"For businesses ourselves, the first step must be taking a long hard look in the mirror. The private sector faces a massive—and understandable—trust deficit on the back of widespread greenwashing, spin, and straight out lying. Therefore, we must get a clear picture of our impact and use this to open honest conversations. At Patagonia, we don’t use the word “sustainable.” Why? Because we recognize we are part of the problem. Previously, we set ourselves the target of carbon neutrality by 2025. But purchasing offsets to get us there doesn’t erase the footprint we create and won’t save us in the long run. We must first put the weight of our business behind drastically cutting emissions across the full length of our supply chain."