Patagonia
• Patagonia
• Listed as one of the Firms of
Endearment, certified BCorporation
• Founded by Yvon Chouinard in
1973. As a climber, he already had a company to produce reusable climbing hardware. After a mythical trip with Douglas
Tompkins to find the last wild place in the planet, Chouinard started Patagonia and Tompkins
The North Face.
• Patagonia
• Listed as one of the Firms of Endearment, certified B-Corporation
• Founded by Yvon Chouinard in 1973. As a climber, he already had a company to produce reusable climbing hardware. After a mythical trip with Douglas Tompkins to find the last wild place in the planet, Chouinard started Patagonia and Tompkins The North Face.
• Initiative: Don’t buy this jacket as part of Patagonia’s Common
Threads programme
• For 2011 Black Friday The New York times published a full page ad from Patagonia asking customers not to buy their jackets and sign a pledge to “wrest the full life out of every Patagonia product by buying used when I can.”
• The ad addresses consumerism and how it affects the environment, asking customers to think twice before making a purchase. It explains how many natural resources are being used in the production of one jacket and that it is very durable, motivating customers with the mantra “reduce, repair, reuse, recycle and reimagine” (Common Threads initiative)
• The most important element of this challenging campaign is to lighten customers on the environmental footprint and consumerism, encouraging them to think twice before they buy and businesses to make fewer things but of higher quality.
• The Common Threads initiative is the company’s guidance to take responsibility for every Patagonia item, replacing it if the customer is dissatisfied, repairing it, helping resell it or recycling it if no longer wearable. • This green marketing campaign appears confusing and provocative, however the inverse psychology used has proven to be very effective. People both signed the pledge and bought jackets in
• Listed as one of the Firms of
Endearment, certified BCorporation
• Founded by Yvon Chouinard in
1973. As a climber, he already had a company to produce reusable climbing hardware. After a mythical trip with Douglas
Tompkins to find the last wild place in the planet, Chouinard started Patagonia and Tompkins
The North Face.
• Patagonia
• Listed as one of the Firms of Endearment, certified B-Corporation
• Founded by Yvon Chouinard in 1973. As a climber, he already had a company to produce reusable climbing hardware. After a mythical trip with Douglas Tompkins to find the last wild place in the planet, Chouinard started Patagonia and Tompkins The North Face.
• Initiative: Don’t buy this jacket as part of Patagonia’s Common
Threads programme
• For 2011 Black Friday The New York times published a full page ad from Patagonia asking customers not to buy their jackets and sign a pledge to “wrest the full life out of every Patagonia product by buying used when I can.”
• The ad addresses consumerism and how it affects the environment, asking customers to think twice before making a purchase. It explains how many natural resources are being used in the production of one jacket and that it is very durable, motivating customers with the mantra “reduce, repair, reuse, recycle and reimagine” (Common Threads initiative)
• The most important element of this challenging campaign is to lighten customers on the environmental footprint and consumerism, encouraging them to think twice before they buy and businesses to make fewer things but of higher quality.
• The Common Threads initiative is the company’s guidance to take responsibility for every Patagonia item, replacing it if the customer is dissatisfied, repairing it, helping resell it or recycling it if no longer wearable. • This green marketing campaign appears confusing and provocative, however the inverse psychology used has proven to be very effective. People both signed the pledge and bought jackets in