Patagonia Climbs. How Other Purpose-driven Brands Can Follow

The owner's recent announcement has established bold steps to transform capitalism into a force for good

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Sports metaphors are often the stuff of narrative clichés, but in the wake of Patagonia founder Yvon Chouinard’s announcement last week that the company would transfer its full ownership to a nonprofit trust, a climbing metaphor is apt. Patagonia is most definitely climbing into the lead, not just for other purpose-driven companies but also for reforming capitalism.