Light the Fuse with Donna Bruns, formerly at Fjallraven

What does it actually cost a brand to do the right thing — and who has to fight for it from the inside? Donna Bruns, former VP of Product at Fjällräven joins Patrick to talk about the decision to strip harmful chemicals from their entire range, the battles it sparked, and why the hardest part wasn't the chemistry. If you've ever wondered whether corporate conviction is real or just marketing, this is the conversation that answers it.