Patagonia CEO Ryan Gellert: “Our biggest impact has been modeling a different way of doing business”

In the fall of 2022, Patagonia founder Yvon Chouinard announced a bold new experiment in for-profit business: the voting stock of his company would immediately transfer to the Patagonia Purpose Trust, with the remaining non-voting stock diverted to the Holdfast Collective, a 501c4 nonprofit, to ensure that all money not reinvested back into the company is dedicated to addressing the climate and ecological crisis. “Earth,” he proclaimed in a now-viral open letter, “is now our only shareholder.”

On September 18, 2023, as leaders from across sectors descended upon New York City for Climate Week, Patagonia CEO Ryan Gellert joined NationSwell for an in-person fireside chat to unpack how the company is maintaining its commitment to being a purpose-driven business. Moderated by best-selling writer, podcaster, and NationSwell Council member Baratunde Thurston, the conversation explored how for-profit companies can pave the way forward on catalyzing bold climate action and what leaders can do to ensure that their personal and corporate values are in sync. 

Here are several highlights from the discussion:

Climate work is a lifelong commitment, and protecting the planet is our shared responsibility.

According to Gellert, too many CEOs would respond to climate conversations five years ago with the common refrain: “That’s not my problem.” Today, he says the tone of those conversations has shifted encouragingly, and those same leaders are now more likely to acknowledge their place in finding shared solutions — even when they aren’t sure of the best way forward. 

The future of climate will necessarily depend on more people — those in positions of power in particular — acknowledging their role in moving the ball down the field and making sure that climate work is “a 52-week thing,” and not just something to focus on one week out of the year.

Business sector leaders have an obligation to be the catalysts of change — but they can’t do it alone.

Since Patagonia shifted its ownership structure, Gellert shared that there have been many conversations with other companies interested in investing in purpose in a similar way — and that it feels like the guardrails have meaningfully shifted in terms of what’s possible in rethinking a business’s relationship to its employees, its community, and the planet.

“I believe the biggest impact Patagnoia has had has been modeling a different way of business,” he said.

And while catalyzing businesses to drive change will be of critical importance to the larger climate movement, the business sector won’t succeed on its own.

“I’d like to create a world where everybody understands it absolutely is our shared problem… and we’re all leaning in the same direction, from the business sector, with the government, with NGOs, with citizens, to clean up the mess we’ve created,” Gellert said.

For purpose-driven businesses to succeed, purpose and profits cannot be treated as distinct aims.

The days of businesses setting up a corporate social responsibility department and making impact work solely that group’s jurisdiction are over. In order for businesses to fully realize their role in creating a more sustainable, equitable future, Gellert said, they must necessarily make it their responsibility to create a culture where every person in every area feels incentivized to show up and do the work.

“I don’t think you can separate purpose and profits, period,” he said. “Under pressure, every single business gravitates toward profits. So the two have to be entirely connected, or you have to call it what it is.”

Acknowledging that it had created an “incomplete culture” was instrumental in helping Patagonia to hone its approach to social issues.

In the weeks after George Floyd’s murder, Patagonia, like many other companies, took a hard look at its internal culture and where it fell short of its values. What Gellert and other leaders leaned into during that moment was a commitment to “transformational change even where there’s no end in sight” — and on improving systems and processes in ways that relied more on common sense than external optics and politics.  

“Listen, show up, and do the work,” Gellert said. “And I think slowly and steadily, that’s given us the momentum to do the work internally and externally.”

Consumerism and “business-as-usual” have created many of the problems we currently face, and need to be interrogated. 

According to Gellert, we’ve outgrown the Milton Friedman-backed idea of shareholder primacy — it’s precisely business as usual that has created the environmental crisis we currently find ourselves mired in. 

Universities and business schools have a vital role to play in helping to build thinking, morals, practices, and systems that address how consumerism contributes to natural resource depletion, pollution, and other deleterious climate impacts. Businesses, meanwhile, must interrogate how circular business models can help shrink their environmental impact and deliver value to a new set of stakeholders — including customers, employees, and the planet.

Sometimes the best way into climate awareness isn’t doom forecasting or even direct action — it’s connection.

In response to an audience question about the best way to help children connect with the complicated and dire implications of the climate crisis, moderator Baratunde Thurston said that sometimes, the best way into climate awareness, “…isn’t always direct work and action, (but) climate connection — to highlight our relationship to nature in a beautiful, local way.” 

“Kids are naturally curious, they play with bugs, they splash in the water… we don’t need forecasts of doom and gloom, we can achieve the same purpose through a celebration or an exploration of that connection,” he said. “When we become more interconnected, saving the planet becomes the most selfish thing we can do — it becomes about saving ourselves. And if we can plant that seed early with kids without being heavy-handed with it, then that could do something amazing.”

Announcing the Launch of “Fearless Philanthropy”

On behalf of the NationSwell team, and all the hands that touched this work in ways big and small, I’m delighted to announce the launch of “Fearless Philanthropy: Driving Impact Through Innovation” —  an action-oriented report made possible by support from our friends at Wells Fargo Foundation.

The report makes eight clear recommendations for how heads of philanthropic organizations can take action to advance their work by adopting these expert-tested approaches. To surface these insights, NationSwell interviewed philanthropic leaders at Wells Fargo, American Family Insurance Institute for Corporate and Social Impact, Amgen, Entrepreneurship Funders Network, Essex Community County Foundation, George Kaiser Family Foundation, Google.org, Lyft, and Salesforce. 

“Philanthropy’s role is to be the risk capital for impact — to lead the way for public policy and corporate action, and show what is possible,” Jenny Flores, Head of Small Business Growth Philanthropy at Wells Fargo Foundation, said to us. “For companies in particular, it’s not enough to have corporate responsibility initiatives siloed away in one department.  Societal impact needs to be an integral part of the core business strategy that every employee can take part in because it ultimately helps us to serve customers and communities better.”

We were so thrilled to work with Wells Fargo Foundation to bring this report together. Jenny and her team have been pushing the envelope on impact-driven innovation through corporate philanthropy. With so many converging global crises in the world today, now is the moment for philanthropy to be bold, and it was inspiring to speak to leaders that are stepping up and shifting towards more effective collaboration, greater business alignment, and deeper community engagement.

Download the report here.

Amy Lee is Managing Director of the NationSwell Studio

Introducing Collaboratives, NationSwell’s New Cross-Sector Initiative to Tackle the World’s Biggest Problems

A series of overlapping crises hit — COVID-19, racial injustice, climate change, economic disruption — exposing the fragility and deficiencies in our current systems. For everyone, 2020 was a deeply challenging and jarring year. Leaders had a lot on their plate. They struggled to make sense of the cascading series of crises, and grapple with the implications for their organizations and stakeholders.

To problem-solvers, it has also represented a “portal moment” — a time of profound opportunity to re-imagine and re-build a more equitable, inclusive and high-functioning nation and planet.

To harness this moment of possibility, leaders from the C-Suite to the grassroots needed a place where they could come together to process, explore, engage and act with a diverse group of fellow leaders. They needed time and space — in a highly curated and supported environment — to process the moment, surface paradigm-shifting insights and solutions, and to explore how they might collaborate to drive progress.

In 2020, we launched #BuildItBackBetter, an initiative designed to empower cross-sector leaders and organizations to be their best when the world needed them most, offering them a highly curated space to explore and amplify the paradigm-changing solutions needed to foster a more equitable, inclusive and high-functioning nation and planet.

In 2021, we aim to go even deeper on these issues, and also tackle new issue areas with the same comprehensive, cross-sector approach. That’s why NationSwell is proud to announce the launch of Collaboratives, a new initiative to build cross-sector coalitions of leaders and experts to advance specific priorities, and enable ongoing collaboration, learning and cooperation that breaks down silos and puts equity at the heart of solution-building.

Collaboratives will bring together leaders from the tree tops and the grass roots to ensure each topic can be tackled from diverse and informed sets of perspectives. We’ll cover a range of topics including Building Public Trust in A.I., Adding Age to the Equity Equation, Centering Unheard Voices in the Climate Movement, Future of Work, and more. Each Collaborative will involve public events, working groups, and a unique multimedia content series —  all working towards tangible progress on the issues of focus, such as cross-sector statements of commitment, aligned recommendations for leaders and public officials, and shared industry standards. 

We are proud to work and partner with AARP, AARP Foundation, Autodesk Foundation, Ewing Marion Kauffman Foundation, Patrick J. McGovern Foundation, and Workday to make NationSwell Collaboratives a reality, to amplify our impact, to further our shared goals, and most importantly, to make good on our promise to the people of our nation and our world that we would build a better, stronger, and more resilient society than the one we had before COVID-19. 

To learn more about Collaboratives, please reach out and follow us on social media.

An Interview With Shelly Bell, Founder and CEO of ‘Black Girl Ventures’

The Kauffman Foundation works together with organizations that share their vision and passion for education, entrepreneurship and the Kansas City community. NationSwell spoke with Kauffman grantee Shelly Bell, founder and CEO of Black Girl Ventures, a company that “funds and scales tech-enabled, revenue-generating businesses (under $1M) founded by people who identify as Black/Brown and woman” to talk about the solutions she’s pioneering and the opportunities Kauffman has been able to help unlock for her along the way.


NationSwell: Tell me about Black Girl Ventures.

Black Girl Ventures’ Founder + CEO Shelly Bell: I started Black Girl Ventures because I wanted to help Black and Brown founders. Black and Brown women start businesses at six times the national average, yet we receive less than 1 percent of venture capital funds. 

I wanted to get capital to the entrepreneurs who wanted it and needed it. As an ecosystem builder, I wanted to show that I could do something, that the community could do something. That instead of the community just being consumers, they could donate, become economic catalysts for these women.

“Ecosystem builder” is a term Kauffman coined, in which you understand that everything plays a part. if we think about entrepreneurship that way, a financial institution plays a part, the government plays a part — all of these pieces create the right environment for growth. And so as an ecosystem builder, I view myself as moving towards actions and effort. I create the right environments for Black and Brown women entrepreneurship to thrive — I pull in governments, pull in corporations, I make an on-ramp that has destinations and exits.

This started as a brunch, where people would come and pay at the door. While you ate, you’d listen to Black women entrepreneurs make their pitches for their business. If you liked their idea and wanted to fund it, you’d put a marble in a coffee mug, and the founder would receive dollars in proportion to the number of marbles they received.

So this all started in 2016 as a local brunch, and suddenly, we were doing them in Chicago, Atlanta, New York, Detroit, Baltimore, Philly — even SXSW, one year.

My first hypothesis was: Can I get a bunch of people together to give to Black and Brown women founders? And then I thought, “Can I activate women on the ground to be active in this?” Because if we can activate women on the ground, if we can activate people in their own communities, then we can see an immense impact and trajectory in the shift of Black and Brown women’s business

Over the course of four years, we’ve mobilized $1.4 million and directly funded 104 women to date.


NS: What are some the unique ways the Kauffman Foundation has helped support you and your efforts? 

SB: I don’t know that i understood what it meant to build a relationship with a foundation. I didn’t know that I was supposed to ask for money. I was so green at one point as an ecosystem builder: I had no idea about metrics and how to communicate them for what makes sense to a large funder.

[Senior Program Officer for Kauffman Foundation] Andy Stoll never skipped my emails. He always answered every email I sent him. That level of relationship building was integral to me: That a prestigious foundation would answer my emails and respond to my questions that way, it really created a unique relationship between me and the organization.


NS: What are some of the challenges Black women founders face?

SL: On the investor side, the bottom line is bias. People find people in power who look like them, talk like them and act like them. On the part of the founders, historically, black people have only been able to be in business uninterrupted sixty years. That means the right to own a home, the right to a bank account, to build wealth and equity, to use that equity to start a business — because it’s only been that amount of time, there hasn’t been enough time to built wealth generationally, and because of that, there’s no rich uncle to give us the funds and the space for experimentation — and that experimentation counts.

Kauffman was the rich uncle willing to take chance on us. Because of the funding that we got from them, we were able to show that we could handle six figure donations. And that was so important for our journey because it wasn’t that we couldn’t handle six or seven figure funders — we could — but until someone actually gives you that funding, the funders believe that you can’t handle six or seven figure funders. 

Kauffman’s grant was a signal. It was more than funding. I was going to make the impact that I was going to make with that money anyway. But it’s so key to an organization with under-represented founders to get that level of funding from someone as prestigious as Kauffman because it’s a signal to the rest of the funding community that you’re rocking to them. 

We needed that signal because we had the impact, we had the numbers on the board, we just didn’t have that signal. And that signal from Kauffman created more opportunities to come our way. And I think that this is so key to this experience. It unlocked more funding, and it allowed me to be able to pilot my hypothesis to inspire + activate women on the ground, expand vision further. It gave me space and room to do that. 

And it’s worth noting that Kauffman’s funding has not caused a burden on us at all.

So I’m calling on all the wealthy uncles out there who are giving their nephews $20k and $50k to give that to black and brown women founders with no returns. How about that? 

All we need is for you to fund us, and get out of the way.


Produced in partnership with the Kauffman Foundation. To learn more about their grantmaking, visit their website