If you've ever thought 1% for the Planet wasn't for you, it might be time to think again.
1% for the Planet is a global, inclusive movement built for businesses of all sizes and industries that want to give back.
Our model is simple: We certify businesses for their environmental giving. We do this by checking their financial and giving records to ensure that they’ve given at least 1% of sales to vetted environmental partners.
The result? Verified, accountable environmental commitment from your favorite brands.
Still, with growing global awareness of our model, we’ve seen a few common misconceptions emerge. Whether we’re at conferences, on sales calls or simply chatting with curious people, our team hears the same questions time and again.
Here are the most common myths about 1% for the Planet—and the much more empowering truths.
MYTH: Members give 1% of profits.
REALITY: Members give 1% of total sales (aka gross revenue), not profits. This makes the commitment real and lasting, no matter how profitable a business is.
MYTH: 1% for the Planet certification is only for companies with physical products.
REALITY: While our logo does look damn good on a retail shelf, the truth is that the majority of our members are not Consumer Packaged Goods (CPG) companies. In fact, when we break down our members by industry, the largest slice of the pie is “Professional Services.” Financial advisors, event planners, recruiting firms, marketing agencies—these are also the face of the 1% for the Planet movement. They tell us that their 1% for the Planet membership helps them land clients, attract and retain talent, and live out their values.
MYTH: I’d have to stop giving to my favorite nonprofit.
REALITY: There’s a good chance the nonprofit you give to is already one of our 7,000-plus global environmental partners. Search for them in our EP Directory. If they aren't already a vetted partner, you can refer them to our vetting process—the application process is free and straightforward.
MYTH: It will take forever to join.
REALITY: Natalie Dean-Weymark, co-founder and co-director of Australia-based Compass Studio, put off signing up for years—assuming it would be a time-consuming process that the business couldn't prioritise operationally. One day, Natalie found herself on the sign-up page on her mobile phone, and decided then and there to start the process ... and it took less than five minutes to complete the initial join form. Natalie could not believe that something she had been mentally procrastinating about for so long was such a simple and quick process.
MYTH: You have to be a successful big-name brand to join.
REALITY: You can join 1% for the Planet at any point in your company’s journey, starting on day one. Maine Beer Company became a member on the day it opened in 2009 and has since given over $4 million. Purpose is scale-neutral.
MYTH: 1% for the Planet is for U.S. businesses.
REALITY: Our members are spread across nearly 60 countries, with more outside of the U.S. than in it.
MYTH: You can only choose one certification.
REALITY: 1% for the Planet certification complements B Corp or other third-party certifications. Your customers derive important information from each one—our logo signals that you're accountable for giving 1% of sales to environmental solutions, for example, while B Corp certification reflects broader social and environmental performance. When customers see them side by side, they gain a fuller picture of your values and your verified impact.
MYTH: Our members are the top 1% income earners.
REALITY: We’re not that 1%! (But now that you mention it, the top 1% should become donors. Do that here, one-percenters.) In reality, our members are everyday businesses with extraordinary values. We have more than 2,800 small businesses in our network.
MYTH: 1% for the Planet is mostly for outdoor brands.
REALITY: While we do have an awesome cohort of outdoor industry members, it is just one of 65 industries represented by our members.
MYTH: 1% for the Planet's nearly $1 billion in lifetime impact has been driven by a few corporate giants.
REALITY: That impressive figure is the result of thousands of businesses, from solo entrepreneurs and startups to global brands, across countless sectors and regions. While we value every contribution—and major corporations are vital contributors—the strength of 1% for the Planet is truly in the collective, grassroots effort of our diverse membership.
MYTH: It’s just 1%.
REALITY: It’s at least 1%, and many members give far more. Tru Earth, for example, donated more than 11% of its 2024 sales in products and cash to communities in need across the globe—proving that the 1% commitment is a floor, not a ceiling.
MYTH: Only businesses and nonprofits are part of the network.
REALITY: We are a nonprofit ourselves, which means individual donors are critical to fueling our operations, scaling our mission and making what we do possible every day.
MYTH: It’s only for environmental giving, not social causes.
REALITY: We exist to inspire commitment and action so that our planet and future generations thrive. In other words, we’re about protecting our planet and the people who call it home. (People are a part of nature, not apart from it, as the saying goes.) Our four impact areas celebrate this intersectionality. If your company’s giving strategy centers on helping people, let’s talk.
MYTH: We can’t join because some of our competitors are already members.
REALITY: In this movement, we’re stronger together. Our members embody this ethos by referring other companies in their industry, reinforcing that giving 1% should be the rule, not the exception. Take Cell Signaling Technology for example. The Massachusetts-based member aims to increase environmental commitment across the life sciences industry. “Our mission at Cell Signaling Technology is to aid researchers in developing solutions to improve human health—but ultimately, we believe the health of our planet is an important part of this mission, too,” says CEO and Founder Michael J. Comb. “As the first life sciences company to join 1% for the Planet, our goal has always been to lead by example and inspire other businesses to do the same. We actively encourage other biotechnology companies to join, and have helped nearly 150 nonprofit organizations become part of the member network. The environmental challenges we face are too big for any one company to solve, and when it comes to protecting our planet for future generations, we’re all in it together.”
MYTH: 1% for the Planet is run by Patagonia.
REALITY: We were co-founded by Patagonia’s founder, Yvon Chouinard, and Patagonia is one of our original members. That said, we are a separate, independent nonprofit organization.
MYTH: You can only give in the form of monetary donations.
REALITY: Members can give through cash, volunteer time, in-kind donations or approved advertising. Learn more about our flexible giving options here.
MYTH: You have to wait to use the logo.
REALITY: Once you’re certified, you can immediately begin using the 1% for the Planet logo and telling the story of your commitment.
MYTH: I can only give to one nonprofit a year.
REALITY: You can give to as many environmental partners as you like—although we suggest starting with one to three and seeing how it goes. This is because long-term, year-over-year giving creates a sustained impact and allows nonprofits to forecast their budgets.
MYTH: 1% for the Planet handles direct financial contributions to your environmental partners.
REALITY: Members donate directly to their chosen environmental partners. We certify that giving by verifying your donation receipts. This approach fosters stronger, more direct relationships between members and EPs. In other words, 1% for the Planet is not a grantmaker or foundation, and we do not handle direct donations.
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