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  • Outdoor apparel company Patagonia‘s new mission is “We’re in business to save the planet.”
  • Its founder Yvon Chouinard has dedicated the company to environmental causes from the beginning, and they have attracted both customers and employees.
  • The new mission bolsters existing initiatives overseen by CEO Rose Marcario, who has quadrupled revenues over her 10-year tenure.
  • This article is part of Business Insider’s ongoing series on Better Capitalism.

When Yvon Chouinard founded his outdoor apparel company Patagonia in 1973, he wanted to build a business that attracted people who shared his interest in exploring and protecting nature.

In 1986, he committed either 1% of sales or 10% of profits, whichever was greater, to environmental activism, and in 1996, he had Patagonia switch to only organic cotton.

Patagonia was always ahead of corporate social responsibility trends. Now, we live in a time where consumers and employees both demand more from the companies they support and work for, and are savvier about seeing through advertising. So, to stay true to form, Chouinard, as chairman, decided to take his company’s commitment further, and in December declared that its new mission would read: “We’re in business to save the planet.”

While it is public now, Patagonia has spent the past year moving toward this mission, to ensure it’s more…