Patagonia "Buy Less, Demand More"

Source: Patagonia.com

We all know by now that Black Friday is the biggest day in retail … although I’m not so sure this year. And that may be partly due to brands like Patagonia who are encouraging consumers to buy less, buy recycled, buy repurposed, and buy previously owned.

In fact on the Patagonia website, shoppers can click on a link to find a used version of the item they are selecting. It’s all a part of the brands’s new “Buy Less, Demand More” initiative which inspires us to think twice about what we buy when we buy new.

The campaign was prevalent in social feeds, and in fact one of my friends/followers posted this print ad, which is quite clever in its structure to get its message across:

If you know Patagonia, then you know that this isn’t the first message of its kind. Back in 2011, the brand made “history” with this breakthrough messaging to think twice before making a purchase::

Certainly consistency of messaging throughout. Inspiring!

What’s your experience? JIM