What Patagonia has recognised is that doing good is good for its business. So while its rare marketing campaigns might shout ‘think twice’ to get consumers’ attention, the subtext is always ‘don’t think at all about buying anything else’.
“The real message of ‘Don’t Buy This Jacket’ – and it continues to be the real message of Patagonia in terms of consumption – is don’t buy this jacket if you don’t need it,” says Weller.
Adding value to both the consumer’s world, and the world at large, was always Chouinard’s intention. As he wrote in Let My People Go Surfing: “I’d much rather design and sell products so good and unique that they have no competition.” In that sense, and as a still relatively little known brand in Europe, Patagonia has work to do. But it will be able to draw on one thing its competitors can’t – a sense of purpose money can’t buy.
It's hard not to love the Patagonia approach and ethos.Read more...