e campaign because it displayed the brand’s dedication toward transparency and sustainability (Rayl, 2016).

According to an interview with Alex Weller, European Marketing Director at Patagonia, “The real message of ‘Don’t Buy This Jacket’ – and it continues to be the real message of Patagonia in terms of consumption – is don’t buy this jacket if you don’t need it … And if you do need a jacket, make sure you buy something that is thoughtfully produced, is built to be repaired, has a clear purpose. So it’s not about encouraging people to not own things; it’s about changing people’s relationship with stuff, and being not just thoughtful consumers but thoughtful and careful owners of stuff” (Clarke, 2017). The success of Patagonia’s ‘Don’t Buy This Jacket’ campaign aligns with their genuine, transparent, do-good approach to marketing, which appeals to the environmentally conscious consumers that shop at Patagonia.

Environmental Advocacy and Marketing Strategies – Patagonia’s dedication toward starting a movement of active, environmentally-conscious individuals drives much of the brand’s marketing efforts. Patagonia actively participates in advocacy efforts to address national and international environmental actions including: “Preserve American public lands”, “Stop new offshore drilling”, “Protect the Arctic Refuge from future oil or gas drilling”, “Protect the Tarkine”, “Save the Blue Heart of Europe”, “Stand with Salmon”, and “Defend the Boundary Waters”. (Environmental Campaigns…n.d.) Patagonia’s ability to positively impact environmental movements is pivotal, as the company has developed a cult-like following of consumers that are more concerned with environmental sustainability and preservation rather than reasonable pricing or flashy marketing (Moore,n.d,).

Relevant Trends – In a press release of the expansion strategy being taken by Upventur, a company looking to foster connections in a digital space for all kinds of outdoor enthusiasts, it is noted that the outdoor industry has been showing rapid growth recently, especially among millennials and those in generation-z. “Outdoor industry growth is rapidly outpacing overall economic growth and other recreational activities in the US. The outdoor recreation market trends transcend global regions and are cross-generational,” the article quotes (“Upventur Announces…”, 2018). Market analysts have forecasted the industry to grow throughout 2018 to 2022 based on “previous growth patterns, the growth drivers and the current and future trends” (ReleaseWire, 2018). On a separate occasion, Director of Public Lands at the Center for American Progress, Matt Lee-Ashley, claims the outdoor recreation industry to be “a