Patagonia Book The Future of the Responsible Company

Simple yet effective advice for rethinking the structure of businesses at a time when traditional capitalism no longer works for people and the planet.

Vincent Stanley, director of philosophy at Patagonia, and Yvon Chouinard, founder and former owner of Patagonia, draw on 50 years of experience at Patagonia to urge all business leaders and executives to rethink their operations in this era of cultural and climate chaos.
Patagonia is known for its innovative environmental and social practices as much as for the quality of its clothing. In 2022, the Chouinard family sold their company, converting ownership into a simple structure of trusts and non-profit organisations, so that all profits can be used to protect our planet and reverse the climate chaos. Vincent Stanley and Yvon Chouinard detail the step-by-step process, including mistakes, that allowed the company to grow responsibly and sustainably. The aim is to encourage other businesses, whether a multinational like Wal-Mart or a local artisan, to do the same.
The authors describe the current impact of manufacturing, trade, and traditional capitalism on natural environmental systems and human communities, and how it forces companies to change their methods. The Future of the Responsible Company explains to businesses how to reduce the harm they cause, improve the quality of their operations, and offer the kind of interesting jobs that everyone is looking for. It concludes with specific, practical steps that any business can take, along with guidance on what to do next.
This book shows businesses how to find their way amid the current economic changes and how to act to slow down ecological collapse: reduce their ecological footprint (and its astronomical cost), produce useful lasting products, deepen their understanding of their own business and manufacturing chain to fully advance it, and gain the necessary trust by treating their employees, customers, and communities with care and respect. It also highlights the threats faced by traditional capitalism and the reasons behind the decisions made by the owners of Patagonia to ensure that the company will exist and still have an impact in 100 years. This guide is complemented by an overview of the new business structure of Patagonia, The Patagonia Purpose Trust, and The Holdfast Collective.

• Employee of Patagonia since its founding in 1973, Vincent Stanley has held key roles for many years as sales or marketing director. Less officially, he has long been the storytelling director at Patagonia. Vincent Stanley contributed to the development of The Footprint Chronicles (now Footprint), the company's interactive website that outlines the social and environmental impact of its products, Worn Wear, and Patagonia Books. He is currently the chief philosopher of the company and a resident researcher at the Yale Center for Business and Environment. Also a poet, his works have been published in Best American Poetry. He and his wife, writer Nora Gallagher, live in Santa Barbara, California, and Brooksville, Maine.

• About the authors

  In 1973, Yvon Chouinard founded Patagonia, a mission-driven company known for its quality clothing and commitment to finding solutions to the environmental crisis. The company was almost 50 years old when he decided it was time to improve it. In September 2022, Yvon Chouinard and his family made a historic announcement: they adopted a purpose-driven ownership model, locking in the company's values and dedicating surplus profits to nature protection. Since 1957, Yvon Chouinard and his family have lived in California and Wyoming.

• Recommendation

  One thing is certain: if he could, the future would invest in Patagonia, work for it, and buy its products. - John Elkington, author of Green Swans The Coming Boom in Regenerative Capitalism:

• Recommendation

  A true treasure trove of clear and practical explanations and advice, presenting the deep thinking behind potential solutions for doing business while working for the good of the planet and everyone. - Kate Williams, CEO of 1% for the Planet

• Features

  Paperback edition; 208 pages, colour illustrations, over 80 photos; 15.2 x 22.9 cm