Yvon Chouinard has shifted the goalposts again. In 1973, he started Patagonia, and now almost 50 years later, it is a billion-dollar company. Instead of sitting by, Chouinard has taken more action to be an example of how a company can run. In 2018, Patagonia changed its mission statement to say, “Patagonia is in business to save our home planet.” Now, it has been announced that Patagonia will transfer all of the ownership to the Holdfast Collective–the nonprofit arm of Patagonia that funds environmental organizations to fight climate change.

While the culture is constantly putting pressure on all of us to think about ourselves, consume, and take, it is the torchbearer that gets us to stop and notice. To look around and see there is another way.