my cause
yvon chouinard
eco-friendly automobiles, and renewable-
energy infrastructure to power a sustainable
future much like Europe has done. Instead,
our politicians, bankers, and business
leaders were caught asleep at the wheel. As
America picks itself up by its bootstraps, we
all have to realize that business and ecology
are inherently linked. David Brower of the
Sierra Club puts it this way, “There is no
business to be done on a dead planet.”
That’s all to say that most of our
social problems are really environmental
problems. It’s why a few years ago, I started
1% For The Planet with my friend Craig
Mathews, the owner of Blue Ribbon Trout
Flies, in West Yellowstone, Montana. We
were fishing on the Madison River one
day, and I was telling him how Patagonia
gives 1 percent of its gross sales to the
environment. I call it the cost of doing
business, an Earth tax. Craig said to me,
“God, Yvon, I’ve been giving 2 percent.”
And he explained how he gets orders from
across the country for $700 fly rods even
though these guys can buy from their local
fly shops. They do it because Craig sends
2 percent back to the rivers. I said, “Geez,
that’s fantastic.” So we decided to start an
organization and see if we could get other
companies to join us. That was in 2002.
Today, we have 1,044 members in 37
countries, and we’ve donated more than
$42 million to environmental organizations.
Understand that this isn’t 1 percent of profit,
this is 1 percent of gross sales, which is a
whole lot more. Even if you’re not profitable,
you still have to give the money away. And
you know something else? In October, when
the markets imploded, we signed up 48
new members—one and a half a day. And
get this: Our largest members (Patagonia,
New Belgium Brewing, Clif Bar, and Sigg)
all had some of their best years in 2008.
It’s karma. During recessions, customers
who appreciate what you’re trying to do will
still support you. At Patagonia, we give to
400 organizations, leaning heavily toward
activist groups, the radical ones that are too
controversial for most people. And that’s
why, instead of retiring, I’m still in business:
to take the radical side of things. I want to
show other companies that protecting the
environment means protecting your financial
bottom line as well as your future.
AS TOLD TO TYLER GRAHAM
ROCK STAR
The Patagonia founder, a
rock-climbing pioneer, has led
many an expedition and continues
to forge pitons in his workshop.
how to join 1% for the planet
Yvon Chouinard, 70, is the founder of Patagonia.
Becoming a member of 1% For The Planet is simple and can be completed within 48 hours
First, you’ll fill out a 1 percent of your 1% F TP logo on all meeting your end of
simple questionnaire gross sales to either of your goods and the bargain. You’ll
about your business. one or a combination services. At the be driving positive
Next, an agreement of 1,600 approved end of each year, environmental
will be drafted for you environmental you’ll be required change while making
to sign, essentially organizations. In to present 1% FTP your company
stating that you exchange, you’ll with a tax return that more attractive to
agree to donate be able to use the proves you’ve been customers. T.G .
