With the rising concern on climate change, the spotlight is on the business enterprise since they have the capacity and clout to make the earth a greener planet.  In 2002, 1% for the Planet (1% FTP) was launched by Yvon Chouinard and Craig Matthews with the idea that companies should be sensitive to their environmental impacts and contributions. 

With 1% FTP, businesses contribute 1% of their sales to an environmental group of their choice.  The first wave of the project invited twenty-one business outfits.  Their popularity grew in 2005 when singer Jack Johnson printed the 1% FTP logo in his album jacket after his music and film label became a 1% FTP member.  Today, 1% FTP has more than 1,200 members.  The major value that 1% FTP wants to impart is for companies to recognize that they are part of the ecology and by such must acknowledge this important relationship with nature, they should be a part in safeguarding the environment.