Patagonia’s initiative is particularly impressive because it endeavours to be transparent about both the social/labor and environmental impacts of the work the company does. While many companies are, of course, implementing transparency initiatives, Patagonia’s project is more or less unprecedented, because of the size of the company as well as the fact that it originated from customer demand. Customers of Patagonia, which produces high-end sports and outdoor apparel, were concerned about where their sweaters and wetsuits were coming from, and “what was being done in our name?” Patagonia’s approach is innovative and quite encouraging, and they have the ambitious goal of becoming the first notable company to be “regenerative”, to essentially give back more than it takes in terms of natural capital. Overconsumption is the problem, the people at Patagonia say, and by making their supply chain – their fabric materials, factories, transportation, and retail outlets – fully transparent, they are pioneering a new way of doing business. Let’s hope that more companies see the benefits of the “Footprint Chronicles” and follow suit.
