Unlike a certain President of the United States who offered a bordering-on-bribery $5,000 to anyone who voted Republican in the midterm elections, Patagonia—the iconic, admired outdoor outfitter—is giving up 112,000 customers who sign up three people to vote a $100 discount in its stores or it will make a donation of the same amount to the League of Conservation Voters. They don’t have to vote a certain way; they just have to vote. Ryan Gellert, Patagonia’s CEO has committed $11.2 million to the program that addresses what he describes as people feeling sidelined in the political process and who have a “sense of hopelessness.” He added, “We’re trying to cut through the apathy.” It’s a sad commentary that companies need to incentivize people to vote; you would think having the candidate you believe in is enough to get you to vote.  You’ve got to applaud Patagonia for supporting the democratic process. Democracy isn’t dead, it just needs a larger-than-usual nudge this time around for Americans to make sure their voices are heard.