Recent events have cast a bad light on the ethical behavior of today's CEOs. An exception to this view is Yvon Chouinard, founder and president of Patagonia. Chouinard realized early that everything his company did had a negative effect on the environment. In response, he redefined his company's mission to be proactive in terms of the environment. Since 1985, Patagonia has donated 1 percent of its annual sales to grassroots environmental groups and has gotten more than 1,200 companies to follow its lead as part of its "1% for the Planet" group.

Discuss the following:

• What can you learn from this leader making a difference?
• If you were the CEO of an organization, what would be some initiatives you would like to put in place to encourage social responsibility?

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