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ManagementBrand PositioningPersonal CareBeginner2016
Mamaearth: Toxin-Free Baby Brand
The challenge
Patagonia founder Yvon Chouinard built an outdoor clothing company but increasingly worried about the environmental damage his industry caused. In 2011, the company faced a choice — continue growing sales or take an authentic stand for environmental values.
The strategy
Patagonia placed a full-page ad in the New York Times on Black Friday 2011 saying 'Don't Buy This Jacket'. Instead of driving holiday sales, they encouraged consumers to think about whether they really needed new products — a radical anti-consumerism message from a clothing company.
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Try the full case free →Key lessons (preview)
- Authentic values can be more powerful than any marketing campaign.
- Paradoxically, telling customers not to buy can make them buy more through trust.
- Long-term environmental mission attracts consumers willing to pay premium prices.