Patagonia CEO Rose Marcario announced on Wednesday that the outdoor company would be using its tax cut to support green initiatives.
In a post on LinkedIn, Marcario pledged to put the $10 million tax savings her company gleaned from "last year’s irresponsible" tax cuts "back into the planet."
The recent bleak climate assessments from the United States government and the United Nations are the primary motivators for Patagonia's decision.
The pledge is a direct rebuke of President Donald Trump's incomprehensible denial of climate change.
"As to whether or not it’s man-made and whether or not the effects that you’re talking about are there, I don’t see it,” the president told WaPo on Tuesday. “One of the problems that a lot of people like myself, we have very high levels of intelligence, but we’re not necessarily such believers.”
Marcario alluded to Trump's "evil" refusal to believe the reports released over the last week, which enumerate the desperate state of Earth's climate due to human carbon emissions.
"Far too many have suffered the consequences of global warming in recent months," wrote Marcario, "and the political response has so far been woefully inadequate—and the denial is just evil."
Marcario explained why her brand is choosing to give back.
"Taxes protect the most vulnerable in our society, our public lands and other life-giving resources," she said. "In spite of this, the Trump administration initiated a corporate tax cut, threatening these services at the expense of our planet."
"We recognize that our planet is in peril. We are committing all $10 million to groups committed to protecting air, land and water and finding solutions to the climate crisis. We have always funded grassroots activism, and this $10 million will be on top of our ongoing 1% for the Planet giving. It will go a long way toward funding grassroots groups; including those dedicated to regenerative organic agriculture, which may be our greatest hope for reversing the damage done to our overheated planet."
Patagonia's move has been well-received on social media.
@patagonia What an amazing company! So grateful to be one of the many Patagonia Action Works partners! https://t.co/AfpkCz87JW— Resource Central (@Resource Central) 1543429963.0
@patagonia @davidjdeal Much better use than giving it to the government ... bravo.— Kurtis Fechtmeyer (@Kurtis Fechtmeyer) 1543430711.0
@natech88 @patagonia But the CEO in her statement is doing it to spite Trump and his "irresponsible" tax cuts but i… https://t.co/9EIU0Z9dds— Scott Christensen (@Scott Christensen) 1543434147.0
@patagonia 👏🏻— holly (@holly) 1543427540.0
Some pointed out that the tax cuts enabled Patagonia to donate the money in the first place.
@RedTRaccoon THIS IS EXACTLY WHAT WE NEED & SHOULD BE EXPECTING FROM THE GENEROUS CORPORATE CITIZENS WHO CARE ABOUT… https://t.co/zNVzDzHuis— GimmeBackMyCountry 🌊 (@GimmeBackMyCountry 🌊) 1543423573.0
@RedTRaccoon Interesting- I think the Corp. tax break was not wise if reducing our deficit is important. BUT, if mo… https://t.co/Z4H0up65G3— janice (@janice) 1543423829.0
Patagonia's charitable commitment is proving to be a savvy business decision, as scores of people are adding the brand to their holiday shopping lists.
The planet needs all the help it can get.
@RedTRaccoon BUY PATAGONIA FOR THE HOLIDAYS!!!!!— GimmeBackMyCountry 🌊 (@GimmeBackMyCountry 🌊) 1543423595.0
@RedTRaccoon Another reason to buy their stuff. Great designs.. Durable.. And giving back to the earth...— Rawpaw (@Rawpaw) 1543423265.0
@RedTRaccoon Christmas shopping 2018. I bought my son a jacket and some sweaters last year based solely on their an… https://t.co/hTvKbrisoC— Lady Pie de Grue (@Lady Pie de Grue) 1543423459.0
@RedTRaccoon Im definitely buying that Patagonia winter jacket for my son for christmas. Thanks Patagonia for caring for our planet!— evyenia dunlap (@evyenia dunlap) 1543424778.0
@RedTRaccoon Crap. Now I'm going to have to buy something from @patagonia.— A Dissident Is Here 🌊 (@A Dissident Is Here 🌊) 1543430515.0
@RedTRaccoon Guess everyone is getting their gift certificates this year. Just like last year. The kids will happy!— Patrick Sean Rogan (@Patrick Sean Rogan) 1543428497.0
@RedTRaccoon I stopped buying from LLBean because of Linda Bean's FEC-investigated excess donation to polluter DT.… https://t.co/lHTGqbHXB7— LMutty (@LMutty) 1543433147.0
@RedTRaccoon Thank you @patagonia you’ve got my business and admiration 👏— sallie hoelscher (@sallie hoelscher) 1543425417.0
@RedTRaccoon I just became a Patagonia customer.— JWard (@JWard) 1543427158.0
@RedTRaccoon For which they'll get a tax credit. But still good.— Honey West (@Honey West) 1543429071.0
Good news: Patagonia passes on tax cut windfall to non-profit environmental groups Bad news: Leadership like this… https://t.co/HHJRzanCRA— Duncan Noble (@Duncan Noble) 1543428354.0
Supporting the environment is good for everyone.