Patagonia's Cyber Monday Reverse Psychology

patagonia jacket cyber monday.jpg
Patagonia, the one that makes fleeces and outdoor performance-type clothes, is employing a different tactic from every other retailer on this Cyber Monday. They're trying to get you not to buy their clothes. Reverse psychology or do they actually mean it?

Their statement/manifesto reads in part:

Today is Cyber Monday. It will likely be the biggest online shopping day ever. Cyber Monday was created by the National Retail Federation in 2005 to focus media and public attention on online shopping. But Cyber Monday, and the culture of consumption it reflects, puts the economy of natural systems that support all life firmly in the red. We're now using the resources of one-and-a-half planets on our one and only planet.

Because Patagonia wants to be in business for a good long time - and leave a world inhabitable for our kids - we want to do the opposite of every other business today. We ask you to buy less and to reflect before you spend a dime on this jacket or anything else.

Environmental bankruptcy, as with corporate bankruptcy, can happen very slowly, then all of a sudden. This is what we face unless we slow down, then reverse the damage. We're running short on fresh water, topsoil, fisheries, wetlands - all our planet's natural systems and resources that support business, and life, including our own.

Then they talk about the environmental impact of the pictured fleece and how we should all sign a pledge to reduce our carbon footprint. Imagine how guilty you'd feel if you bought the jacket.

[via BuzzFeed]

[rgray@villagevoice.com] [@_rosiegray]

Go to Runnin' Scared for more Voice news coverage.


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1 comments
 cyber monday
cyber monday

Interesting ad. Definitely reverse psychology

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