The Jacket Patagonia Begged You Not to Buy: How to Build a Brand That Really Matters

In an era where consumerism often overshadows just about everything, you would think that if a brand told its customers to NOT buy their product… they would go out of business immediately.

When I first learned about Patagonia’s “Don’t Buy This Jacket” marketing campaign, all I could think about was how this goes against everything I ever learned about business.

The other week, I picked up this book in the bookstore:

I had assumed it was going to be a book where I got to learn about the history of a popular $3 billion dollar clothing brand. But once I started reading, I realized that what Patagonia had done was so much deeper than just making a few billion dollars.

(I know that last sentence sounds absolutely crazy and out of touch - I mean $3 billion dollars is a STUPID amount of money - but I promise it’ll all make sense.)

In 2011, Patagonia launched this ad in the New York Times on Black Friday ( one of the busiest shopping days in the United States):

The point of this campaign was to make people think about the environmental cost of consumerism, urging customers to consider the impact of their purchases. This initiative was part of Patagonia's broader Common Threads Initiative, which encouraged customers to reduce, repair, reuse, recycle, and reimagine products to minimize environmental impact.

In the years since this iconic marketing campaign, Patagonia has gone from a $400 million dollar company, to a $3 billion dollar company.

Here are a few Million Dollars Lessons that you, as a professional or entrepreneur, should take note of when it comes to building a brand that stands for something greater than just monthly profits.

1. The Power of Purpose

Patagonia’s success isn’t just about what they sell; it’s about what they stand for. Their commitment to environmental sustainability isn’t a side hustle… it’s the core of who they are as a brand.

Figure out your brand’s purpose beyond profits. What change do you want to see in the world? How does your product or service contribute to this vision? When your brand’s mission resonates with your audience’s values, loyalty follows.

2. Transparency = Trust

Transparency builds trust. Patagonia did not shy away from admitting the environmental impact of its products.

Be open about your business practices and challenges. Share your journey towards success and share the moments where you failed. This honesty and vulnerability creates a layer to your brand that no amount of paid ads, marketing materials, website designs, etc can provide. This is how you build community.

3. Embrace Responsible Marketing

Patagonia’s marketing goes against traditional marketing standards in every way. Especially when we are currently living in the world of social media and influencer marketing, where capitalism and materialism is at the forefront of many brands.

Create your marketing content to reflect your brand’s values (aka YOUR core values). Instead of just promoting products, create content that educates, inspires, and calls to action that resonate more deeply and meaningfully with your audience.

The Shift

Patagonia's journey post-"Don't Buy This Jacket" campaign really shows a path for modern brands and businesses who are willing to challenge conventional marketing. It proves that brands can achieve financial success by “standing on business” (aka standing firm on their core values, prioritizing transparency, and leading with purpose).

This approach not only creates a loyal community around your brand but also will put you in a category in your industry that no one else will be able to compete with.

Let's build brands that not only aspire to be the best in the world but the best FOR the world. Let’s show that true success is measured not just in profit margins but in the positive impact we make.

It’s time to build profitable, purpose-driven brands.

See you at the top!

-Sierra Nicole