Why would Patagonia tell someone not to buy their jacket?
In the lead-up to Christmas, the brand led a poster and PR campaign that told consumers to not buy their jackets. The message was intended to encourage people to consider the effect of consumerism on the environment and purchase only what they need.
This campaign caused consumers to have cognitive dissonance because they’re all used to the idea that they should buy as much as possible. Especially during the holiday season. It’s often just an endless echo chamber of buy, buy, buy.
By challenging this notion, the campaign leads consumers to reevaluate their behaviour and beliefs. “Don’t buy this jacket” makes the customer more aware of the environmental impact of their purchasing habits. But, here’s the best thing, if there’s a value alignment, the next time they need a jacket, Patagonia will be their first choice.