By now, you’ve likely heard the news of Patagonia’s billionaire founder Yvon Chouinard (and family) relinquishing ownership of the business and committing the profits to fight the effects of climate change. For a business leader and a company that has been vocal about its commitment to sustainability and the environment for decades, this is their biggest stand yet — and arguably the most impactful move we’ve seen any major business take on an issue.

So, what can brands learn from Patagonia about purpose-driven marketing?