Ethical Capital

In 2018, Patagonia's founder Yvon Chouinard did something unprecedented: he sued the Trump administration. The lawsuit challenged the president's decision to shrink Bears Ears National Monument. The move risked alienating politically conservative customers, potentially costing the company millions in revenue. Instead, Patagonia's revenue grew 19% in the following year. The company's trust score hit an all-time high. Customers who might have disagreed with the lawsuit admired the company's willingness to stand for its values.