Q: What, specifically, is Patagonia doing about the environment?
Ridgeway: We are launching a campaign we're calling the Responsible Economy. It's about the role consumption plays in the continued decline in our planet's health. One of our advertisements reads, "Don't buy this jacket."
Discouraging your customers from buying doesn't sound to me like capitalism.
At first it sounds crazy: How can any business thrive in an economy of negative growth? We think there may be a different form of capitalism that can wean us off growth and improve the planet's health.
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