Happy Friday! Today’s huge news is that Patagonia founder, Yvon Chouinard, announced this week a change in how profits from Patagonia will be used going forward. It is, without being hyperbolic, absolutely world and game-changing.
Chouinard announced that going forward, he and his family, have turned ownership of the brand to a non-profit and trust whose purpose is to fight for environmental based causes. Funding comes from annual profits that Patagonia has.
The announcement was posted on Patagonia’s website, and as of this post being published, still is. Further information is available at their new “ownership” page.
You can read the letter in its entirety below.
This statement, this action, and this approach is wildly new in terms of a philanthropic approach. And, it’s inspiring. To me personally, and I hope to many others.
There are of course voices that don’t find this as amazing, or choose to frame it in a lens of skepticism. A common theme of these debates seem to be: “capitalism won’t save us!” or “we can’t depend on billionaires to save us” and I do agree with those statements.
I agree that we can’t rely upon those with means to save us and our planet. We do have to make meaningful change at every level. In our homes, to our city, our county, our state, our country, and each continent. And while those impacts at home may not seem like they make a difference sometimes, the fact that you’ve chosen to take action is important. It DOES matter.
So, to the detractors who are focused on their perception of Chouinard’s choice, and the “we can’t rely on the wealthy!” argument, I ask this.
Why focus on that? Why not choose to be grateful that someone, who has more financial comforts than they need, takes a brand that has shown its intentions clearly for decades, advance its stance on climate change and sustainability?
Inspiration starts with a spark, and when that spark is a person who takes unprecedented action, it can grow and create a beacon to lead us from the dark.
Patagonia has been highlighted by Choosing Eco before. They’ve made measured impacts on how their brand uses materials, where they reinvest, how they give back, and they’ve done it all publicly. “Activism” is the second link, next to “Shop”, on their website header menu.
As someone who has worked extensively within communications, marketing, and PR, professionally - I have a developed eye to recognize clever plays by a brand to greenwash an action in the names of goodwill optics for their image.
I can tell you that this is not what Patagonia has done. With decades of precedent, Patagonia has already walked the talk. Now, they’re choosing to lead the walk.
I, for one, look forward to watching Patagonia make their impact felt, and continue to transparently share the results of those choices.
Thank you, Yvon Chouinard, and thank you Patagonia.
“Choosing to lead the walk” - love it!