Patagonia plans to donate 100 percent of its sales on Black Friday, Nov. 25, to the environment.
The company will donate that money to small grassroots organizations that fight for clean water, air and soil. It will work with One Percent For The Planet, an environmental non-profit network, to get the funds to the grassroots organization.
"These are small groups, often underfunded and under the radar, who work on the front lines," noted Patagonia CEO Rose Marcario, in a post she wrote announcing the company's plans. "The support we can give is more important now than ever."
Patagonia has already committed to donating 1 percent of its sales—so far that's totaled $74 million—to the environment. But this year, "during a difficult and divisive time, we felt it was important to go further and connect more of our customers, who love wild places, with those who are fighting tirelessly to protect them," said Marcario.
She added: "This we know: If we don't act boldly, severe changes in climate, water and air pollution, extinction of species and erosion of topsoil are certain outcomes. The threats facing our planet affect people of every political stripe, of every demographic, in every part of the country. We all stand to benefit from a healthy environment—and our children and grandchildren do, too."
Earlier this month Patagonia shuttered its retail locations, headquarters and distribution centers to encourage its employees and consumers to vote for a candidate that would make a commitment to the environment.
With the latest effort Patagonia will also provide its consumers with information in its stores and on its website about how they can get involved with the environmental groups in their communities.
"The idea was generated internally as a way to demonstrate our deep commitment to environmental issues following our Vote our Planet initiative," explained a spokeswoman.
"We're just days from Black Friday, one of the biggest consumer shopping days of the year in America," said Marcario. "And as people think generously about family and friends, we also want to help our customers show love to the planet, which badly needs a gift or two (and still gets coal every year)."