In 2022, what unprecedented move did Patagonia's founder Yvon Chouinard make that radically redefined the company's brand positioning in the outdoor/natural products industry?

Sustainable outdoor gear company Patagonia has become legendary in the retail world for its unique brand positioning and environmental activism. In 2022, founder Yvon Chouinard made a shocking decision that redefined corporate responsibility in the natural products industry. This poll tests your knowledge about one of the most revolutionary brand positioning moves in the eco-friendly retail space.

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He transferred ownership of the entire $3 billion company to a trust and nonprofit dedicated to fighting climate change
He launched a subscription model where customers rent rather than buy Patagonia products to reduce consumption
He announced Patagonia would only sell products made from 100% recycled materials by 2025
He implemented a buy-back program where customers receive full refunds when returning worn Patagonia items for recycling