How to make earth the shareholder?

Am I the only one who didn’t totally understand this statement from Patagonia at first?

We spotted it on the walls of their Queenstown shop yesterday.

I love the power of the words. The boldness, the clarity, the intention, the philanthropic steer.

But how?

How does a clothing brand make Earth their only shareholder?

A brand that sells beautiful outdoor clothes. At premium prices. The world over.

There’s irony here, right?

Wouldn’t it be better for the earth if the likes of Patagonia didn’t exist?

Do their environmental initiatives outweigh their impact?

Can they do more good with their profits than without it?

The simple inclusion of “now” makes me think, what were they doing before?

How has the decision impacted previous shareholders?

Will they/can they back-date their positive impact to offset the negative environmental impact the brand was having before they made earth the beneficiary?

I’m off to find answers but in the meantime …

Here we are in Patagonia, Queenstown.

Their clothes undoubtedly gorgeous.

Even the tiny orange puffa jacket in a 5 year old’s size!!

The store is packed with soft fabrics, gorgeous styles, lovely colours.

I want the zip up fleeces, cool t-shirts and the larger orange puffa!

And with Patagonia blazoned across my back, the world will know I care about our planet.

But, Patagonia’s statement of intent has been the great attraction.

And if you’re still catching up, here’s how they do it.

They have made Earth their sole shareholder by setting up a unique ownership structure.

100% of Patagonia’s voting stock has been transferred to the Patagonia Purpose Trust.

100% of their non-voting stock has been donated to the Holdfast Collective, a non-profit organization dedicated to fighting the environmental crisis.

With the company's annual dividends funding environmental initiatives.

Effectively making Earth the beneficiary of Patagonia's profits.

Picture shows a female copywriting mastermind standing next to the words “earth is now our only shareholder” with a few green point of sale signs and plants on the floor and atop a long wooden table.