Patagonia's Dam Movie Is an Unbranded PSA for Raze Awareness

Never content with its own sterling position in corporate sustainability, the privately held company is releasing “DamNation,” a documentary to raise awareness for the environmental consequences of the nation’s 80,000 dams.

According to the company’s charismatic 75-year-old surfing/mountaineering founder Yvon Chouinard, the company put in $500,000 into making the film and will spend more to promote it (Note: the company, not the man).

Private companies can do what they want, and it’s notable that Chouinarard remains the spokesperson for such projects while CEO Rose Marcario–recently bumped up from COO/CFO–focuses on the hard business including a $20 million investment in sustainable processing.