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How Patagonia Put Its Mission Before the Money
In this episode of The CEO Diary, Lucas and Luna explore how Patagonia founder Yvon Chouinard restructured the company to make Earth the only shareholder. They trace the decision from the 2018 mission change to the 2022 transfer of ownership to a trust and a nonprofit. Along the way, they unpack the concrete mechanisms: the Patagonia Purpose Trust holds the voting stock to enforce mission fidelity, while the Holdfast Collective receives the company's profits—$100 million a year that goes directly to fighting climate change and protecting biodiversity. The hosts discuss the risks of this…
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