American outdoor brand Patagonia has donated all of its Black Friday turnover to charity. In total, more than nie million euro went to charity, a lot more than expected.
5 times higher than expected
Patagonia had expected its global Black Friday turnover to reach two million dollars (1.9 million euro), but that sum was trumped easily. According to the brand, a lot more customers that had never before heard of the brand were drawn to it because of the charity. The Californian brand has not yet revealed which charities will receive the money, but it did say they would be organizations relatively unknown with insufficient funds to operate as intended.
Patagonia, founded in 1973, has presented itself as an environmentally friendly brand, which is why B Lab has given it the B Corp certificate. B Lab is a global NGO that rewards companies that not only focus on profit, but also on their social or environmental responsibilities.
