It’s hard to imagine two brands more different than Walmart and Patagonia, yet in 2009 they aligned their unique strengths and issued a call to the industry. In an invitation to some of the world’s largest retailers, then Walmart chief merchandising officer, John Fleming, and Patagonia founder Yvon Chouinard proposed an industry collaboration unlike any attempted before. The idea was to join competitors together to develop an index to measure the environmental impact of their products. The benefits, if the idea was successful and didn’t implode before it even got off the ground, would not only be at the individual company level, but would transform the industry.
