Yvon Chouinard, co-founder of 1% for the Planet, founder and owner of Patagonia. Photo by Jeff Johnson.
When Yvon Chouinard and Craig Mathews decided to establish 1% for the Planet in 2002, they had one goal in mind: “to increase the effectiveness of environmental organizations by providing them with funding.” They chose the number 1 because it is simple and linked to revenue, as it is a “hard” number that is not tied to profit fluctuations. This deliberate choice from the beginning has allowed them to redirect over 50 million dollars annually to environmental protection organizations, with the support of more than 5,250 companies or brands worldwide today (at a rate of 200 new companies per month, including 40 in France).
Despite these figures, environmental causes still remain the underdog of philanthropy today: in France, they represent only 7% of corporate sponsorship funds. This is insufficient considering the challenges we face and will continue to face.
The team’s work consists of convincing companies to allocate 1% of their revenue to philanthropy and direct that philanthropy towards environmental causes. We offer different engagement options: the entire company, one or more of their brands, or even a specific product range. In the case of engagement through a product range, there is a prerequisite of a minimum annual philanthropic contribution of €20,000, which ensures that our logo is not used for low-cost purposes.
Regardless of the chosen scope, and with increased vigilance when it comes to product ranges, our team ensures that communication remains within the boundaries of philanthropic engagement. The language used in communication is contractual and aims to be truthful, accurate, and appropriate.
In parallel, for the direct allocation of their 1%, we connect companies with environmental organizations through events such as 1% Cafés, Meetings for the Planet, or the Advent Calendar. This interaction between companies and associations accelerates the flow of donations, directly increasing their effectiveness. It is also a powerful tool for companies to involve their employees in their philanthropic choices.
A third key aspect of the 1% model is the verification of commitment. We annually compare the revenue and the sum of the donations made. The obligation to provide proof makes all the difference between proclaimed philanthropy and verified philanthropy. If a company fails to meet its (contractual) commitment, it must leave the collective.
Furthermore, just as companies support philanthropy, philanthropy also supports companies. Most companies in our movement are deeply committed and aware of the need for alignment between their footprint and their philanthropic engagement. If that is not the case, associations are there to remind them. It is this exchange in both directions that enriches our movement.
The 1,125 French companies standing with us today contribute over €9 million in annual philanthropy, a vital amount for the survival of many organizations.
The use and distribution of these funds will be detailed in our activity report, soon to be published on our website, to share our efforts transparently.
Our small team works tirelessly to fulfill the mission entrusted to us 20 years ago by Yvon Chouinard and Craig Mathews: to increase the effectiveness of grassroots environmental organizations by providing them with funding.
We extend our gratitude to the 646 accredited associations in France for their dedicated efforts in defending biodiversity, climate, and all aspects of the ecological and social transition.
Time is running out, and the road ahead is still long, but we persist unwaveringly.
— An article by 1% for the Planet —
