The project’s primary goal is to create a responsible business model that encourages companies to contribute to environmental restoration. Since its founding, it has inspired more than 5,000 businesses worldwide to join the network.

• 98% of non-voting shares were transferred to the Holdfast Collective, a nonprofit that receives all profits not reinvested in the business (approx. $100 million/year) to fund environmental action.

• 2% of voting shares were transferred to the Patagonia Purpose Trust, which protects the company’s values and mission.

  
  

This radical move is encapsulated in their bold statement: “Earth is now our only shareholder.”

• Action: Invested over $140 million in environmental projects such as forest conservation, ocean protection, climate change mitigation, and plastic reduction.

• Impact: Provided stable, large-scale funding for environmental groups, which often face financial shortages.

• Success: Created a global funding mechanism and helped redefine CSR as a standard practice in modern business.

👥 People:

• Action: Supports community-based organisations, Indigenous groups, and initiatives focusing on environmental justice.

• Impact: Empowers vulnerable communities affected by the climate crisis, giving them stronger voices and influence.

• Success: Bridges CSR with social equity, helping shape a more inclusive sustainability agenda.

💰 Profit:

• Action: Patagonia maintains this 1% donation commitment regardless of market volatility.

• Impact: Earned consumer trust and strengthened the brand’s authentic and ethical image.

• Success: Promoted long-term brand loyalty and sustainable business growth without compromising core values.

• Action: Commits to donating around $100 million per year to climate action, ecosystem restoration, and land conservation.

• Impact: Provides long-term, mission-driven, and unrestricted environmental funding.

• Success: Seen as one of a business's boldest and most radical acts to protect the planet.

👥 People:

• Action: Prioritises funding to marginalised and Indigenous communities disproportionately impacted by environmental degradation.

• Impact: Fosters environmental justice and restores agency to vulnerable populations.

• Success: Recognised as a global example of how corporations can centre community voices in climate action.

💰 Profit:

• Action: Does not aim to maximise shareholder profit – instead, 100% of profits are reinvested in the planet.

• Impact: Patagonia remains financially stable while aligning business operations with long-term values.

• Success: Pioneered a new model where profit serves purpose, challenging traditional capitalist structures.

Through bold, mission-driven financial decisions, they have restructured their entire business to serve the planet.

Their commitment to donating 1% of annual revenue and transferring 100% ownership to a nonprofit and mission trust is not just about philanthropy.

It is a statement of identity, one that aligns the brand’s core with environmental stewardship. As Patagonia declared:
"Earth is now our only shareholder."

In doing so, Patagonia redefines what it means to be a responsible business. It doesn’t just integrate sustainability — it places the planet at the centre of its corporate purpose.

Patagonia is not only a brand for the Earth; it is a business in service of the Earth

Why did Yvon Chouinard start Patagonia?

Yvon Chouinard started Patagonia in 1973 because he was passionate about climbing and the natural world. He wanted to build a company that made top-quality climbing gear without harming the environment. He believed that business could be a force for good, supporting environmental protection instead of causing damage.

• 1% for the Planet: Patagonia donates 1% of its sales to environmental groups around the world every year.

• Environmental Activism: The company actively supports grassroots environmental campaigns and has even sued the U.S. government to protect national parks.

• Sustainable Materials: Patagonia uses recycled and organic materials, invests in fair labor practices, and designs its products to last (encouraging repairs over replacement).

• Worn Wear Program: A program that repairs and resells used gear to reduce waste and promote a circular economy.