The company recently announced it was
The issues we're facing as humans and the issues that we're contributing to as a business — they're existential in nature, and they're accelerating. If we're going to take an approach of iterative change and short-term thinking, we're not going to get anywhere close to solving them.We need all levers in society working in concert. We need governments coming together and providing leadership. Governments are really failing us on this.
The other hard part was aligning our team on what we were doing instead of worrying about other brands. It would drive me crazy that we were overlooking our unique characteristics. I remember thinking,"We're not here to be a better version of that French outdoor brand. We have something really special here, and I recognize it's not going to be for everybody. But let's be the very best version of ourselves we can be.
Coming to grips with my own shortcomings and complicity in my role at Patagonia and also in many ways my personal life, and seeing how big a gap there's been in what I believe and what I am actually doing on a daily basis has been humbling. It's also been difficult to have so many honest conversations with colleagues, both within and outside of Patagonia, and having some of the anger coming back at me — whether it's me personally or as a placeholder and a leader within Patagonia.
We are nowhere near where we ultimately need to go. There are moments in history where tensions spike high and then we move on to other things. It is absolutely critical that this does not happen and so the changes that we're making are really with a deep focus on systemic change not quick change.
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