Here's a taste:
In the Trump era, Chouinard and his company feel galvanized. Following the election, a junior employee had the goofy idea to give away Patagonia's Black Friday profits to hundreds of grassroots environmental organizations, the kind that often work for changes the current administration hates. But not just a share of the day's revenue: all of it. The idea was kicked up the chain. Within days, the company had made a promise on social media. Sales started to pour in.
The previous year, Patagonia had done $2.5 million on Black Friday. In 2016 it was $10 million—and they gave it all away. “It cost us a bunch of money,” Chouinard said, “because it was total revenue. But 60 percent of the customers were new buyers. Sixty percent. It was one of the best business things we've ever done.”