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.


Date: Sep 15, 2022


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?