The outdoors retailer already donates 1% of its daily global sales to environmental organizations since 1985, amounting to $7.1 million in its latest fiscal year. But this year, it announced that it would donate all of its Black Friday sales toward grassroots environmental groups. And obviously customers bought into the concept.
— Patagonia (@patagonia) November 27, 2016
“The enormous love our customers showed to the planet on Black Friday enables us to give every penny to hundreds of grassroots environmental organizations working around the world,” wrote Patagonia president and CEO Rose Marcario, in a blog post.
Patagonia will give the monies to more than 800 grassroots environmental organizations. Corley Kenna, Patagonia spokeswoman, told The Huffington Post the idea came from an internal brainstorming session post-US presidential election. “We felt that these were issues that united us and I think this is a demonstration that people agree,” Kenna said. “Our customers agree.”
— Patagonia (@patagonia) November 28, 2016
“The science is telling us loud and clear: We have a problem,” added Marcario. “By getting active in communities, we can raise our voices to defend policies and regulations that will protect wild places and wildlife, reduce carbon emissions, build a modern energy economy based on investment in renewables, and, most crucially, ensure the United States remains fully committed to the vital goals set forth in the Paris Agreement on climate change.”
Wearing a producer’s hat, Patagonia teamed with the Alaska Wilderness League on a short film to raise awareness of the threat of Big Oil and industrial development through the story of two Gwich’in women fighting for their ancestral home and the survival of migrating wild animals.
“We can be a little more irreverent, a little more provocative, not shying away from voicing our displeasure or opinion on a matter, when I actually think we need to scream it,” said Cory Bayers, Patagonia VP Marketing, in Fast Company. “If we’re talking about change, we need to be yelling more about it in certain areas, doubling down on some stances, but also being inclusive. Yelling about an issue doesn’t mean we can’t be inclusive to a wide variety of people, rallying them to the cause.”
— Patagonia (@patagonia) November 29, 2016