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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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When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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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

When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

Promoted Headlines

Most Popular