Punch line: This holiday season Patagonia went on a limb and launched a “Don’t buy this jacket” campaign – including a full page ad in the NY Times – to address our culture’s love of consumption and the impact in has on the ecosystem. Do you buy it?
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Excerpted from brandchannel.com, “Are You Buying Patagonia’s “Don’t Buy This Jacket” Campaign?”
Patagonia raised eyebrows with its Black Friday/Cyber Monday message this year — “Don’t Buy This Jacket” — including taking out a full-page ad in the New York Times.
It’s all part of the brand’s Common Threads initiative, which promotes sustainability and avoiding waste.
The message: “Cyber Monday, and the culture of consumption it reflects, puts the economy of natural systems that support all life firmly in the red. We’re now using the resources of one-and-a-half planets on our one and only planet.”
…”It’s time for us as a company to address the issue of consumerism and do it head on. The most challenging, and important, element of the Common Threads Initiative is this: to lighten our environmental footprint, everyone needs to consume less. Businesses need to make fewer things but of higher quality. Customers need to think twice before they buy.”…
Edit by KJM.
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