On Black Friday last November, Patagonia ran a full page ad in the NY Times with one of their jackets and the headline “Don’t Buy This Jacket”. It wasn’t marketing (at least in the direct sense), it wasn’t green washing, but a genuine attempt to persuade us to consider our consumption habits. Patagonia owner Yvon Chouinard has never been a conventional executive (the man doesn’t own a cell phone or a computer – bless him), but the conventional suits of big business are starting to listen to him with every nickel he takes from their pockets.
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