Patagonia and Purpose-Driven Planning
“Hopefully this will influence a new form of capitalism that doesn’t end up with a few rich people and a bunch of poor people.” So remarked Yvon Chouinard, the founder of outdoor clothing company Patagonia, as he announced his remarkably unique estate plan. Rather than take a more conventional approach of either selling his Patagonia shares, or perhaps gifting the Patagonia shares to his two adult daughters, Chouinard recently gifted his entire $3.0 billion ownership stake to two entities: a specially designed “business purpose trust,” and to a 501(c)(4) social welfare organization. In this month’s update, I provide a brief overview of the Patagonia plan, and consider what lessons we can draw from the Patagonia plan.