“Well, I think the simple answer, and nothing here is simple, is that capitalism dies with its mistakes.” - John Elkington, Founder, Volans

Patagonia’s September 2022 decisions to make ‘Earth’ the company’s only shareholder was huge news, particularly in the worlds of climate activism, business, philanthropy, the outdoors, and action sports.

And at the heart of this decision, as the company made clear at the time, was a desire to shake up the capitalist and democratic status quo.

What does this actually look like? Is The Announcement really at the vanguard of a ‘different form of capitalism’?

And where does it fit into the ongoing story of ‘business for good’, a story that has been unfolding for the last 50 years?

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