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How Patagonia Made Purpose a Profit Center
In this episode of The CEO Diary, Lucas and Luna examine how Patagonia turned environmental activism into a durable competitive advantage. They trace founder Yvon Chouinard's decision to give away the company to a climate trust in 2022, and unpack the surprising economics: Patagonia's revenue grew from $800 million to over $1.2 billion in the three years since, while donating 1% of sales annually to grassroots environmental groups. Lucas breaks down the specific operational choices—from the 'Don't Buy This Jacket' campaign in 2011 to the Worn Wear repair program and…
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