How Businesses And Individuals Are Leading The Way With 1% For The Planet In Environmental Giving

Kate Williams, CEO of 1% for the Planet | 1% FOR THE PLANET

1% for the Planet is a global organization that exists to ensure our planet and future generations thrive. Started in 2002 by Yvon Chouinard, founder of Patagonia, and Craig Mathews, founder of Blue Ribbon Flies, its business members have given hundreds of millions of dollars to approved environmental partners to date. Today, 1% for the Planet’s global network consists of thousands of businesses, individuals and environmental partners working toward a better future for all, and recently announced record philanthropic giving in 2022. In 2023, 1% for the Planet aims to catalyze critical action to address the global environmental crisis.

Kate Williams, CEO of 1% for the Planet shared her journey to joining the organization and insights on how 1% for the Planet model works, its impact on the environment, and why the organization is seeing a record year for contributions. We also discussed the challenges of climate action and how businesses can use their platforms to make a difference.

Kate’s journey to 1% for the Planet had an extraordinary start already at the age of 18. Immediately after graduating from high school, she had the great opportunity to participate in a month-long wilderness expedition that turned out to be challenging in all the right ways. “It was physically demanding with significant unexpected snowfall, logistically challenging as we missed food re-rations due to conditions, and, most significantly, it was leadership challenging because one of our instructors broke his leg and we had to implement an evacuation with no cell or satellite phones while located more than 30 miles from the nearest road,” Williams recalled.

These conditions created an opportunity for her to be taken seriously and to take on real leadership roles. The aha moment for her was when the helicopter was lifting up from the pass where they had connected all of the evacuation dots after more than 48 hours (and through another snowstorm). “I was exhausted and hungry, and my feet were wet and cold in my frozen and thawed boots. The sun was setting over the most incredible wild landscape, and I was in touch with new confidence in myself and in the power of a small group of people to be amazing. ‘This is what I want to do,’ I thought,” she added.

Since that moment, with many twists along the way, her career has been about figuring out and doing “this”. She has come to understand that “this” is working for something she cares deeply about and in a role where she could align people toward a shared, complex piece of work. “I couldn’t be more grateful to be able to do exactly this at 1% for the Planet,” Williams acknowledged.

The core of 1% for the Planet model is business membership—businesses commit 1% of annual sales to vetted environmental partners. Individuals can also engage with its mission through direct donations and donations to its Planet Impact Fund. “And, of course, by looking for our logo on member products,” Williams added.

1% for the Planet has around 65 different industries represented in its network. From wellness brands to banking solutions and marketing agencies, consumers can find a certified business for nearly any product or service.

The organizations impact has grown significantly over the past few years. The network now consists of 5,500 business members from over 60 countries. To date, its members have donated over $450 million USD to environmental causes. William further explained, “At the core of it all, we are committed to keeping intersectionality at the forefront—without justice, environmental action will always fall short.”

Last year 1% for the Planet witnessed record philanthropic giving and rapid growth of its global network of businesses and environmental partners. Williams attributed the success to growing brand awareness and the commitment of its members, who act as inspiration and mentors for others looking to give back. “As our network grows, so does our impact. Our record year for contributions can be partially attributed to our growing brand awareness. Our members are also incredible stewards of our brand and act as inspiration and mentors for other businesses looking to give back. When businesses join our network, it creates a ripple effect of action and commitment,” she marked. In 2021, 1% for the Planet’s total certified giving increased by 63%, and the organization is excited and set to continue working toward more growth and connection in the years to come.

% for the Planet team volunteering at the Intervale Center in Burlington | 1% FOR THE PLANET

We touched on the topic of climate change and why it’s difficult for people to think about making a change. Williams explained, “We’re wired to respond to the challenge that’s immediately in front of us, the proverbial charging bear. For threats on the far horizon, we tend to watch and wait for the right time to take action. Today, we face a balancing act of listening to and acting on the data that tells us about future existential threats like the climate crisis while also not living in a state of constant anxiety. This is one lens on change, and certainly not the only one. I do think it’s an important framework to understand why climate action has been so difficult to attain while staying mindful of the impacts of persistent stress (imagine running away from that bear for a really, really long time).” She noted the opportunity in this is to recognize our collective potential and combine our unique skills to build a better future.

We discussed interesting research and data on the changes of consumer’s affinity to the brands once they join 1% for the Planet. As the organization’s brand awareness continues to increase around the globe, so has consumer affinity to 1% for the Planet brands. “Our research from 2021 showed that many folks are positively influenced in their buying decisions when seeing our logo on products. In the United States alone, 1 in 3 people have heard of 1% for the Planet and 43% of them reported our logo has a positive influence on their purchasing decision,” Williams shared.

1% for the Planet members consistently report that sharing their commitment expands their reach and builds trust with consumers. Last year, Outer reported that their ads featuring their commitment had twice the return than those that did not. They also shared that their membership has helped them expand their team—with most candidates expressing an interest in joining a company with strong environmental values.

Finally, Williams shared some advice to brand and corporate leaders on how to use their platforms to create massive change in climate action. “Businesses and corporate leaders have a unique obligation to take responsibility for their impact and protect the planet for future generations,” she noted. There are a few key ways to use your brand and platform to make a change:

1. Set ambitious goals accompanied by a clear plan of action. Without a plan, brands can fall short on follow-through and miss the opportunity to make an impact and build trust with consumers.

2. Bake environmental action into your business plan. When giving back is at the core of what you do, climate action becomes second nature—not just a to-do list item. Clear values and mission-centered work also engage employees, boosting connection and driving more support toward your goals.

3. Invest in innovation. True sustainability means evolution. Whether you’re considering supply chain, packaging, energy or employee benefits, it’s important to continue striving for progress.

4. Talk to your community. Sharing what you do and what you stand for is critical in expanding your reach and impact. Today, consumers value environmental considerations more than ever. The key to building trust and reaching new audiences is showing, not just telling, your company values and commitments.