[et_pb_section fb_built=”1″ _builder_version=”4.16″ custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.17.6″ header_font=”|on|||” text_orientation=”center” module_alignment=”center” header_font_size_tablet=”” header_font_size_phone=”16px” header_font_size_last_edited=”on|desktop” header_2_font_size_tablet=”” header_2_font_size_phone=”16px” header_2_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.16″ custom_margin=”||||false|false” custom_padding=”||3px|||” global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ max_width=”800px” use_custom_width=”on” custom_width_px=”800px” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.17.6″ text_font_size=”16px” global_colors_info=”{}”]<\/p>\n
I<\/span>n an open letter to his 3 600 employees, Patagonia’s founder wanted to explain his gesture, his motivations, and especially why he decided to give his company away. Chouinard said it, and repeated it: “I never wanted to be a businessman. I started out as a craftsman myself, making climbing gear for my friends, and then clothing.” Chouinard was part of the golden age of climbing in Yosemite, California, opening the North America Wall on El Capitan with the best climbers of the sixties. At that time, he forged his own pitons, which he marketed under the name Chouinard Equipment*. Then he created a clothing brand in the 70s, Patagonia, starting by selling rugby shirts for climbing. 40 years later, Patagonia is valued at 3 billion dollars, after a success story in the outdoor industry – and a long contractual relationship with the US Army<\/a> until today, which is less known.<\/p>\n In 2018, the company has made it its mission to “protect the planet.” This September, Chouinard, 83 years old, devised his own succession model, wanting to continue to help the planet, so that “the Earth would be the sole shareholder” of Patagonia. He decided to give his company to two trusts, ruling out the other two possibilities: that of a sale followed by a donation and that of a public offering.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.16″ max_width=”800px” custom_margin=”||||false|false” custom_padding=”0|0px||0px|false|false” use_custom_width=”on” custom_width_px=”800″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.17.6″ text_font_size=”16px” global_colors_info=”{}”]<\/p>\n ” L\u2019une des options \u00e9tait de vendre Patagonia et de donner l\u2019int\u00e9gralit\u00e9 de l\u2019argent g\u00e9n\u00e9r\u00e9 par la vente. Ceci n\u2019offrait aucune garantie sur le maintien de nos valeurs ou le maintien de nos \u00e9quipes autour du monde. Une autre possibilit\u00e9 \u00e9tait de rentrer en bourse. C\u2019aurait \u00e9t\u00e9 une v\u00e9ritable catastrophe. Une fois cot\u00e9es en bourse, m\u00eame les entreprises ayant les meilleures intentions du monde font le choix du gain \u00e0 court terme plut\u00f4t que de penser croissance \u00e0 long terme et responsabilit\u00e9<\/em> “, explique Yvon Chouinard dans sa lettre.\u00a0<\/p>\n “One option was to sell Patagonia and donate all the money. But we couldn\u2019t be sure a new owner would maintain our values or keep our team of people around the world employed. <\/em>Another path was to take the company public. What a disaster that would have been. Even public companies with good intentions are under too much pressure to create short-term gain at the expense of long-term vitality and\u202fresponsibility<\/em>“, explains Yvon Chouinard in his letter.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.16″ max_width=”1200px” use_custom_width=”on” custom_width_px=”800px” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/alpinemag.fr\/wp-content\/uploads\/2022\/08\/Yvon_Chouinard_Photo-CampbellBrewer.jpg” title_text=”Yvon_Chouinard_Photo-CampbellBrewer” show_in_lightbox=”on” show_bottom_space=”off” align=”center” _builder_version=”4.17.6″ width=”100%” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.17.6″ text_font=”Merriweather|900|||||||” text_font_size=”16″ custom_margin=”||||false|false” border_style=”solid” saved_tabs=”all” global_colors_info=”{}”]<\/p>\n Yvon Chouinard \u00a9Campbell Brewer<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.16″ custom_margin=”||||false|false” custom_margin_tablet=”” custom_margin_phone=”” custom_margin_last_edited=”on|desktop” custom_padding=”4px||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ max_width=”800px” custom_margin=”50px|||” custom_padding=”0|0px|22.796875px|0px|false|false” use_custom_width=”on” custom_width_px=”800″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.17.6″ text_font_size=”16px” global_colors_info=”{}”]<\/p>\n Chouinard’s idea is to apply the company’s mission “to the letter<\/em>“: to use the wealth Patagonia creates to protect the source of all wealth. How do you do that?<\/p>\n “100% of the company\u2019s voting stock transfers to the Patagonia Purpose Trust, created to protect the company\u2019s values; and 100% of the nonvoting stock had been given to the Holdfast Collective, a nonprofit dedicated to fighting the environmental crisis and defending nature. The funding will come from Patagonia: Each year, the money we make after reinvesting in the business will be distributed as a dividend to help fight the crisis.<\/em>“<\/p>\n The company is now 98% owned by the Hold Fast Collective and 2% by the Patagonia Purpose Trust. The first structure collects the dividends attached to its shares. The second, which has 100% of the voting rights, decides how to allocate them. As the company points out, with 2% of the company as well as all of the voting shares, it is therefore this Purpose Trust that will decide where Patagonia’s profits will go. The non-voting shares have economic value but no decision-making weight. The voting shares have both economic and decision-making value. Every year, the excess profit – which is the amount of money left over after making the investments necessary to sustain Patagonia – will be distributed as dividends to the Holdfast Collective and “fund the fight against the environmental crisis.”<\/p>\n The Patagonia Purpose Trust was created to preserve the values and mission of the company, “the Chouinard family will guide the Purpose Trust by electing and directing its leadership (…) the family will also guide the philanthropic actions carried out by the Holdfast Collective”. It ensures Patagonia’s commitment to its corporate mission, “We are using business to save our planet” claims Yvon Chouinard.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_testimonial quote_icon_color=”#000000″ quote_icon_background_color=”#ffffff” _builder_version=”4.17.6″ body_font=”Oswald|700||on|||||” body_text_align=”center” body_text_color=”#000000″ body_font_size=”30″ use_background_color=”off” custom_margin=”||||false|false” saved_tabs=”all” global_colors_info=”{}”]<\/p>\n Annual sales of around $1 billion per year<\/p>\n [\/et_pb_testimonial][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.16″ max_width=”800px” custom_margin=”50px|||” custom_padding=”0|0px|22.796875px|0px|false|false” use_custom_width=”on” custom_width_px=”800″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.17.6″ text_font_size=”16px” global_colors_info=”{}”]<\/p>\n Patagonia has annual sales of $1 billion. It is therefore not insignificant that the founder chose to lock in the direction of dividends with this decision. In 2002, Chouinard founded 1% for the Planet<\/em>, a federation of companies that commit to donating 1% of their annual sales to environmental organizations. In 2011, Patagonia left a mark in everybody’s mind with an ad whose slogan was “Don’t Buy This Jacket.”<\/p>\n In its 50-year history, Patagonia estimates that it has distributed around $150 million in support of climate action. Chouinard estimates that with his donation, and the set up of the two trusts, the amount that could go to the preservation of the planet could reach 100 million dollars per year.<\/p>\n Chouinard, who claims to have supported Bernie Sanders, a socialist, while continuing to manufacture products at the other end of the planet (Vietnam, etc.), will have tried until the end to reconcile “business” and ecology. Even if he states that with this new future “we wish to continue our experimentation mixing profitability and environmental values”, Yvon Chouinard will perhaps not have imagined anything more powerful than his famous “Don’t Buy This Jacket”.<\/p>\n <\/p>\n <\/p>\n *\u00a0Chouinard Equipment would later become Black Diamond, an independent company, which Chouinard created in 1989 before selling it in 2010.<\/em><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" Patagonia’s founder, Yvon Chouinard, could have sold his $3 billion…<\/p>\n","protected":false},"author":24,"featured_media":58155,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"[et_pb_section fb_built=\"1\" _builder_version=\"4.16\" custom_margin=\"||||false|false\" global_colors_info=\"{}\"][et_pb_row _builder_version=\"4.16\" background_size=\"initial\" background_position=\"top_left\" background_repeat=\"repeat\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\" _builder_version=\"4.16\" custom_padding=\"|||\" global_colors_info=\"{}\" custom_padding__hover=\"|||\"][et_pb_text _builder_version=\"4.17.6\" header_font=\"|on|||\" text_orientation=\"center\" module_alignment=\"center\" header_font_size_tablet=\"\" header_font_size_phone=\"16px\" header_font_size_last_edited=\"on|desktop\" header_2_font_size_tablet=\"\" header_2_font_size_phone=\"16px\" header_2_font_size_last_edited=\"on|phone\" global_colors_info=\"{}\"]\nPatagonia’s future<\/strong><\/h2>\n
Le fondateur de Patagonia, Yvon Chouinard, aurait pu vendre son entreprise valoris\u00e9e \u00e0 3 milliards de dollars, ou l'introduire en bourse. Craignant que des successeurs ne partagent pas ses valeurs, et n'ayant aucune app\u00e9tence pour la Bourse et ses gains \u00e0 court terme, Chouinard a choisi de transmettre 100% du capital de Patagonia et de ses droits de vote \u00e0 deux structures afin de veiller \u00e0 ce que les dividendes de Patagonia servent \u00e0 financer des actions contre le r\u00e9chauffement climatique. Explications.<\/strong><\/h2>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\" _builder_version=\"4.16\" custom_margin=\"||||false|false\" custom_padding=\"||3px|||\" global_colors_info=\"{}\"][et_pb_row _builder_version=\"4.16\" max_width=\"800px\" use_custom_width=\"on\" custom_width_px=\"800px\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\" _builder_version=\"4.16\" custom_padding=\"|||\" global_colors_info=\"{}\" custom_padding__hover=\"|||\"][et_pb_text _builder_version=\"4.17.6\" text_font_size=\"16px\" global_colors_info=\"{}\"]\n\n[dropcap size=big]D[\/dropcap]ans une lettre ouverte \u00e0 ses 3600 salari\u00e9s, le fondateur de Patagonia a voulu expliquer son geste, ses motivations, et surtout pourquoi il d\u00e9cide de donner son entreprise. Chouinard l'a dit, et r\u00e9p\u00e9t\u00e9 : \"je n'ai jamais voulu \u00eatre un homme d'affaires. J'ai commenc\u00e9 moi-m\u00eame comme artisan, en fabriquant du mat\u00e9riel d'escalade pour mes amis, puis des v\u00eatements<\/em>\". Chouinard a fait partie des grimpeurs de l'\u00e2ge d'or du Yosemite, en Californie, il a ouvert le North America Wall<\/em> sur El Capitan avec les meilleurs grimpeurs des sixties. \u00c0 l'\u00e9poque il forge ses propres pitons, qu'il commercialise sous le nom de Chouinard Equipment*. Ensuite il cr\u00e9e une marque de v\u00eatements dans les ann\u00e9es 70, Patagonia, en commen\u00e7ant par vendre des maillots de rugby pour grimper. 40 ans plus tard, Patagonia est valoris\u00e9e 3 milliards de dollars, apr\u00e8s une success story dans l'outdoor - et une longue relation contractuelle avec l'arm\u00e9e am\u00e9ricaine<\/a> jusqu'\u00e0 aujourd'hui, ce que l'on sait moins.\n\nEn 2018, l'entreprise s'est donn\u00e9e pour mission de \"prot\u00e9ger la plan\u00e8te<\/em>\". Ce mois de septembre, Chouinard, 83 ans, a imagin\u00e9 son propre mod\u00e8le de succession en voulant continuer \u00e0 d\u00e9fendre la plan\u00e8te, pour que \"la Terre soit le seul actionnaire<\/em>\" de Patagonia. Il a d\u00e9cid\u00e9 de donner son entreprise \u00e0 deux trusts, \u00e9cartant les deux autres possibilit\u00e9s : celle de la vente suivie d'une donation et celle de l'introduction en bourse.\n\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\"4.16\" max_width=\"800px\" custom_margin=\"||||false|false\" custom_padding=\"0|0px||0px|false|false\" use_custom_width=\"on\" custom_width_px=\"800\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\" _builder_version=\"4.16\" custom_padding=\"|||\" global_colors_info=\"{}\" custom_padding__hover=\"|||\"][et_pb_text _builder_version=\"4.17.6\" text_font_size=\"16px\" global_colors_info=\"{}\"]\n\n\" L\u2019une des options \u00e9tait de vendre Patagonia et de donner l\u2019int\u00e9gralit\u00e9 de l\u2019argent g\u00e9n\u00e9r\u00e9 par la vente. Ceci n\u2019offrait aucune garantie sur le maintien de nos valeurs ou le maintien de nos \u00e9quipes autour du monde. Une autre possibilit\u00e9 \u00e9tait de rentrer en bourse. C\u2019aurait \u00e9t\u00e9 une v\u00e9ritable catastrophe. Une fois cot\u00e9es en bourse, m\u00eame les entreprises ayant les meilleures intentions du monde font le choix du gain \u00e0 court terme plut\u00f4t que de penser croissance \u00e0 long terme et responsabilit\u00e9<\/em> \", explique Yvon Chouinard dans sa lettre. \n\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\"4.16\" max_width=\"1200px\" use_custom_width=\"on\" custom_width_px=\"800px\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\" _builder_version=\"4.16\" custom_padding=\"|||\" global_colors_info=\"{}\" custom_padding__hover=\"|||\"][et_pb_image src=\"https:\/\/alpinemag.fr\/wp-content\/uploads\/2022\/08\/Yvon_Chouinard_Photo-CampbellBrewer.jpg\" title_text=\"Yvon_Chouinard_Photo-CampbellBrewer\" show_in_lightbox=\"on\" show_bottom_space=\"off\" align=\"center\" _builder_version=\"4.17.6\" width=\"100%\" global_colors_info=\"{}\"][\/et_pb_image][et_pb_text _builder_version=\"4.17.6\" text_font=\"Merriweather|900|||||||\" text_font_size=\"16\" custom_margin=\"||||false|false\" border_style=\"solid\" saved_tabs=\"all\" global_colors_info=\"{}\"]\n\nYvon Chouinard \u00a9Campbell Brewer\n\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\" _builder_version=\"4.16\" custom_margin=\"||||false|false\" custom_margin_tablet=\"\" custom_margin_phone=\"\" custom_margin_last_edited=\"on|desktop\" custom_padding=\"4px||||false|false\" global_colors_info=\"{}\"][et_pb_row _builder_version=\"4.16\" max_width=\"800px\" custom_margin=\"50px|||\" custom_padding=\"0|0px|22.796875px|0px|false|false\" use_custom_width=\"on\" custom_width_px=\"800\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\" _builder_version=\"4.16\" custom_padding=\"|||\" global_colors_info=\"{}\" custom_padding__hover=\"|||\"][et_pb_text _builder_version=\"4.17.6\" text_font_size=\"16px\" global_colors_info=\"{}\"]\n
Le futur de Patagonia<\/strong><\/h2>\nL'id\u00e9e de Chouinard est d'appliquer \"\u00e0 la lettre<\/em>\" la mission de l'entreprise : utiliser la richesse cr\u00e9\u00e9e par Patagonia pour prot\u00e9ger la source de toute cette richesse. Comment ?\n\n\"100% de nos actions avec droit de vote sont transf\u00e9r\u00e9es \u00e0 un \u00ab Purpose Trust \u00bb afin de prot\u00e9ger les valeurs de notre soci\u00e9t\u00e9. <\/em>100% de nos actions sans droit de vote sont transf\u00e9r\u00e9es \u00e0 des organisations non- gouvernementales prot\u00e9geant la Nature et combattant la crise environnementale. Les fonds seront transf\u00e9r\u00e9s par Patagonia : tous les ans, la somme d\u2019argent restante apr\u00e8s avoir effectu\u00e9 les investissements n\u00e9cessaires \u00e0 la p\u00e9rennit\u00e9 de notre entreprise sera distribu\u00e9e sous forme de dividende et financera la lutte contre la crise environnementale.<\/em>\"\n\nLe capital de l\u2019entreprise est d\u00e9sormais d\u00e9tenu \u00e0 hauteur de 98 % par le Hold Fast Collective et de 2 % par le Patagonia Purpose Trust. La premi\u00e8re structure r\u00e9colte les dividendes attach\u00e9s \u00e0 ses actions. La seconde, qui dispose de 100 % des droits de vote, d\u00e9cide de leur allocation. Comme le pr\u00e9cise l'entreprise, avec 2% de la compagnie ainsi que l\u2019int\u00e9gralit\u00e9 des actions avec droit de vote, c'est donc ce Purpose Trust qui va d\u00e9cider o\u00f9 vont aller les b\u00e9n\u00e9fices de Patagonia. Les actions sans droit de vote ont une valeur \u00e9conomique mais aucun poids en mati\u00e8re de d\u00e9cision. Les actions avec droit de vote ont \u00e0 la fois une valeur \u00e9conomique et d\u00e9cisionnaire. Tous les ans, le b\u00e9n\u00e9fice exc\u00e9dentaire, c\u2019est-\u00e0-dire la somme d\u2019argent restante apr\u00e8s avoir effectu\u00e9 les investissements n\u00e9cessaires \u00e0 la p\u00e9rennit\u00e9 de Patagonia, sera distribu\u00e9e sous forme de dividendes au Holdfast Collective et \"financera la lutte contre la crise environnementale<\/em>\".\n\nLe Patagonia Purpose Trust a \u00e9t\u00e9 cr\u00e9\u00e9 dans le but de pr\u00e9server les valeurs et la mission de l'entreprise, \"la famille Chouinard guidera le Purpose trust en \u00e9lisant et en dirigeant son leadership (...) la famille guidera \u00e9galement les actions philanthropiques men\u00e9es par le Holdfast Collective<\/em>\". Il garantit l\u2019engagement de Patagonia dans sa mission d\u2019entreprise, \"Nous utilisons le monde des affaires pour sauver notre plan\u00e8te\" <\/em>revendique Yvon Chouinard.\n\n \n\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\"4.16\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\" _builder_version=\"4.16\" global_colors_info=\"{}\"][et_pb_testimonial quote_icon_color=\"#000000\" quote_icon_background_color=\"#ffffff\" _builder_version=\"4.17.6\" body_font=\"Oswald|700||on|||||\" body_text_align=\"center\" body_text_color=\"#000000\" body_font_size=\"30\" use_background_color=\"off\" custom_margin=\"||||false|false\" saved_tabs=\"all\" global_colors_info=\"{}\"]\n\nDes ventes annuelles autour de 1 milliard de $ par an\n\n[\/et_pb_testimonial][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\"4.16\" max_width=\"800px\" custom_margin=\"50px|||\" custom_padding=\"0|0px|22.796875px|0px|false|false\" use_custom_width=\"on\" custom_width_px=\"800\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\" _builder_version=\"4.16\" custom_padding=\"|||\" global_colors_info=\"{}\" custom_padding__hover=\"|||\"][et_pb_text _builder_version=\"4.17.6\" text_font_size=\"16px\" hover_enabled=\"0\" global_colors_info=\"{}\" sticky_enabled=\"0\"]\n\nLes ventes annuelles de Patagonia s'\u00e9l\u00e8vent \u00e0 un milliard de dollars. Il n'est donc pas anodin que le fondateur choisisse de verrouiller, par cette d\u00e9cision, la direction dans laquelle vont aller les dividendes. En 2002, Chouinard a confond\u00e9 1% for the Planet, une f\u00e9d\u00e9ration d'entreprises qui s'engagent \u00e0 reverser 1% de leur chiffre d'affaires annuels \u00e0 des associations environnementales. En 2011, Patagonia a frapp\u00e9 les esprits en diffusant une campagne, avec une pub dont le slogan \u00e9tait \"Don't Buy This Jacket<\/em>\". En 50 ans d'existence, Patagonia estime avoir distribu\u00e9 autour de 150 millions de dollars en faveur d'actions pour le climat. Chouinard estime qu'avec son don, et le montage des deux trusts, le montant susceptible d'aller dans la lutte pour la pr\u00e9servation de la plan\u00e8te pourrait atteindre 100 millions de dollars par an.\n\nChouinard, qui revendique avoir soutenu Bernie Sanders, socialiste, tout en continuant de fabriquer des produits \u00e0 l'autre bout de la plan\u00e8te (Vietnam, etc), aura tent\u00e9 jusqu'au bout de r\u00e9concilier le \"business<\/em>\" et l'\u00e9cologie. M\u00eame s'il affirme qu'avec ce nouvel avenir \"nous souhaitons continuer notre exp\u00e9rimentation m\u00ealant profitabilit\u00e9 et valeurs environnementales<\/em>\", Yvon Chouinard n'aura peut-\u00eatre rien imagin\u00e9 de plus puissant que son fameux \"Don't Buy This Jacket<\/em>\".\n\n \n\n \n\n* Chouinard Equipment deviendra plus tard Black Diamond, une entreprise ind\u00e9pendante, que Chouinard cr\u00e9e en 1989 avant de la revendre en 2010.<\/em>\n\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]","_et_gb_content_width":"","footnotes":""},"categories":[25,26],"tags":[536,109,535],"class_list":["post-58154","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-environment","category-society","tag-business","tag-patagonia","tag-sustainability"],"acf":[],"_links":{"self":[{"href":"https:\/\/alpinemag.com\/wp-json\/wp\/v2\/posts\/58154","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/alpinemag.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/alpinemag.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/alpinemag.com\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/alpinemag.com\/wp-json\/wp\/v2\/comments?post=58154"}],"version-history":[{"count":6,"href":"https:\/\/alpinemag.com\/wp-json\/wp\/v2\/posts\/58154\/revisions"}],"predecessor-version":[{"id":58355,"href":"https:\/\/alpinemag.com\/wp-json\/wp\/v2\/posts\/58154\/revisions\/58355"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/alpinemag.com\/wp-json\/wp\/v2\/media\/58155"}],"wp:attachment":[{"href":"https:\/\/alpinemag.com\/wp-json\/wp\/v2\/media?parent=58154"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/alpinemag.com\/wp-json\/wp\/v2\/categories?post=58154"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/alpinemag.com\/wp-json\/wp\/v2\/tags?post=58154"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}