For the past 45 years, Patagonia has been a business at the cutting edge of environmental activism, sustainable supply chains, and advocacy for public lands and the outdoors. Its mission has long been “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” In just the last few years alone, the company has expanded its used clothing program, amped up its investment in sustainable startups, launched an activist hub to connect its customer base directly with grassroots environmental organizations, and taken the Trump administration to court over its public lands policy. And just last month, CEO Rose Marcario announced it was giving back $10 million in tax cuts to grassroots environmental organizations. But for Yvon Chouinard, that’s not enough. So this week, the 80-year-old company founder and Marcario informed employees that the company’s mission statement has changed to something more direct, urgent, and crystal clear: “Patagonia is in business to save our home planet.” In an exclusive interview with Fast Company , Chouinard says the shift in mission may sound trivial–obviously those ubiquitous fleeces aren’t going anywhere–but it’s actually fundamental to almost every aspect of the company. The key is […]

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