A landmark decision from outdoor clothing brand Patagonia to dedicate its profits to fight the climate crisis didn't surprise its employees — but that's not to say the process has been stress-free. The move, which made headlines for being a novel marriage of capitalism and charity, prompted some to question whether the transformation would encourage others to follow suit. "They didn't want to sell the company because at the end of the day, yes, they could take the profits out but then it is a one-off situation," Hajikhanian said. "What it was really all about was to create a new way of capitalism, you know, to turn capitalism upside down and inspire other businesses to do things differently — and it felt like a real natural step," she added. "It may have been a really big moment, but for us, it was quite normal."

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Persons: Yvon Chouinard, Nina Hajikhanian, Hajikhanian Organizations: Patagonia EMEA, CNBC Locations: Patagonia