Do-good company Patagonia has outdone itself yet again.
Five years after Patagonia’s now-legendary “Don’t Buy This Jacket” Black Friday ad in The New York Times, the outdoor lifestyle brand announced plans to donate 100 percent of its global sales on Nov. 25—in its stores and on its website—to grassroots environmental organizations working in local communities.
“We’re just days from Black Friday, one of the biggest consumer shopping days of the year in America. And as people think generously about family and friends, we also want to help our customers show love to the planet, which badly needs a gift or two (and still gets coal every year),” chief executive Rose Marcario wrote in a post on Patagonia’s The Cleanest Line blog. “These are small groups, often underfunded and under the radar, who work on the front lines. The support we can give is more important now than ever.”
Patagonia’s declaration followed U.S. president-elect Donald Trump’s intent to cancel billions in payments to the United Nations climate change programs, dismantle the Environmental Protection Agency “in almost every form” and demolish President Obama’s Clean Power Plan. Trump previously called climate change a “hoax.”
“If we don’t act boldly, severe changes in climate, water and air pollution, extinction of species and erosion of topsoil are certain outcomes,” Marcario wrote. “The threats facing our planet affect people of every political stripe, of every demographic, in every part of the country. We all stand to benefit from a healthy environment—and our children and grandchildren do, too.”
Patagonia already funds grassroots environmental organizations by giving away 1 percent of its sales. To date, that amount totals $74 million. The company intends to carry on donating 1 percent of its daily sales to the cause.
“By getting active in communities, we can affect local change to protect the food our children and we eat, the water we drink, the air we breathe and the treasured places we love the most,” Marcario continued. “And we can impact global priorities, too, by raising our voices to defend policies and regulations that will reduce carbon emissions, build a modern energy economy based on investment in renewables and, most crucially, ensure the United States remains fully committed to the vital goals set forth in the Paris Climate Agreement.”
Patagonia closed all its stores on Election Day, Nov. 8, to encourage customers to head to the polls and vote. The company also launched its Vote Our Planet initiative in September and hosted nearly 60 in-store events to educate voters.