Patagonia has appointed Lisa Pike Sheehy to the newly-created role of vice-president of environmental activism. She will report directly to Patagonia's chief executive, Rose Macario. Pike Sheehy is also on the board of the Outdoor Industry Association. This year Patagonia has donated $6.2 million to 741 grassroots environmental groups. The company typically focuses on underfunded, community-based organizations that work to create positive change for the planet in their own backyards. According to Patagonia, these low-scale battles tend to be the most effective in raising public awareness of larger, complicated issues such as climate change, biodiversity and the protection of the ecosystem.

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