“Earth is our only shareholder” – engaging the press around a radical business announcement

In Autumn 2022, Patagonia entrusted us with communicating their radical new business model to the media. We facilitated national news interviews to ensure the announcement generated immediate, widespread and thoughtful coverage. The new model sees 100% of Patagonia’s profits not reinvested back into the business distributed as dividends to protect the planet.


How best to plan and deliver a media splash for an industry-shaping announcement, under strict embargo.

It was an extra challenge to create a standout media moment amidst a busy news agenda in the week following the death of Queen Elizabeth II in the UK.


We delivered a large-scale media sell-in with a very fast turnaround, sharing the announcement across national, business, broadcast and trade media within hours of receiving the press release.

Given the nature of the announcement, we had to field a very high volume of media requests to senior spokespeople, to ensure we focused on those with the greatest potential impact.



Patagonia projects that it will pay out an annual dividend of roughly $100 million to environmental causes, depending on the health of the business


pieces of UK media coverage including BBC, ITV and 9 national newspapers


UK exclusive interviews secured with board chair Charles Conn on BBC 6pm News and CEO Ryan Gellert in The Times online and print

“It’s been a half-century since we began our experiment in responsible business. If we have any hope of a thriving planet 50 years from now, it demands all of us doing all we can with the resources we have. As the business leader I never wanted to be, I am doing my part. Instead of extracting value from nature and transforming it into wealth, we are using the wealth Patagonia creates to protect the source. We’re making Earth our only shareholder. I am dead serious about saving this planet.”

Yvon Chouinard,
Patagonia founder, former owner and current board member

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