A purpose brand that I am sure many of us have heard of is Patagonia. Patagonia continues to pave the way for brand purpose and authenticity through their unwavering commitment to the community and the environment.

Since 1985, Patagonia has pledged 1% of sales to the preservation and restoration of the environment. They have awarded over $140 million in cash and in-kind donations to domestic and international grassroots environmental groups making a difference in their local communities. AND, in 2002, founder Yvon Chouinard and Craig Mathews (owner of Blue Ribbon Flies), started a non-profit corporation dedicated to encouraging other businesses to join their cause!

“We are in business to save the planet.”

When you buy from Patagonia, they assure you that their products have been created with less energy, less water waste, and less trash.

Despite this promise, Patagonia continues to push their purpose one step further.

In June 2020, Patagonia stopped all paid advertising on Facebook platforms as a way to boycott against the continued spread of hate speech, and misinformation about climate change and democracy. Yesterday, Patagonia commented that they continue to stand by that boycott even 16 months later!

Admittedly, this decision has affected not only their business, but the environmental non-profits that they support. Although… Patagonia has stayed true to their word! They full-heartedly believe that Facebook holds the responsibility to ensure that their platforms cause no harm.

Until Patagonia see’s accountability and significant change come from Facebook’s leadership, Patagonia will continue to refuse doing business on any of their platforms.

“We encourage other businesses to join us in pushing Facebook to prioritize people and the planet over profit,” – Ryan Gellert, CEO, Patagonia.

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