BUSINESS: Patagonia – The Gold Standard or the Green Halo
Автор: Fifth Element Coaching
Загружено: 2026-02-16
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Patagonia – The Gold Standard or the Green Halo? is the first case study in our series examining whether the stories we’re told about “good business” hold up under structural scrutiny. Patagonia has long been celebrated as the model for ethical, sustainable corporate behavior. But when we look at the company through the Fifth Element Framework, a more complex picture emerges. In this episode, Dene Hager traces Patagonia’s origins, acknowledges its genuine environmental leadership, and then examines the gaps—labor, governance, reciprocity, and power—that remain largely unaddressed beneath the brand’s green halo.
This episode is not about tearing Patagonia down. It’s about seeing clearly: where the company is leading, where it is limited, and what becomes possible when environmental stewardship is paired with labor justice, shared power, and structural accountability. Through Earth, Water, Fire, Air, and Aether, we explore what Patagonia has built, what it has avoided, and what the next evolution of ethical business could look like.
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