November 27, 2012
Patagonia certainly managed to stand out from other Cyber Monday ads by asking customers NOT to buy their top selling jacket. Their email manifesto reads as follows:
As a professional language strategist with years of market research experience, I would give Patagonia one simple piece of communication advice: cut the crap. If you’re serious about saving the earth, don’t rely on self-righteous, reverse psychology. Do something. Pull the jacket off virtual shelves for Cyber Monday. Sell it, but for a higher price and use the money to offset the environmental costs. Donate a portion of profits to an environmental charity.
Your mother was right, “actions speak louder than words.” Patagonia’s lofty rhetoric denouncing “our culture of consumption” doesn’t match the reality that it’s still cashing in on Cyber Monday.