Patagonia Launches Activism “Dating Tool”

Patagonia just stays fighting. After establishing itself as one of corporate America’s leading anti-Trump voices, the outdoor apparel company is now helping their customers get involved too, by launching a tool that will “connect [their] shoppers with grassroots organizations involved in environmental work.”

“If you’re paying attention, you’ll know that things aren’t going very well for the planet,” company founder Yvon Chouinard said in the video announcing the people-to-protest matchmaking service. “It’s pretty easy to get depressed about it. I’ve always known that the cure for depression is action.”

Called Patagonia Action Works, the tool (referred to as a “dating tool” by Chouinard – although it’s unclear if the orgs swipe back) “lets customer choose their location and then explore local opportunities for events and volunteering in categories like biodiversity, climate, communities, land, and water.”

And if one feels so compelled, they can also donate to a cause or apply for a grant in the same digital location.

Patagonia’s opposition to Trump and Co. has been unwavering thus far, and shoppers have rewarded them for it. The story noted that “after Trump won the election, the company promised to give its Black Friday profits to environmental groups; not only did its sales hit $10 million, it also won 25,000 new shoppers.”

We’ve said it before, and we’ll say it again: Patagonia is Not the Hero We Deserve but the Hero We Need.

You can read more about it at Racked.

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