beliefs could have an impact on the demographics of customers who purchase their products and support the company.

Patagonia’s anti-marketing tactics – Patagonia anti-growth marketing tactic, poses a possible challenge for Patagonia because this type of marketing tactic will either encourage or discourage sales based on customer behavior. “Patagonia’s anti-growth position, ‘which seems counterintuitive, makes the brand far more interesting’…But if it is seen as just a marketing ploy, it could backfire horribly” (Voight, 2013). According to Joy Howard, VP of Marketing at Patagonia, “The best way to get people’s attention is to be useful and show useful information that enhances people’s lives but also shows real news”( Voight, 2013).

Strategic Communication Efforts – Patagonia’s strategic communications efforts aim at promoting a sense of outdoor exploration, adventure, and recreation while contributing toward a bigger movement to protect and preserve the wilderness and landscapes at risk of destruction or human-triggered interruption. Patagonia has ingrained environmental protection, land preservation, reuse, and fair trade into all their strategic communication efforts, which resonates with outdoor and environmentally conscious consumers; the target market of the Patagonia brand (Rayl, 2016). As a result of Patagonia’s strategic communication and social responsibility efforts, the brand has been perceived more so as an international movement, than just a brand that sells products (Moore, n.d.). Patagonia’s communications efforts tend to focus primarily on the environmental values and actions of the brand with limited advertisement for the tangible products that are sold (Ritson, 2018).

Patagonia Product Marketing – Although Patagonia’s marketing tends to focus exclusively on environmental action with limited mention of products, the brand has developed campaigns that promote their goods, while still promoting sustainable action. During the 2011 Thanksgiving season, Patagonia launched advertising messages which encouraged consumers to reconsider their purchase of Patagonia’s products and identify whether their purchase is entirely necessary (Thangavelu, 2018). Patagonia’s ‘Don’t Buy This Jacket’ campaign recognized the impact of mass good production and encouraged consumers to be conscious of the products they are buying (Clarke, 2017). This effort displayed Patagonia’s larger brand goal of doing good and reducing the overall environme