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Don’t Buy My Product!

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Don’t Buy My Product!

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.

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

Don’t Buy My Product!


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SPONSORED VIDEO

Moving Up — Not Out — with Wilkerson

Trish Parks has always wanted to be in the jewelry business and that passion has fueled her success. The original Corinth Jewelers opened in the Mississippi town of the same name in 2007. This year, Parks moved her business from its original strip mall location to a 10,000-square foot standalone store. To make room for fresh, new merchandise, she asked Wilkerson to organize a moving sale. “What I remember most about the sale is the outpouring excitement and appreciation from our customers,” says Parks. Would she recommend Wilkerson to other jewelers? “I would recommend Wilkerson because they came in, did what they were supposed to and made us all comfortable. And we met our goals.”

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David Squires

Don’t Buy My Product!

Published

on

Don’t Buy My Product!

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.

Don’t Buy My Product!


{JFBCLike}

{JFBCComments}

Advertisement

Advertisement

SPONSORED VIDEO

Moving Up — Not Out — with Wilkerson

Trish Parks has always wanted to be in the jewelry business and that passion has fueled her success. The original Corinth Jewelers opened in the Mississippi town of the same name in 2007. This year, Parks moved her business from its original strip mall location to a 10,000-square foot standalone store. To make room for fresh, new merchandise, she asked Wilkerson to organize a moving sale. “What I remember most about the sale is the outpouring excitement and appreciation from our customers,” says Parks. Would she recommend Wilkerson to other jewelers? “I would recommend Wilkerson because they came in, did what they were supposed to and made us all comfortable. And we met our goals.”

Promoted Headlines

Most Popular