Consumer Power For Anti-Consumption
Patagonia’s founder and CEO, Yvon Chouinard, talks with Joel Makower at the 2013 GreenBiz Forum on authenticity and responsibility in building Patagonia, and how consumers can use the power of their wallets to change society.
iB Perspective
At 74 years of age with Patagonia being the best known company for social responsibility, Yvon Choinard isn’t afraid to face hard facts or tell it like it is. We love that. Declaring himself a happy pessimist, he believes if hope exists, it is in the power of the consumer. The key is in making it unfashionable to consume. The part we love best, every time Yvon has made a drastic business decision with these values, Patagonia has only ever seen positive returns-proving what’s good for the world IS good for business.
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