The following review comes from Mountain Gazette magazine, #190, the author is Andy Anderson.
The Responsible Company
By now you’ve likely heard the story — in the late-’60s, itinerant surfer and big-wall climber Yvon Chouinard began hand-forging climbing gear in a seaside shed under the name Chouinard Equipment. He eventually added a clothing line, which grew into outdoor apparel giant and environmental champion Patagonia, a company that now banks somewhere in the neighborhood of $500 million a year. Somewhere along the way, however, Chouinard became a poster child for socially and environmentally conscious business management, and his latest book, “The Responsible Company,” distills what he and co-author and Patagonia veteran Vincent Stanley have learned on the subject throughout the company’s 40-year history.
Early in the book, the authors reveal that Patagonia’s attention-getting practices have them keeping some odd bedfellows theses days, most notably price-slashing juggernaut Wal-Mart, which Patagonia has been consulting on environmental improvements over the last few years.
It seems Wal-Mart and countless other major companies are coming to the sobering realization and fairly common-sense ideal that Patagonia has operated on for years — “doing good creates better business.” In other words, the less resources and energy consumed by a company, the more profit they will make.
Despite some modest examples of Patagonia’s successful environmental initiatives, the book isn’t rife with the kind of horn-tooting one might expect from a book on business published by a for-profit company. On the contrary, Chouinard and Stanley level the playing field by stating that Patagonia is not the model for a responsible company, and there is no human economic activity that is yet worthy of the popular buzzword “sustainable.”
In addition to an interesting state-of-the-union address on business and the environment, the meat of the book is a sort of elemental style guide for responsible business practices, something useful for not only CEOs and corporate bigwigs, but anyone looking to create a more meaningful existence at work.
So perhaps responsible is the new sustainable — any company can boast about philanthropic work or financial donations, but it requires something more to take responsibility for the inherent environmental and social damage done by your company and make steps to alleviate it.