Patagonia’s CEO is worried about political apathy—so the company offered 112,000 people $100 to help 3 friends plan to vote

Patagonia, the outdoor apparel company, is concerned about political apathy and has launched a $11.2 million initiative to encourage young people to vote in the midterms. The 11.2 Million Vote Project offers participants $100 in Patagonia credit for nominating at least three friends to create a voting plan. In just four days, over 112,000 people had signed up, generating nearly 500,000 potential voters.

Patagonia partnered with the Environmental Voter Project, which found that many Americans care about the environment but prioritize personal actions like recycling over voting. The company believes that social influence from friends can help turn concern for the environment into political action. While the campaign has proven successful, Patagonia remains worried about the future of public lands, as they are under threat.