Patagonia founder to give apparel company to trust, direct profits toward climate crisis fight

Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Integrated Marketing Communications (IMC), Marketing Strategy, Product Brands and Branding, Retail Marketing, Supply Chain.

Description: Yvon Chouinard, the billionaire founder of outdoor apparel brand Patagonia, said on Wednesday he is giving away the company to a trust that will use its profit to fight the climate crisis.

Source: CBC.ca

Date: Sep 15, 2022

Link: https://www.cbc.ca/news/business/patagonia-founder-trust-climate-crisis-1.6583492

Questions for discussion:

  • What do you think customer reaction will be to the decision?
  • Should marketers at the company exploit this decision and if so, how?