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Patagonia: An Exemplar of Deontology


Our world moves exponentially faster today than it ever has before. Utilizing incredible advancements in technology, we have been able to revolutionize the ways we live, communicate, and conduct business. Corporations, many of which began as very small operations, now control billions of dollars and employ thousands of workers all across the globe. Unfortunately, our consumption-based culture has created an artificial “environment” that exists within the greater ecosystem of our planet. For it to thrive, we rely the natural world to supply these corporations with raw materials, which are later converted into consumable products often at the lowest possible cost. Sadly, these gifts are discarded back into the environment as waste, resulting in the unprecedented levels of pollution we experience today. Our current technological capabilities have facilitated this process, and have become one of the greatest threats to the health of our planet. However, one might ask, is it possible that these immensely powerful corporations could utilize their resources to help establish a respect for the natural world from which we have grown so distant? In the following paper I will prove that Patagonia is a corporation that does not only compete at the highest level in its industry, but remains committed to environmentally responsible business practices. Using the Kantian approach to ethics known as deontology, I will evaluate Patagonia’s business activities and demonstrate how a focus on sustainability can simultaneously benefit both the natural world and a company’s bottom line. Continue reading Patagonia: An Exemplar of Deontology