Black Friday is a day that has come to symbolise everything bad about western consumer culture. You’ve more than likely seen the footage of grown adults punching on, men pushing women and children out of the way, ripping flat screen televisions from each others hands … it’s pretty bleak stuff.

This year Patagonia decided to do something a little different and turn Black Friday on its head. They would promote their Black Friday sale like everyone else, but they would donate EVERY SINGLE CENT of sales back to grassroots environmental groups that will bring about positive change to our planet.

They had hoped for two million. They ended up with 10! Below is the transcript from an Instagram post by the company:

Last week, when we announced we’d give 100 percent of our global retail and online Black Friday sales directly to grassroots nonprofits working on the frontlines to protect our air, water and soil for future generations, we heard from many of our customers calling it a “fundraiser for the earth.” We’re humbled to report the response was beyond expectations: With your help, Patagonia reached a record-breaking $10 million in sales. 

We expected to reach $2 million in sales—we beat that expectation five times over. The enormous love our customers showed to the planet on Black Friday enables us to give every penny to hundreds of grassroots environmental organizations working around the world.

Many of these environmental groups are underfunded and under the radar, and they are overwhelmed with your commitment. On behalf of these activists and every Patagonia employee, we extend a heartfelt thank you to our customers, friends and community worldwide who showed up to#LoveOurPlanet.

 

Last week, when we announced we’d give 100 percent of our global retail and online Black Friday sales directly to grassroots nonprofits working on the frontlines to protect our air, water and soil for future generations, we heard from many of our customers calling it a “fundraiser for the earth.” We’re humbled to report the response was beyond expectations: With your help, Patagonia reached a record-breaking $10 million in sales. We expected to reach $2 million in sales—we beat that expectation five times over. The enormous love our customers showed to the planet on Black Friday enables us to give every penny to hundreds of grassroots environmental organizations working around the world. Many of these environmental groups are underfunded and under the radar, and they are overwhelmed with your commitment. On behalf of these activists and every Patagonia employee, we extend a heartfelt thank you to our customers, friends and community worldwide who showed up to #LoveOurPlanet. You can learn more about the past recipients of Patagonia environmental grants in your community through the link in our profile. This additional infusion of resources will go a long way toward addressing climate change and other serious environmental issues. The science is telling us loud and clear: We have a problem. By getting active in communities, we can raise our voices to defend policies and regulations that will protect wild places and wildlife, reduce carbon emissions, build a modern energy economy based on investment in renewables, and, most crucially, ensure the United States remains fully committed to the vital goals set forth in the Paris Agreement on climate change. We’re encouraged to see the great interest from so many in making buying decisions that align with strong environmental values—and taking steps to get more directly involved as well. Thank you. #LoveOurPlanet

A photo posted by Patagonia (@patagonia) on


You can learn more about the past recipients of Patagonia environmental grants in your community through the link in our profile. This additional infusion of resources will go a long way toward addressing climate change and other serious environmental issues.
The science is telling us loud and clear: We have a problem. 
By getting active in communities, we can raise our voices to defend policies and regulations that will protect wild places and wildlife, reduce carbon emissions, build a modern energy economy based on investment in renewables, and, most crucially, ensure the United States remains fully committed to the vital goals set forth in the Paris Agreement on climate change.

We’re encouraged to see the great interest from so many in making buying decisions that align with strong environmental values—and taking steps to get more directly involved as well.”

Thank you. #LoveOurPlanet

It’s inspiring stuff, and Patagonia deserves a worldwide round of applause.