Photo: Patagonia advertisement from the Friday, November, 25, 2011 edition of The New York Times (click image to read as a PDF, 1.5MB).
Why run an ad in The New York Times on Black Friday telling people, “Don’t Buy This Jacket”?
It’s time for us as a company to address the issue of consumerism and do it head on.
The most challenging, and important, element of the Common Threads Initiative is this: to lighten our environmental footprint, everyone needs to consume less. Businesses need to make fewer things but of higher quality. Customers need to think twice before they buy.
Why? Everything we make takes something from the planet we can’t give back. Each piece of Patagonia clothing, whether or not it’s organic or uses recycled materials, emits several times its weight in greenhouse gases, generates at least another half garment’s worth of scrap, and draws down copious amounts of freshwater now growing scarce everywhere on the planet.
We’re placing the ad in the Times because it’s the most important national newspaper and considered the “paper of record.” We’re running the ad on Black Friday, which launches the retail holiday season. We should be the only retailer in the country asking people to buy less on Black Friday.