Patagonia is strengthening its mission “We’re in business to save our home planet” with the hire of Beth Thoren as environmental action and initiative director, EMEA. With her extensive previous experience, Thoren’s addition is supposed to help advance Patagonia’s mission to reach carbon neutrality by 2025 as well as working towards a greener planet overall. Thoren is an internationally respected environmental leader and advocate and joins Patagonia from her position as deputy chief executive at ClientEarth, an environmental NGO, where she oversaw the transformation from being a UK organization to a global one. She also supported ClientEarth’s move into Asia. Under her leadership, ClientEarth was actively involved in Save the Blue Heart of Europe, a campaign to protect the last wild rivers of Europe, in the Balkan peninsula, from the threat of more than 3,000 proposed hydropower projects, alongside Patagonia and NGOs across Europe. Prior to ClientEarth, she spent four years at the UK’s largest nature conservation charity, the RSPB, as director of fundraising and communications. Thoren will join the leadership team at Patagonia’s European headquarters in Amsterdam.