As part of its continued focus on the environment, Patagonia has launched Patagonia Action Works, a microsite intended to facilitate interactions between like-minded activists.
In a video announcing the initiative, Yvon Chouinard, the company’s founder, compared the venture to a dating site, for the way in which it links customers with worthy organizations and events.
Users can select their location and the causes they care about, including biodiversity, climate, communities, land and water. The website then generates a list of relevant organizations divided by grantees that have received support from the brand, related events nearby and skilled-volunteering and petition opportunities. The platform also enables organizations themselves to apply for grants.
Adding to the sense of urgency to take charge of the planet, which is at the core of Patagonia’s communication strategy, Chouinard explains: “If you’ve been paying attention, you’ll know that things aren’t going very well for the planet. It’s pretty easy to get depressed about it.”
He adds a call to action: “I’ve always known the cure for depression is action. Patagonia’s reason for existence is to force government and corporations to take action in solving our environmental problems.”
Patagonia Action Works is part of the company’s 1% for the Planet program, which has donated almost $90 million to grassroots organizations over the past 35 years. To activate the launch, the company is hosting a series of events, including a panel discussion in Santa Monica, California on Friday, February 8.