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Behavior Change
Patagonia Launches Digital Platform to Connect Customers with Grassroots Activism

Patagonia is back at it — the outdoor gear company has launched a new digital platform connecting customers with local environmental organizations. The aim of the new platform, Patagonia Action Works, is to encourage Patagonia customers to learn more about local environmental issues and get involved with events, petitions, fundraising and volunteering in their area.

“The biggest question I get from our community and customers is, ‘What can I do to save the planet?’” said Rose Marcario, President and CEO of Patagonia. “This platform makes it easy to connect with organizations in your neighborhood who are working every day on local issues. We have decades of experience with these groups and our collective grassroots actions can add up to the change we need to make a better world. With the threats we face, we need everyone in this fight.”

A video featuring Patagonia founder Yvon Chouinard was released alongside the launch of Patagonia Actions Works, emphasizing Chouinard’s position that in this time of uncertainty, it has never been more important to take action. “If you’ve been paying attention, you’ll know that things aren’t going very well for the planet. It’s pretty easy to get depressed about it. I’ve always known that the cure for depression is action,” Chouinard said.

Patagonia Action Works is the next chapter in the company’s 40-year history of activism and its giving program, 1% for the Planet. Patagonia’s support of grassroots environmental organizations around the world has totaled nearly $90 million and has reached thousands of community-based groups creating positive change for the planet. Many of the nonprofits operate with limited resources, and through this new platform, Patagonia aims to make these groups more effective and powerful than ever before.

Driving Sustainable Behaviors From Store to Home

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The platform allows people to find environmental nonprofits based on issue and location. It also provides links for grassroots organizations who are new to Patagonia to apply for funding.

“If we could connect our community, friends and customers directly with local groups working on issues they are passionate about, suddenly these organizations would have the capacity to achieve even more,” said Lisa Pike Sheehy, VP of Environmental Activism at Patagonia. “Everybody has a role to play in this movement.”

To mark the launch of the platform, Patagonia Action Works is launching a national tour that seeks to unite community members with environmental organizations, laying the foundation for long-term community building and action. The tour will go the following cities: Burlington, VT (2/16 and 2/17); Portland, OR (2/22); Washington, D.C. (3.6); Reno (3/8); Austin (3/13); Chicago (3/15); Boulder (4/11); and New York City (TBD).


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