Patagonia is one of the leading mission driven brands in the world. Rick Ridgeway is Patagonia's Vice President of Environmental Affairs.In his plenary speech at SOCAP16, Rick Ridgeway discusses how internal conversations about the impactsof consumption on our planet have led to actions the company has taken to reduce those impacts up to and including asking customers not to buy products if they don't need.Ridgeway also talks about how Patagonia has managed to continually grow, and remain profitable, while remaining committed to sustainability and gives recommendations for how to build a sustainable business that will help solve environmental and social challenges.