Is Activism Good Business? Just Ask Patagonia

The clothing and outdoor gear company Patagonia bills itself as “the activist company” and lately, it’s been particularly active. Following the 2016 US presidential election, Patagonia donated its Black Friday sales to environmental groups. The company sued the Trump Administration for its resolution to reduce two national monuments in Utah, and in 2018 the company announced it was donating the money it saved from Trump’s tax cuts to conservation. CEO Rose Marcario says she’s acting according to the company’s values and customers are supportive. Under Marcario’s leadership, Patagonia has quadrupled revenues. In her conversation with Erik Schatzker, editor at large with Bloomberg Television, she talks about the company’s long history with activism and how championing causes impacts the bottom line. The views and opinions of the speaker are their own and do not necessarily reflect those of the Aspen Institute.