Patagonia: “We’re in business to save the planet.”

In December of 2018 Patagonia updated its raison d’être:

Is this feasible? Can Patagonia really “use business to protect nature”?

What concrete actions is Patagonia taking to prove this isn’t just lip-service?


(1) Patagonia’s Trump-tax-cut went to Planet Earth.

(2) Patagonia is a B-Corp. Certified B Corporations are a new kind of business that balances purpose and profit. They are legally required to consider the impact of their decisions on their workers, customers, suppliers, community, and the environment. That’s a clear sign of intent.

(3) They sued the Trump administration to protect our public lands. They are actively involved in protecting Bears Ears National Monument.

(4) Founder Yvon Chouinard has famously said: “The accepted model of capitalism, which necessitates endless growth and deserves the blame for the destruction of nature, must be displaced.” That statement is supported by Patagonia’s now infamous “Don’t buy this jacket” advert in the New York Times in 2011. Its “worn wear” initiative speaks volumes for this mindset.

(5) Two words: regenerative agriculture:

Who’s next? Is your company ready to take on the challenge? What actions will you take?

For more on Patagonia, see this article from Fast Company.