Patagonia is setting the bar high for brands tackling climate change. 

Patagonia is setting the bar high for brands tackling climate change. In one of the most shocking moves in business history, the outdoor clothing brand’s billionaire founder is giving away the company. The brand has amassed a cult following for good reasons, like not selling their famous vests with finance firm logos on them, their notorious “Don’t buy this jacket” Black Friday ad, and suing the Trump administration to protect national parks. But as the company grew larger, its founder wanted to turn away from his billionaire status and put the company’s success toward meaningful change. Each Patagonia purchase will be going to a cause young consumers care about and the brand plans to donate about $100 million a year to climate charities. YPulse’s Sustainability research shows that climate change is one of the top social causes Gen Z and Millennials are passionate about and the majority believe corporations should take more responsibility for fighting climate change. (BBC, NYT)