“We’re in business to save our home planet,” is outdoor gear and apparel retailer Patagonia’s new mission statement.

It’s a more succinct update from its previous mission statement, “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”

Rose Marcario, CEO

Rose Marcario, CEO

In the ’90s, it was groundbreaking for a retailer to say it wanted to cause no unnecessary harm and to look into the impact of its supply chain on the environment, said Rose Marcario, CEO of Patagonia, at the National Retail Federation 2019 conference. Today that’s not enough, she said.

“We don’t just seek now to do less harm, we need to do more good,” Marcario said.

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