Patagonia Case Study (1 of 4) – Vision

Next Economy Now highlights the leaders who are taking a regenerative, bio-regional, equitable, transparent, and whole-systems approach to using business as a force for good. 

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Vincent Stanley, co-author with Yvon Chouinard of "The Responsible Company", has been with Patagonia on and off since its beginning in 1973, for many of those years in key executive roles as head of sales or marketing. More informally, he is Patagonia’s long-time chief storyteller. Vincent helped develop the Footprint Chronicles, the company’s interactive website that outlines the social and environmental impact of its products; the Common Threads Partnership; and Patagonia Books. He currently serves as the company’s Director, Patagonia Philosophy, and is a visiting fellow at the Yale School of Management. He is also a poet whose work has appeared in Best American Poetry. He and his wife, the writer Nora Gallagher, live in Santa Barbara.

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Interview Highlights:

  • Four critical moments in Patagonia’s history: rock climbing with petons, the Ventura River, organic cotton, and “Don’t Buy This Jacket.”

  • How Patagonia developed its new mission statement

  • The Stockholm Resilience framework and how Patagonia thinks about planetary boundaries

  • The company’s approach to growth and why they should (or should not) grow

  • The eight business philosophies that guide the company’s decision-making and operations

Other Episodes in this series:


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LIFT Economy is an impact consulting firm whose mission is to create, model, and share a locally self-reliant economy that works for the benefit of all life. 

Ryan Honeyman is a Partner at LIFT Economy and author of The B Corp Handbook: How to Use Business as a Force for Good (Berrett-Koehler Publishers). You can follow Ryan on Twitter @honeymanconsult or email him ryan@lifteconomy.com.