Patagonia, a premium apparel brand shocked the world with news of their novel move on sharing their ownership. Patagonia can be considered as a ‘brand built with love for nature and exceptional quality that uplifts humanity’s relationship with nature. The brand was founded by Yvon Chouinard in 1973.
Yvon Chouinard announced their brand new decision of 3 Billion worth ownership to give to Earth in September 2022. As they go against the norms of business, no imitators would ever try for what Patagonia has done. Their business aims at saving the home planet. Yvon Chouinard says that purpose can never be considered as a strategy. For long years Patagonia used “We will build the best product, cause no unnecessary harm and use business to inspire”. And now they have entered into the mission to “be in business to save our home planet.”
The new policy Patagonia takes on their brand literally surprised the whole world. As it says that they consider earth as their shareholder in future. Their concern over the planet really has got something to throw a spark of thought around. In spite of the profit they could gain they led their idea on this and took an effort to enlighten the world on Black Friday conveying a message through an ad in New York Times by asking people to buy less. In this competitive world it’s so infrequent to see one brand holding up such remarkable impressions of this kind.
As they believe that the environmental interests are entangled with the culture, Patagonia stands with the idea of hiring people with the same concern as their firm has. They also cling to the decision of not selling their products to the companies who do not share their purpose of saving the planet. Wall Street and Silicon Valley belong to this list.