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Patagonia apparel appeals to distinct, growing market, doing well while “doing good”.

Rose Marcario, Patagonia chief executive officer, “tells all” about unusual commitment to advancing sustainability:

The New York Times ( reports that Patagonia “counts success in factors benefiting the public, like helping the environment, rather than simply maximizing profit, without the fear of being sued by potential investors.”

Ms. Marcario explains the company’s successful pursuit of the upscale, “green” consumer this way: “Business can be the most powerful agent for change, and if business doesn’t change, then I think we’re all doomed. Business that puts profit above people and the environment is not going to be a healthy and sustainable way for us to live and for the planet to survive.”

But she is also the business realist: “This is not a charity case – we have our limits”, she avers.