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Patagonia seems to have achieved an alchemy of purpose and profitability that others, hopeful they can keep making money while also doing good, avidly seize upon. How did the US outdoor-wear brand become the B Corps poster child? ✦

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  • Part of me was surprised to learn the extent to which consumer behaviour is NOT yet pushing brands and companies to change. But part of me wasn't surprised, because I as a consumer find making ethical really hard. It's often totally unclear how to make a better choice between two similar products, or

    Part of me was surprised to learn the extent to which consumer behaviour is NOT yet pushing brands and companies to change. But part of me wasn't surprised, because I as a consumer find making ethical really hard. It's often totally unclear how to make a better choice between two similar products, or how to choose one type of consumption over another (say online over going to a physical shop). I think a lot of people would love to consume more mindfully but the information and tools to help them do so aren't there yet. It will be powerful when that information becomes truly accessible, and when people start using it both to make decisions and to connect with others.

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