🌎 Patagonia Founder Gives Away The Company
Unprecedent move to help the planet

🤝 Authenticity Roundup
Reading list for you about Authenticity

| Authenticity Report

Welcome to our weekly newsletter as we bring you all the latest from the Authenticity community.

“Earth is now our only shareholder.”

Yvon Chouinard

Yesterday Patagonia announced something true to their brand ethos and further showed why they are ranked #1 on our Brand Authenticity Index. Rather than selling the company or taking it public, founder Yvon Chouinard & family have transferred their ownership of Patagonia, valued at about $3 billion, to a specially designed trust and a nonprofit organization to combat climate change and protect undeveloped land around the globe.

Since its beginnings, Patagonia has been a champion for environmental issues, from the way they source & produce their products to create less harm on the planet to their messaging on sustainability and local issues.

"While we're doing our best to address the environmental crisis, it's not enough. We needed to find a way to put more money into fighting the crisis while keeping the company's values intact."

 As Yvon stated,

"Truth be told, there were no good options available. So, we created our own."

Kudos to Yvon and the entire Patagonia family for being a leader, following their path with unwavering determination, and helping to save our planet.

This newsletter is an exclusive benefit to our Authenticity community members. 

As always, share your thoughts or say hello at [email protected] 

| Authenticity Roundup

This week's interesting reads from around the web.

1. Gen Z, in Their Own Words: What They Really Want from Brands and Retailers  (Retail Touchpoints)

Authenticity has become a marketing buzzword in its own right, ... One result: Gen Zers will often reject sites that lack authentic emotional connections.

2. Six Positive Changes That Come When You Start Showing Authenticity in Your Business (Entrepreneur)

At first, raw authenticity makes you feel vulnerable and uncomfortable. But it pays off.

3. The rise of casual social media: How authentic can we truly be? (The State News)

But many users think it might not necessarily be the authentic look into their friends' ... but only this time under the false pretense of authenticity.

4. Be Your Authentic Self at Work and Life (Vista Today)

5. The L.A. vintage store bringing back authenticity, style (LA Times)

| What Authenticity Mean?