More than just a jacket: The Patagonia ethos

When you think of Patagonia, you probably picture high-quality outdoor gear built to withstand the elements. But Patagonia isn’t just about selling jackets. Since its founding in 1973, the company has prioritised sustainability over profits, making it one of the most purpose-driven brands in the world.

While many companies talk about corporate social responsibility, Patagonia backs up its words with bold, industry-defining actions. Let’s explore how this outdoor brand became a global leader in ethical business, and what other companies can learn from them.

The “Don’t Buy This Jacket” campaign: A lesson in anti-consumerism

In 2011, Patagonia made a move that shocked the retail industry. On Black Friday, one of the biggest shopping days of the year, they ran a full-page ad in The New York Times with a simple yet radical message:

"Don’t Buy This Jacket."

Yes, a clothing company literally told people not to buy its products. Why? To encourage conscious consumption. The ad explained the environmental cost of making their best-selling jacket, urging people to buy only what they truly need.

This campaign wasn’t a stunt - it was a wake-up call. Patagonia wanted customers to rethink the fast fashion mindset and embrace sustainability. The result? Instead of losing sales, Patagonia gained more customer loyalty than ever.

Key takeaway for businesses: Authenticity wins. Patagonia didn’t just say they cared about the planet - they proved it, even at the risk of reducing sales. And that honesty paid off.

Putting profits where their purpose is

It’s easy for brands to slap a “sustainable” label on their products, but Patagonia goes further. Here’s how they back up their environmental commitments with real action:

• 1% for the planet: Since 1985, Patagonia has donated 1% of total sales (not just profits) to grassroot environmental groups. This adds up to over $140 million donated so far.
• Worn wear initiative: Encourages customers to repair, recycle, and buy second-hand Patagonia gear instead of always purchasing new.
• Fair trade & ethical sourcing: They prioritise using recycled materials and ensuring fair wages in their supply chain.

Key takeaway for businesses: Sustainability isn’t just about marketing - it has to be baked into your business model.

The ultimate move: Giving away the company

Perhaps the most groundbreaking moment in Patagonia’s history came in 2022, when founder Yvon Chouinard made an unprecedented decision:

He gave the company away.

Instead of selling Patagonia or taking it public, Chouinard transferred ownership to a nonprofit trust dedicated to fighting climate change. Now, all of Patagonia’s profits (roughly $100 million a year) are used to protect the planet.

In a world where billionaires often chase personal wealth, this move was radically different, and it cemented Patagonia’s reputation as the gold standard of ethical business.

Key takeaway for businesses: If you truly believe in a mission, commit to it fully, even when it means sacrificing profits.

Why Patagonia stands out in a sea of greenwashing

Many brands claim to care about sustainability, but greenwashing is rampant.

Companies might:

• Launch an “eco-friendly” product while continuing wasteful practices.
• Offset emissions but fail to reduce their carbon footprint.
• Use buzzwords like “sustainable” with no real transparency.

Patagonia, on the other hand, walks the talk. Their entire business is built around sustainability, not just sprinkled with green marketing...

What businesses can learn from Patagonia

In a world where corporate responsibility often feels performative, Patagonia is the real deal. They don’t just talk about change; they truly make it happen.

Even if you’re not in the outdoor industry, there are valuable lessons in Patagonia’s approach:

• Authenticity matters: Customers can tell when a brand is genuine vs. when it’s just capitalising on trends.
• Sustainability should be actionable: Small steps, like offering repairs or using ethical materials, can make a big impact.
• Purpose-driven brands win loyalty: People want to support companies that align with their values.

Patagonia proves that business can be a force for good and still be incredibly successful. It’s time for more brands to follow suit.