Patagonia: The Paradox of an Eco-Conscious Company

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In this step, you'll learn about Patagonia's "Don't Buy This Jacket" ad and its anti-consumerist and pro-environment message. The ad, which ran on Black Friday 2011 in the New York Times, revealed a trend within the outdoor apparel industry of cultivating a more environmentally friendly and morally grounded image. However, the paradox of ecologically conscious corporations is that more product sales means more growth for the company but also an increase in physical waste and emissions. Patagonia is attempting to navigate this paradox through its repair and reuse efforts, but it is up to the consumer to make the right choices.