Yvon Chouinard: The Real Deal
«I was on Forbes’ billionaire list, which really pissed me off» said Yvon Chouinard, the founder of Patagonia, who made headlines when he transferred all his company’s shares to Holdfast Collective, a nonprofit organization dedicated to tackling the environmental crisis. He committed to redirecting all potential profits from Patagonia to fight climate change and support biodiversity. While this didn’t surprise many—Patagonia had already donated over $50 million to environmental NGOs—this time, Chouinard took things to a whole new level. As he puts it, “The Earth is now our only shareholder” Amen to that.
This is the same Yvon Chouinard who removed the logo from Patagonia’s iconic vests to extend their lifespan, despite breaking all marketing rules. He’s also the one who, during the frenzy of Black Friday, released a statement asking people not to buy his products, encouraging them to reuse what they had instead of being wasteful. Kudos to Yvon.
Chouinard’s philosophy turned Patagonia into one of the most respected brands globally and positioned him as a sort of chill messiah, in whom many have placed their hopes. In a letter, Chouinard explained that when he realized the scale of global warming and how his own business wasn’t helping the cause, he decided to change how business was done. Patagonia redefined its corporate mission to focus on saving our home planet. PS: We highly recommend his book Let My People Go Surfing.
While Chouinard’s example is extreme and blessed by fortune, and though many market leaders have recently been enveloped in a fog of altruism, few have moved beyond talk into action. And in this era of disruption, existential rethinking, and humanitarian crises, society expects more—and expects it now. It’s time for action, not words.
The New Role of the CEO: Action Over Talk
At HORSE, we firmly believe that CEOs are evolving. We base our beliefs on the data—big data, to be precise. We’re officially welcoming this renewed sense of purpose that has sprouted in the highest peaks of the global economy. So, let’s dissect the anatomy of future leaders—those who will set the agenda, dominate their fields, and emerge as true agents of change. AK.A. Thought Leaders.
Green Is the New Black
It’s time to update the CEO manual and compost the outdated guidelines and protocols. Say goodbye to the old rulebook that required CEOs to maintain discretion, political correctness, and a low profile under the individualist mantra of “mind your own business.” The future demands leaders who grab the bull by the horns and amplify their voices. CEOs must now take bold positions on global issues like the environmental crisis, wealth distribution, diversity, equity, inclusion, and sustainability.
In other words, CEOs are expected to improve people’s lives, ensuring their work leaves a lasting impact across generations. This new wave of philanthropy needs to be more than just a strategy for good PR—it must be genuine, or it will backfire.
As Bret Taylor, Executive Director of Salesforce, said during a visit to Latin America, “Every CEO I spoke with brought up sustainability and carbon footprint. That wouldn’t have happened four years ago.” Yet, in PwC’s 25th Annual Global CEO Survey, only 22% of CEOs had committed to net-zero targets. But it’s a start.
Today’s leading CEOs prioritize deep, transformative changes—environmental, economic, and social. These changes include responsible resource use, corporate climate policies, renewable energy adoption, reducing plastic consumption, eco-friendly processes, limiting harmful chemicals, managing toxic waste responsibly, and publishing carbon reports.
CEOs as Agents of Change
The role of the CEO has taken on a more human, social, and active dimension, resembling a form of political vocation—except, thankfully, we don’t pay their salaries (well, maybe indirectly, given the capitalist system we’re part of). The new leadership model requires new soft skills that go beyond the traditional expectations of the role. While making complex, disruptive decisions remains a CEO’s primary responsibility, their agenda now includes a few additional bullet points.
Investment in leadership is now crucial to developing executives who can keep pace with the demands of our ever-changing world. Leaders must innovate to meet emerging tech needs, adopt agile business models, navigate macroeconomic challenges, survive global turmoil, and, yes, steer through crises like a pandemic. Sustainable company growth is now closely linked to a CEO’s influence and the trust they inspire.
Actions Speak Louder Than Words
CEOs are under intense scrutiny, and those who want to maintain their influence must adapt to the changes. It’s not enough to establish an inclusive, diverse, and sustainable corporate culture; leaders must lead by example, both personally and professionally. Firm policies that reflect the values of their slogans are crucial. This is no time for empty speeches—now is the time for action.
Warren Buffett, CEO of Berkshire Hathaway, wisely notes, “Reputation is more important than money. You can afford to lose money, but not your reputation.” He advises that every decision should be considered with this question in mind: Would I be comfortable seeing this on the front page of The Wall Street Journal? If a CEO preaches sustainability but flies private jets to their weekend getaway, something doesn’t add up.
We’re witnessing a shift in the priorities of CEOs. Financial goals are no longer alone in the vision board.
The DNA of the New Leader
The DNA of the modern leader includes emotional intelligence, authenticity, humility, honesty, vulnerability, the ability to reflect, and the speed to react. But the core molecule is empathy. These leaders must manage both their own emotions and those of others in often challenging environments. The path to true influence excludes traits like extreme extroversion, narcissism, negativity, or arrogance. Instead, leaders need courage when opportunity knocks, prudence in volatile times, and wisdom during crises.
The new CEO model is clear: those who fail to adapt will lose relevance. It’s time for action. The future demands leaders who are not only skilled decision-makers but also empathetic, socially conscious, and ready to make a real difference.
