Notes on Nature

This one’s a big one…

We’ve been putting our faith in Nature since 1974. And today that’s truer than ever — as we become the first company in the world to give Nature a voice and a vote!

When you see a name over and over, it’s easy for it to lose its meaning. But it’s a name we keep coming back to. Interrogating what those words really mean. Asking what they should mean. And wondering if they could mean more?

There’s a saying that you should ask forgiveness, not permission. It’s meant to remove the fear. To inspire a ‘fail fast’ attitude. Don’t worry if it doesn’t work. Just pick yourself up and go again! Which is great. And has many merits. But the thinking falls down when you apply it to the planet.

Environmental personhood — the idea of giving a non-human entity (Nature) legal status and protections — is a relatively new concept, at least within our modern, Western thinking. It’s part of a wider shift towards recognising the Rights of Nature — something many of us might instinctively feel should exist, but that hasn’t yet been inked in law.

A week ago, Patagonia announced that Yves Chouinard had given away his company — handing over control and all profits to a trust that would use them to fight climate change. This week, we’re announcing that we’ve made Nature a director of our company, giving it a voice and a vote on all the decisions we make.
Already people are asking us to explain the difference.

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