Consumption Doesn’t Equal Happiness: Patagonia Chief
The crazy need to buy the latest gizmo, outfit and Taylor Swift merchandise is something which pushes a lot of people to the shops; but according to the VP of public engagement at outdoor clothing company Patagonia, Rick Ridgeway, brands need to rethink ‘fast fashion’ because it’s trashing the environment.
Ridgeway believes the need to buy the latest fashion item or Apple product is “the result of 50-70 years of clever advertising which has embedded itself in our psyche that leads us to believe that only through consumption can we achieve happiness.
“We at Patagonia believe this idea is invalid, we believe the reverse happens. We can all find fulfilling lives and more satisfaction through responsible consumption instead of unnecessary consumption.”
Rick Ridgeway
On the other side of the fence is ‘fast fashion’. Brands like TopShop and H&M who are leading the disposable fashion charge. “Fast fashion encourages unnecessary consumption, we really challenge the whole idea of disposable fashion. We think it’s creating problems rather than offering solutions,” Ridgeway told B&T on his visit to Australia.
“We have conversations with other fashion companies about this whole idea, it’s a robust conversation which is cool that those companies are willing to talk about these things. They’re willing to have conversations which are uncomfortable because it’s challenging their entire business proposition.”
One of the ways the outdoor clothing company has promoted responsible consumption is a full-page ad, back in 2011, in The New York Times telling Black Friday shoppers ‘Don’t Buy This Jacket’. According to Ridgeway, the jacket required 135 litres of water to make and its production generated nine kilograms of carbon dioxide emissions, 24 times the weight of the actual jacket.
“We were strategic in selecting that headline, we wanted to shock people,” Ridgeway said. “The message in that ad explained that, despite our commitment as a company, no matter how we tried we were not able to bring the footprint of that jacket down.
“We weren’t actually telling people not to buy the jacket, we were telling people not to buy it if they don’t need it. That was a fundamental distinction in the campaign. We were asking people to think twice about consumption, to think about what responsible consumption looks like.”
An important component of responsible consumption is encouraging consumers to continue to wear products as long as possible. One of the ways Patagonia promotes this ‘durability’ is through the ‘Worn Wear’ program which includes a repair truck and an Instagram and Tumblr page of Patagonia’s customers fixing their old clothes.
For Ridgeway and the Patagonia team, reusing, recycling and repairing old Patagonia clothes means “thousands of our customers are embedding a life into their stuff, they’re animating their stuff with other values which make them valuable in their lives”.
By rethinking consumption and focusing on environmental responsibility Patagonia has changed the narrative of fast fashion and is encouraging other companies to follow its lead.
Latest News
Ben & Jerry Goes Political In ‘Unfudge Our Future’ Campaign
Ben & Jerry’s has unveiled their latest limited-edition flavour: Unfudge our Future, to urge Australia’s leaders to tackle climate change by making fossil fuels history. The launch aligns with the Federal Government’s preparation of a history-making economic reboot in the upcoming October Budget, with Ben & Jerry’s joining forces with 350.org Australia and the Climate […]
Celeste Barber Encourages Aussies To ‘Get Your Jugs Out’ In Hilarious BRITA Campaign
BRITA Australia is today proud to reveal its latest national campaign, ‘Get Your Jugs Out’, starring Australian comedian, Celeste Barber. The quirky campaign encourages Australians to make the switch from bottled water to great tasting filtered tap water, using a BRITA filter jug at home, with the creative brought to life with Celeste’s cheeky, yet relatable sense of humour.
Enero Posts Net Revenue Increase Of 4.9%
Forget 2020's plagues, pestilence and famine says Enero, as balance sheet comes out with sweet smell of potpourri.
Apple Accused Of Taking Traffic Away From Publishers
Apple accused of taking traffic away from publishers. Zuckerberg just thankful the heat's off him for a change.
Woolies Doubles Down On Print Catalogues After Coles Pulls The Plug
In top news for papier-mâché, home-made pirate hats & kitty litter trays, Woolies says printed catalogue to continue.
Online Retailer THE ICONIC Marks Play Into Sportswear In New Spot Via Thinkerbell
Has lockdown left your midrift wobbling like the jelly/custard trolley at yum cha? Instantly deflate with this news.
Tradie Scrubs Up Alright With Inspired Unemployed TVCs For New Body Wash Range Via The Incubator
Tradie continues association with comedy duo 'Inspired Unemployed' which, you'd assume, negates their unemployed status.
“Eau De Piss!” Victoria Bitter Unveils New Men’s Fragrance & Apparently It’s Not A Joke Either
You may not want to drink it, but you can smell of it, as VB launches fragrance with a hint of urinal deodoriser blocks.
Wednesday TV Wrap: Locklan Gilbert Makes Bold Bachelor Debut
10's The Bachelor is back and so is the B&T office's Bachie sweepstakes. The winner set to claim the entire $5.80 booty.
Bumbles Launches OOH Campaign Featuring Local Influencers
B&T's editor is a huge fan of Bumble & can count three drinks to the face & a pepper spray in his last four dates alone.
You Can Now Limit Who Can Reply To You On Twitter
Twitter is saying ‘bye to the reply guys’, allowing users to control who can reply to their Tweets. ‘Reply guys’ have long been an issue on the social media app, where users (often anonymous) frequently comment on posts in an annoying, condescending or otherwise unsolicited manner. Twitter first put these users on notice in May […]
The Virtual Conference Network Launches In Australia
The Virtual Conference Network, an Australian-founded disruptive alternative to video conferencing, has today launched to provide risk mitigation, improved flexibility, new post-event revenue streams, and optimal cost-effectiveness to conference organisers, business leaders and peak bodies. With over 20 years of first-hand experience with the high-risk and costly ways of delivering traditional conferences, co-founders Alex Paine […]
Swapping Impressions For Attention: How We Can Fix Online Advertising
Debate around banner ads has gone on since the internet was invented in 1664 by Sir Ian Ternet & continues to this day.
Dentsu Queensland Boosts Executive Team With New Appointment
Debunking the myth that people in the Queensland office all wear safari suits, comes this image quashing the scuttlebut.
Seven Renews Farmer Wants A Wife For 2021
Single? Always wanted to dag a sheep or castrate a bull? Well, time to get prepping for 2021's Farmer Wants A Wife.
Genea Fertility Appoints CHE Proximity As Creative & Media Agency
Is there anything more precious than the miracle of human life? Apart from when they become whingey, shitty teenagers.
The Monkeys Creates Major Audi Australia Q Campaign, With Additional Spot For Victorians
Considered a ponytail or Viagra recently? Well, confirm you're in the midst of a midlife crisis with this new Audi work.
TV Upfronts 2021: What Media Buyers Want & How They’ll Be Buying Differently
Media buyers predict TV's upcoming upfronts. Although one thing's for certain, you can forget about the massive piss-up.
Media Must Cater To Multicultural Australia, Says Punkee’s Tahlia Pritchard
B&T chats with Punkee’s Tahlia Pritchard, yet strangely The Sex Pistols' 'Never Mind the Bollocks' gets a mention.
UnLtd Launches #GotchaMelbourne To Support Melbourne Ad Industry
Melbourne's ad industry is doing it tough, with news today that local coke dealers have even had to apply for JobKeeper.
Snickers Roasts Lockdown Life In Witty New Work
This new Snickers advertisement is so good, B&T says it will help you work, rest and play.
Brookvale Union Invites Consumers To Attain A ‘State Of Mouth’ In Ad Via Clemenger BBDO Sydney
B&T would like to thank Brookvale Union for sending product to the office. We can announce three unwanted pregnancies.
Billie Eilish Champions The Gen Zs In Stunning New Work For German Telco
Billie Eilish confirms that not since Mrs Slocombe and Sigmund The Sea Monster has green hair been so effortlessly cool.
Medallia Appoints Heather Paterson As ANZ Country Manager
Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]
Spikes Asia Brings Spikes Awards Forward To February 2021
Spikes Asia has moved to February, meaning it will coincide with Valentine's Day & possibly the NRL Nines tournament.
Finalists In Round One Of 2020 Australian Effie Awards Announced
Enter this year's Effies? Did it involve an awful afternoon printing at Officeworks? Find out if it was worth it here.
IAS And Channel Factory ‘Channel Science’
Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized. More than ever before, advertisers are searching for ways to streamline their media buying and improve […]
WPP AUNZ Launches Secrets & Lies Podcast Series
WPP AUNZ launches Secrets & Lies podcast series which, as you'll learn here, could no longer be considered a secret.
Google Presses Play On Programmatic Audio
If CV-19's given us anything, it's more podcasts than you could listen to in 1000 lifetimes. Monetise yours with this.
10’s Axing Fallout: Kerri-Anne Calls It “Heartbreaking”
Grant Denyer to host the news, weather, The Project, The Bachie, Family Feud & Saturday Night Rove following 10's cuts.
