Patagonia: Buy Less, Demand More

BRIEF

Buy Less, Demand More continues the Patagonia tradition of radical transparency and anti-consumerism messaging. This cross-category, global brand campaign launched on Black Friday in 2020 with a simple message: You have the power to change the way clothes are made. The brief was to build a system that will make it easier for customers to know the impact of each Patagonia product as they are shopping on the site. Our team worked closely with partners in the sport product categories, e-commerce and supply chain responsibility.

For the launch, we published a brand manifesto that doubled down on Patagonia’s commitment to lower its environmental footprint, advertised through paid digital media and in the print edition of the New York Times. We also created a series of videos about the impact of clothing and the history of Patagonia’s work in sustainability, a new user journey for customers interested in sustainability and anti-consumerism, and a new integration of used products and sustainability markers into the shopping experience. This campaign is ongoing and the latest iteration, How We Got Here, launched in Spring 2021.

ROLE

Lead Copywriter / Content Strategy

CREDITS

Creative Director: John Goodwin

Art Director: Whitney Castro

I developed an editorial strategy to drive further engagement with our audiences around sustainability, greenwashing and the struggle with getting rid of clothing in an ethical way. See all stories at patagonia.com

Next project