Patagonia "Don't Buy this Jacket"| Ecouterre

Patagonia Wants to Promote a "Responsible Economy" | Ecouterre: "Patagonia wants to usher in a more “responsible economy,” and it’s willing to sacrifice its bottom line to do so. The outdoor-apparel firm, which has built a reputation on its ethical conduct, wants to challenge the commonly held notion that an economy based on growth and increased consumption is “tantamount to prosperity,” according to Jill Dumain, the company’s director of environmental strategy. 

Patagonia also announced its latest environmental campaign, “The Responsible Economy.”Inspired by the overwhelming response to the provocative “Don’t Buy This Jacket” full-page ad it published in the New York Times on Black Friday in 2011, as well as its more recent “Better Than New” spread in the same paper touting the resale of gently used Patagonia clothing, the two-year initiative seeks to confront what the so-called “elephant in the room”: growth-dependent capitalism.

Patagonia’s latest initiative seeks to confront what the so-called “elephant in the room”: growth-dependent capitalism.

In the building industry, just maybe we need to say "Don't Build this Building"  and fix up the existing stock or Build this Building NetZero and Not so Big.

Patagonia you are one of my favourite companies, I still have the book Let my people go surfing on the top shelf!

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