Patagonia’s Anti-Consumerism

Patagonia’s Anti-Consumerism

by | Aug 11, 2026 | marketing

Introduction / Executive Summary On Black Friday in 2011, Patagonia ran a full-page ad in The New York Times, featuring their best-selling fleece jacket with a bold headline: ‘Don’t Buy This Jacket.’ This counterintuitive campaign was part of...
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