Buy Less, Save More: Patagonia and an Ethos of Conservation

Just got wind of a great article about the clothing company Patagonia. They’ve just launched something called the Common Threads Initiative that asks its customers, quite literally, to “Reduce What You Buy.” Talk about a company that’s attempting to live counter-culturally–what they are encouraging could actually undermine their own livelihood. But according to Rick Ridgeway, their environment VP, that doesn’t really matter: “I have zero budget to do any kind of customer survey. We do what feels right, and we go by instinct. We have no way of knowing how this will affect our sales one way or another. But what we are watching are the mega-trends. Anyone who can read can see that we are heading for a cliff.”

Bravo, Patagonia. We need more companies like you in the world.

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