Patagonia has long stood as the north star for companies striving to create meaningful impact and proving that business can thrive with purpose. Today, Patagonia stands alone in its ownership model: it has one shareholder—the planet. Instead of “going public,” Patagonia famously “went purpose,” restructuring in 2022 so that 100% of its voting stock flows into the Patagonia Purpose Trust to guard its values, and 100% of its non-voting stock now supports the Holdfast Collective, a nonprofit fighting the environmental crisis. Each year, every dollar not needed to run the business moves directly to protecting nature. It’s a business that invites people into the beauty of the outdoors while safeguarding the planet that makes those adventures possible.
We invited Vincent Stanley, Chief Purpose Officer at Patagonia—and one of its very first employees—to reflect on the decades of learning, experimentation, humility, and courage that shaped Patagonia’s journey. Vincent explores topics from the company’s early fiber-to-farm revelations and culture-defining philosophy classes, to its iconic “Don’t Buy This Jacket” campaign, industry-shaping activism, and bold ownership redesign. For any leader or organization seeking to deepen its impact, Vincent offers rare insights into what it truly takes to build a business where profit becomes a byproduct of purpose.
Listen for insights on:
- Transforming harm discovery into long-term environmental innovation
- Challenging consumerism through bold, values-led storytelling
- Building company culture through shared responsibility and lived values
- Collaborating across industries to advance standards and certifications
Resources + Links:
- Watch this conversation on YouTube
- Vincent Stanley
- Patagonia’s Ownership
- The Responsible Company
- Patagonia Action Works
