ALIGNMENT OF VALUES
When the popular outdoor clothing company Patagonia printed an advertisement on Black Friday in 2011, they were one among many. Hundreds of retailers from Target and Best Buy to Home Depot had all promised extended store hours and one-day sales. What set Patagonia apart by a country mile was their ad telling customers in bold lettering: “Don’t Buy This Jacket.”
The full-page notice in the New York Times contained a large photo of a popular Patagonia jacket, urging consumers to put down their credit cards and consider resisting ...
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