1% for the Planet

Waitsfield, Vermont

Nov 2, 2011
Outside Magazine
Brittany and Brodie

Brittany and Brodie of 1% for the Planet head out on a "climate ride" to raise awareness about climate change.    Photo: Courtesy of 1% for the Planet

BY THE NUMBERS: In 2010, 1,450 companies donated $22 million to environmental organizations through 1%.
WHO’S IN CHARGE: Terry Kellogg, 39, a Yale-trained MBA who was the first director of environmental stewardship at Timberland.
WHAT IT DOES: In 2001, ­Patagonia founder Yvon ­Choui­nard and Craig Matthews, the owner of Blue Ribbon Flies, hatched a simple plan to encour­age ­businesses to give back to the environment. A business pledges to donate 1 percent of sales to vetted ­environmental groups—­including several on this list—and agrees to be ­audited annually. In exchange, it can display the 1% logo, designed to encourage consumers to support companies that are giving back. Since then, the organization has raised close to $100 million for more than 2,500 groups, from American Forests to the Shawangunk Conservancy. The money has ­powered high-impact projects like the Seed Alliance, which is using money from Clif Bar to establish a seed bank to conserve genetic crop diversity. Now 1% signs on an average of one new member every day—from small wineries to large manufacturers in 45 countries—and is on track to become the largest network of environmental funders on the planet.
EXTRA CREDIT: For decades, Chouinard has put his money where his good intentions are.
LOOKING AHEAD: 1% recently enlisted 14 people—­including musician Jack Johnson and ­Outside’s own Christopher Keyes—to help spread the word.