Patagonia's Fight for Public Lands: Brand Activism or a Marketing Play?

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INTRODUCTION

On April 26, 2017, the President of the USA, Donald Trump (Trump), signed an executive order that would potentially affect the federally protected status of national monuments in the US, post Interior Secretary Ryan Zinke’s (Zinke) review of and visit to the monuments targeted for prospective reduction. This executive order asked for a review of the designations of monuments that made up 100,000 acres or more, thereby putting around 30 national monuments in danger of losing their status (Refer to Exhibit I for the list of National Monuments under review in the US). On December 4, 2017, the President announced a sharp reduction in the size of two major national monuments, established by his predecessors, in Utah. This reduced the size of the 1.35 million acre Bears Ears National monument, created by President Barack Obama in 2016 just before he left office, by 85% and also cut the 1.88-million acre Grand Staircase Escalante National Monument, designated by President Bill Clinton in 1996, to about half its existing size (by 46%)...

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