Values I Learned from Patagonia

Hello, this is Mia.

Not long ago, while looking for ideas to grow my small eco-friendly product brand, I found myself completely immersed in Patagonia’s story. Patagonia is widely known as an outdoor clothing company, and I’ve personally been a fan for quite some time. However, revisiting the principles they’ve upheld for years—and the bold decisions they’ve recently made—sparked both warmth and renewed passion in my heart.

I’m still a novice entrepreneur with plenty to learn, but I’m constantly asking myself, “How can I use my business to create a more positive impact, even just a little bit?” Observing Patagonia’s approach has given me abundant inspiration for answering that question. In this newsletter, I’d like to take you through Patagonia’s journey and share the insights I’ve gained along the way.

A Genuine Passion Born in Nature

Yvon Chouinard, the founder of Patagonia, started out as a passionate climber who made his own rock-climbing gear. Spending countless hours in nature led him to wonder, “How can we protect these precious, beautiful places?” That simple question ultimately shaped Patagonia’s mission: “We’re in business to save our home planet.”

When people ask, “Why do you run a business?” the typical answer is often “To make a profit.” But Patagonia seems to think in reverse: “We do business to protect the places we love most.” Doesn’t that sound amazing? If there’s a cause or value we truly care about, maybe we should be pushing ourselves to make better products and communicate with our customers in healthier, more meaningful ways.

One Percent for the Planet:
Small Promises, Big Change

Patagonia’s “One Percent for the Planet” program is one of the reasons they’re recognized around the world. Since 1985, they’ve been donating one percent of their revenue each year to environmental organizations. At first glance, “one percent of revenue” might not sound huge, but it’s important to note that it’s revenue, not net profit. That’s a major commitment.

The more the company’s revenue grows, the larger the total donation becomes, which can obviously put pressure on the business. Yet Patagonia continues to uphold this promise, driven by the belief that “We benefit so much from nature’s resources that giving back just makes sense.”

This got me thinking about my own small brand: even if donating one percent of my entire revenue is challenging right now, could I still set aside a small portion of my business to give back? From the moment I seriously commit to “returning something to society,” I believe I’ll be growing my brand in a much more meaningful direction.

“Don’t Buy This Jacket”:
The Beauty of Wearing Clothes Longer

Patagonia once launched a rather shocking campaign with the message, “Don’t Buy This Jacket if You Don’t Need It.” Typically, companies encourage customers to purchase as many products as possible. But Patagonia took the opposite approach.

Why would they do that? Well, if you invest in one high-quality jacket that lasts a long time, you won’t need to keep buying new ones. Patagonia even offers repair services to make sure their items remain useful, and they invest in finding eco-friendly materials—even if that increases costs—so that every single product holds as much lasting value as possible. Telling people outright, “If you don’t really need it, don’t buy it,” might sound counterintuitive. But it does grab attention: customers realize, “There’s something different about this brand,” which translates into trust and a strong brand identity. It’s a powerful reminder of how genuine sincerity can resonate deeply with people.

Announcing Future Profit Donations:
A Path Toward a Greater Good

One of the biggest recent developments at Patagonia is Yvon Chouinard’s restructuring of his shares so that all future profits go toward fighting climate change and preventing species extinction. This announcement shocked many around the world. Some might ask, “Isn’t that a bit extreme?” while others admire it as “one of the most dramatic displays of altruism” they’ve seen.

I have to admit, I was moved when I heard the news. In the business world, turning a profit is generally taken for granted. But here was Patagonia asserting that profit, too, should be funneled back into restoring the planet. My own resources are still limited, but I dream of growing my brand to a point where I can also exert this kind of positive influence. We may not be able to do everything perfectly from the start, but having a clear vision of what we want our brand to become—our ultimate goal—gives us the motivation to keep moving forward every day.

My Realization from Patagonia:
Working to Protect What We Love

What draws me most to Patagonia’s story is the way it demonstrates how essential it is for a brand to define and live by a genuine philosophy. Business is often assumed to be cold and profit-driven, but Patagonia shows that a company’s persistent efforts to make the world better can be incredibly powerful. Some companies say, “That’s a nice idea, but it doesn’t make money.” Yet I believe that truly good ideas can eventually align with profitability. Authenticity fosters a deep bond with customers, and that bond goes beyond the product itself—people come to share and support the brand’s values.

Creating a Positive Ripple Together

I’m still at the starting line compared to Patagonia, which has shaken up global business with its bold decisions. However, learning about their journey and values has given me the confidence to try new approaches, one step at a time. I hope that someday, someone will look at my brand and say, “This company might not be massive, but you can really feel they’re committed to good values.”

My wish is that this newsletter provides a bit of that same inspiration to you. I firmly believe that when each of us makes small, earnest choices for positive change, it can create a ripple effect with powerful results. We might not see dramatic transformations overnight, but I’m convinced that sincerity and action—no matter how small—will add up.

I plan to keep using business as a tool to gather small sparks of meaning, guiding them toward a brighter, healthier future. And the more friends, partners, and colleagues join me on this journey, the more dynamic and energizing it becomes. So if you ever have thoughts or ideas about what I do—or if something here resonates with you—please feel free to share. By listening to and learning from one another, we might just discover the next step that brings our shared vision to life.

I can’t wait to hear your stories. For now, I’ll sign off here. Thank you for taking the time to read, and I hope you have a wonderful day.