Outdoor clothing retailer Patagonia has been a long-time warrior in the fight against global warming. So they knew that the fight was really on once they heard the news that climate change skeptic Donald Trump was heading for the White House.
This Black Friday, Patagonia are taking a stand. They will donate all of their sales generated on that day to grassroots environmental groups. Over 800 organisations across the US are set to benefit from the gesture. And this is not chump change–Patagonia expects to clear over $2million in sales on Black Friday through their 80 stores and online.
Corley Kenner, global communications director for Patagonia, said:
"Following the election, the idea was generated internally as a way to demonstrate our deep commitment to environmental issues."
Meanwhile, a statement released on Patagonia's website draws a line in the sand:
"During a difficult and divisive time, we felt it was important to go further and connect more of our customers, who love wild places, with those who are fighting tirelessly to protect them."
Patagonia's stance can only be applauded, and other companies are already starting to follow suit. These are dangerous times, and it's important that everyone, from the business community to the conscious consumer, makes it clear that Trump's values are not ours. This Black Friday seems like the perfect time to start.