Connect with us

Don’t Buy My Product!

Published

on

I was just reading about one of the more arresting corporate initiatives of the past year — the “Common Thread Initiative” from outdoor/adventure apparel company Patagonia.

Common Thread” was a campaign to encourage Patagonia’s customers to re-consider their consumption habits. What was most unusual about it was that Patagonia most strongly encouraging its customers to reduce its consumption of the company’s own products. (Not to mention providing them with the tools to do so.) 

The campaign resulted in this buzzed-about advertisement in The New York Times right at the start of the holiday season.

Note the careful itemization of the jacket’s environmental cost — enough water to supply 45 people for a day, 20 pounds of carbon dioxide, etc. While there’s a few dollops of product puffery — the jacket advertised is said to be “sewn to high standard” and “exceptionally durable, so you won’t have to to replace it as often” — the message is clear and sincere. You may not need what we make. Before you buy, be sure you do.

It is a brave and beautiful thing to lead a business that supports your most deeply-held values. Even better when those values are felt strongly and rewarded by your customers.

Advertisement

Anyway, this should be food for thought for anyone in our (very highly resource-intensive) industry.


{JFBCLike}

{JFBCComments}

Continue Reading
Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

Promoted Headlines

Most Popular

David Squires

Don’t Buy My Product!

Published

on

I was just reading about one of the more arresting corporate initiatives of the past year — the “Common Thread Initiative” from outdoor/adventure apparel company Patagonia.

Common Thread” was a campaign to encourage Patagonia’s customers to re-consider their consumption habits. What was most unusual about it was that Patagonia most strongly encouraging its customers to reduce its consumption of the company’s own products. (Not to mention providing them with the tools to do so.) 

The campaign resulted in this buzzed-about advertisement in The New York Times right at the start of the holiday season.

Note the careful itemization of the jacket’s environmental cost — enough water to supply 45 people for a day, 20 pounds of carbon dioxide, etc. While there’s a few dollops of product puffery — the jacket advertised is said to be “sewn to high standard” and “exceptionally durable, so you won’t have to to replace it as often” — the message is clear and sincere. You may not need what we make. Before you buy, be sure you do.

Advertisement

It is a brave and beautiful thing to lead a business that supports your most deeply-held values. Even better when those values are felt strongly and rewarded by your customers.

Anyway, this should be food for thought for anyone in our (very highly resource-intensive) industry.


{JFBCLike}

{JFBCComments}

Advertisement

Continue Reading
Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

Promoted Headlines

Most Popular