center. Hurley also has an H2O clothing line, with all profits supporting the H2O initiative.

Hurley’s partnership with Waves for Waves, for example, focuses on a program called Clean Water Couriers. Surfers travel to developing countries with DIY filtration systems and help local villagers find sustainable water sources for all community members.

Meanwhile, their partnership with the Ecology Center raises awareness of water usage. In 2010, the Ecology Center ran an interactive exhibition called “Splash! How Good Water Works” that highlighted how the average Southern Californian uses more than 1,800 gallons of water every day.

Where Hurley looks outside the company for CSR partnerships, Quiksilver works from within.

Through their Quiksilver Foundation, they are launching their Green month this June, with their new pen called the ‘B2P’ (Bottle to Pen) made from recycled PET. They’ll also donate a portion of their Boardshort series, made in part with recycled PET, to the 5 gyres organization.

Their CSR list doesn’t stop there. The Quiksilver Foundation supports a French farming coop called Garro Domain, while also giving money to the Kuta Beach Sea Turtle Conservation. What’s more, they have a line of recycled bags line and are working with Coeur De Forêt to complete the latter’s Water Guardians project.

So which company has been most successful in integrating their brand with sustainability? And which one is the better overall example of sustainability?

Roger Brenninkmeyer, head of Branding For Good, gave these questions a lot of thought:

From a sustainability point-of-view, I think the winner should be Quiksilver. Why? Because they are integrating sustainability right into their supply chain in a much more “triple-bottom-line” approach than Hurley appears to be doing. They implemented ISO 14,001 in many other initiatives to align their sustainability goals with their brands.

For Quiksilver, it appears that sustainability is more an aspect of what a company should do rather than what they brag about. All their great initiatives are detailed in their Foundation called the Quiksilver & Roxy Initiative. Quiksilver, please show the world your good!

From a branding perspective, Quiksilver could learn from Hurley. Here’s a company that proudly associates itself with a focus on water. It’s such a great parallel to their brand – built on the surf. They integrate their customers right from the moment you click on their website from how to donate water to how to courier it to third world countries. This client-focused approach is appealing because they can partner with non-profits yet keep their focus on their core business.

However, I’m left wondering whether they consider sustainability in the production of their clothing, their workforce or their communities. Despite my respect for their focus on water, I have yet to be convinced this isn’t a green wash of sorts.

In your opinion, who seems to be the victor here – Hurley or Quiksilver?

Or are they both equally as good in your opinion?

Let us know in the comment section below.

Both companies will be at Sustainable Brands ’12 Conference speaking about their respective sustainability platforms. The SB’12 conference runs from June 4 – 7 in San Diego, bringing together over 1,000 Sustainability, Brand and Innovation Leaders to share insights and strategies for better understanding the shift in consumer demand and behavior that is driving the need for radical innovation.