Étape 1 / 4 - Compréhension écrite

Reading Comprehension

Based on the Patagonia article from Découvrir. Answer in English.

1 What is Patagonia's official mission statement?

A "Quality outdoor products for the modern adventurer."
B "We're in business to save our home planet."
C "Build the best product, cause no unnecessary harm."
D "Protecting the environment through responsible business."

2 True or False - then justify in one sentence.

True / False

"Patagonia encourages customers to buy as many products as possible in order to grow its revenue."

False. Patagonia actually encourages customers to buy less and to repair or reuse their products. Their "Worn Wear" programme and their famous "Don't Buy This Jacket" campaign are clear examples of this anti-overconsumption philosophy.

3 What does the "Worn Wear" programme consist of? (2-3 sentences)

Model answer: The Worn Wear programme allows customers to return their used Patagonia clothing so that it can be repaired and resold at a lower price. This initiative aims to extend the lifespan of garments and reduce textile waste. It reflects Patagonia's belief that repairing and reusing is always better for the planet than buying new.

4 How does Patagonia ensure transparency about its production process?

Model answer: Patagonia ensures transparency through its "Footprint Chronicles", an online tool that allows customers to trace the supply chain of each product. The company publishes detailed information about the environmental and social impact of its manufacturing, including where materials come from and how workers are treated.

5 In your own words, explain why Patagonia's corporate identity goes beyond its visual identity.

Model answer: While Patagonia has a recognisable logo and visual style, its corporate identity is rooted in deeply held values: environmental activism, anti-consumerism, and social responsibility. These values shape every business decision, from the materials used to the causes the company supports. Corporate identity, in this sense, is about what a company stands for - not just how it looks.
Étape 2 / 4 - Grammaire

Grammar Spotlight - The Passive Voice

Observe → Comprends → Applique.

Observe

These sentences come directly from the Patagonia article. What do you notice about the verb forms?

All cotton used in Patagonia products is certified organic.
Garments are designed to last a lifetime, not a season.
1% of all sales is donated to environmental causes.
Every supply chain is documented through the Footprint Chronicles.
The subject of each sentence receives the action rather than performing it. This is the passive voice - very common in formal, business, and scientific writing in English.

The Rule

Formation

The passive is formed with to be (conjugated to the correct tense) + past participle.

Subject + be (conjugated) + past participle  [+ by + agent]

The agent (who/what performs the action) is optional - introduced by "by". Omit it when the agent is unknown, obvious, or unimportant.

Tense Active Passive
Present simple They donate 1%. 1% is donated.
Past simple They founded the brand. The brand was founded.
Present perfect They have launched a new line. A new line has been launched.
Future (will) They will publish the report. The report will be published.

Exercice A - Active → Passive

Rewrite in the passive voice. Omit the agent if it adds no useful information.

Present simple

Active: Patagonia donates 1% of all its sales to environmental causes.

✓ 1% of all Patagonia's sales is donated to environmental causes.
Past simple

Active: Yvon Chouinard founded Patagonia in 1973 in California.

✓ Patagonia was founded in 1973 in California (by Yvon Chouinard).
Present perfect

Active: The company has designed all products to resist heavy use.

✓ All products have been designed to resist heavy use.
Future

Active: Patagonia will publish its annual environmental impact report next month.

✓ The annual environmental impact report will be published next month (by Patagonia).

Exercice B - Gap-fill

Complete each sentence with the correct passive form of the verb in brackets.

The Worn Wear programme _______ (launch) in 2013 to encourage customers to repair their garments.

✓ was launched - past simple passive (one-off event at a specific moment in the past).

Every product in the range _______ (make) from recycled or organic materials.

✓ is made - present simple passive (permanent fact / general truth).

Since 1986, millions of dollars _______ (donate) to grassroots environmental organisations.

✓ have been donated - present perfect passive (action started in the past and still relevant today).
Étape 3 / 4 - Vocabulaire

Lexis in Action

Match, classify, and use the key vocabulary from this chapter.

A Matching - Term → Definition

Match each term with the correct definition using the dropdown. Each definition is used once.

brand values
mission statement
corporate identity
stakeholder
transparency
sustainability

B Gap-fill - Complete the sentences

mission statement tagline stakeholders sustainability brand values corporate identity transparency logo

1. Patagonia's __________ - "We're in business to save our home planet" - clearly communicates what the company stands for.

2. Nike's __________ "Just Do It" has been used for over 35 years and is instantly recognisable worldwide.

3. Patagonia communicates openly with all its __________ - customers, suppliers, employees, and investors alike.

4. The company's commitment to __________ means designing products that last and using materials that minimise environmental harm.

1. mission statement  ·  2. tagline  ·  3. stakeholders  ·  4. sustainability
Étape 4 / 4 - Production guidée

Guided Writing Task

Mobilise everything you've learnt to describe a real brand's corporate identity.

Your Task

Choose a brand you know well (Apple, Zara, IKEA, Adidas, Ben & Jerry's…). Write 80-100 words in English to describe its corporate identity. Focus on its values, mission, and how it communicates with its audience - not just its logo.

Sentence Starters (optional support)

[Brand name] is a company that…
Its brand values include… / Its core value is…
The company's mission statement states that…
Unlike other brands in the industry, it…
Its corporate identity is reflected in… / can be seen in…
As a result, its customers feel… / its stakeholders perceive it as…

Word Bank

brand values corporate identity mission statement visual identity tagline stakeholders transparency sustainability commitment is known for is associated with aims to is certified is designed to is committed to

Your Writing

Brand chosen: - 0 / 100 words

Self-evaluation Checklist

Tick each box once you're satisfied.

Model answer - IKEA

IKEA is a Swedish company that is known for making well-designed, affordable furniture accessible to everyone. Its mission statement - "to create a better everyday life for the many people" - is reflected in every aspect of its corporate identity. The brand's core values include simplicity, cost-consciousness, and sustainability. All products are designed to be flat-packed and easy to assemble, which reduces transport costs and waste. IKEA is also committed to using only renewable and recycled materials by 2030. Its stakeholders, from suppliers to customers, are expected to share these environmental commitments.

Passer à Appliquer