What do you think of this?
It’s a message I’m trying on for size after seeing outdoor brand Patagonia give it a crack as part of their anti-consumerist campaign. Patagonia ran with the slogan “Don’t Buy This Jacket” a few years back as a series of print ads.
The irony, of course, is that it translated as “Let’s Buy That Jacket” for many suitably inspired consumers and the company went on to experience double-digit growth. Patagonia is now running a repair campaign – Worn Wear – across the US. The company is promising to combat disposable consumerism by making products that last, and to repair, resell, or recycle them along the way. Consumers are then asked to be respectful consumers – buy only what they need and mend and recycle what they’ve got.
Face value, it’s valiant. Critics, of course, are saying it’s hypocritical because the concept is geared at growth. But I am heartened. Growth is not bad in itself. And it is possible to “consume” or purchase stuff that doesn’t waste resources. Plus, there is a possible future where manufacturers can get on board with us and give us what we want – fun, roundy-fonted branding and consumer experience that’s mindful and respectful and …less.
Actually, I’m quite exhilarated by it all. (What would take it that stupendous step further is if Patagonia staff