Exclusive: Patagonia founder Yvon Chouinard talks about the sustainability myth, the problem with Amazon—and why it’s not too late to save the planet

“You want the truth? It’s hopeless. It’s completely hopeless.” That’s what Patagonia founder and chairman Yvon Chouinard told the L.A. Times about the plight of the earth amid climate change. In 1994. Regardless, Chouinard and his company have spent decades—and millions of dollars—fighting for environmental causes around the world while investing in more sustainable business practices. What’s more, Patagonia has embraced and promoted the B Corporation movement, while Chouinard led such efforts as 1% for the Planet, a collective of companies that pledged to donate 1% of sales to environmental groups and has raised more than $225 million since 2002. Meanwhile, over the past 46 years, Patagonia has become a billion-dollar global brand, making it the ultimate do-good-and-do-well company. But Chouinard remains unsatisfied. The 81-year-old is more focused than ever on demonstrating, by Patagonia’s example, the lengths a company can go to protect the planet. During a break from fishing near his Wyoming home, Chouinard is both passionate and wry in discussing his business philosophy, what we get wrong about sustainability, why he’s so excited about regenerative agriculture, and Patagonia’s rising political machine. Fast Company: How do we cope with the idea that to be in business means we […]

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