Reflections from my conversation with Vincent Stanley on the Journey to Regeneration
In a world where the words “regeneration” and “net-zero” get thrown around far too easily, Patagonia offers something rare: humility, honesty, and a refusal to overclaim.
In the latest episode of a new podcast, Journey to Regeneration, I spoke with Vincent Stanley, Patagonia’s Director of Philosophy and co-author (with Yvon Chouinard) of The Future of the Responsible Company. Vincent joined Patagonia in 1973 and has helped shape the company’s voice and vision across five decades. Our conversation was grounded, reflective, and clear-eyed about the realities of doing business on a planet in crisis.
Here are some of the key takeaways:
Patagonia avoids the term “regeneration” in apparel—not because they don’t care, but because they’re not there yet. Instead, they focus on responsibility.
They’re rethinking consumption, not just production. From repair centers to resale to their famous “Don’t Buy This Jacket” campaign, Patagonia pushes customers to buy less and use longer.
Behind the scenes, they’re partnering with suppliers to move away from fossil fuels—and working with peers like Dr. Bronner’s to create new standards like the Regenerative Organic Certification.
Vincent’s advice for other businesses? Start with your values, be honest about trade-offs, and focus on local impact. And above all: avoid the temptation to greenwash.
Listen to the full episode here:
Regenerative Business Pioneers - Patagonia
In this episode, host Christopher Marquis speaks with Vincent Stanley, a long-time leader at Patagonia and co-author of The Future of the Responsible Company. Vincent offers a candid perspective on what it means for a business to act responsibly in an extractive global economy. He explains why Patagonia is cautious with terms like “regeneration,” applyi…
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The regenerative business practices and sustainability innovations highlighted in this week's Regenerative Insights directly tackle the critical issues of corporate responsibility explored in my recent book explored in my recent book, The Profiteers: How Business Privatizes Profit and Socializes Cost.