The Bottom Line: Patagonia, North Face, and the Myth of Green Consumerism

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Patagonia isn’t ramping up their efforts to better compete in numbers with The North Face. In fact, according to their founder Yvon Chouinard, they’re not interested in increasing profits at all.

What?

Just last September, Patagonia unveiled their latest marketing goal: limiting growth. Yep, you read that right. Patagonia announced they’re aiming (with some specific action items) to make less than they have in previous years, in order to better serve the environment. They’re calling this new campaign “The Responsible Economy.”