Launching a new business off the ground can be terrifying.

On one hand, you feel scared of saying the wrong thing because you want to please every potential customer.

On the other, you want to stand out and make a real impact in the world.

Wanting to please everyone and playing it safe is a normal feeling.

You don’t want to rock the boat and offend anyone!

But here’s the thing: playing it safe rarely gets you noticed.

Your business will just fade into the background like all the other bland brands.

Those that really thrive are brands that are willing to make bold statements.

That is one lesson we can learn from Patagonia.

It’s a company that built a $3 billion dollar brand by telling people NOT to buy their products.

Intrigued? So were we!

In this blog, we’ll unpack how Patagonia’s counterintuitive strategy led to their massive success, and how you might be able to apply their gutsy approach to your own business.

What is Patagonia?

Founded in 1973 by Yvon Chouinard, Patagonia began as a small company making tools for climbers.

Over the years, it has grown into one of the most well-known outdoor apparel brands globally.

Patagonia didn’t achieve this success through flashy marketing or by chasing profits.

In fact, their success is rooted in something far deeper—their commitment to the environment.

Patagonia has become a brand that stands for much more than just selling jackets. 

They’ve consistently taken stands that align with their mission of saving the planet.

And that brings us to one of their boldest moves: the “Don’t Buy This Jacket” campaign.

Patagonia’s “Don’t Buy This Jacket” Campaign

In 2011, Patagonia shocked the retail world with a bold Black Friday advertisement.

Black Friday sales are famously known for pushing people to buy more with crazy discounts and deals.

Patagonia did the opposite— a complete 360 from the Black Friday culture.

They launched a full-page ad in The New York Times that said, “Don’t Buy This Jacket.”

It was their way of directly challenging the culture of consumerism.

The message was simple: don’t buy something unless you really need it.

Patagonia wanted people to think twice before making a purchase.

At first glance, this seemed like a strange move for a company that sells clothing.

But the campaign worked.

The response was overwhelmingly positive.

In fact, sales increased by 30% that year.

Customers respected Patagonia’s authenticity and commitment to the environment, and it only deepened their loyalty.

Now you might be wondering…

Isn’t it ironic that a campaign that told people to buy less made them buy more?

One great thing about Patagonia is that it consistently produces high-quality products.

Everything they put out is designed to last.

By telling people to be more considerate of their buying behaviour…

They were essentially positioning themselves as the #1 go-to for long-lasting products.

Customers knew that when they did choose to buy something, it was going to be worth the investment. 

Should Businesses Take A Stand on Social Issues?

A 2018 study by Accenture Strategy surveyed nearly 30,000 consumers across 35 countries. 

They found that 62% of customers want companies to take a stand on current and broadly relevant issues like:

• Sustainability
• Transparency, or
• Fair employment practices

And not just for customers…

Working professionals also feel strongly about being in a company with a strong social stance!

Gartner HR Research found that a whopping 68% of employees would consider leaving their current job to work for another company that takes a stronger stance on social issues they care about most.

3 Key Lessons From Patagonia’s Bold Campaign

Patagonia’s bold moves offer several valuable lessons for any brand willing to take a stand. Here are 3 key takeaways:

1. Authenticity Builds Trust

Patagonia’s message resonated because it was real. 

They didn’t just slap together a campaign for attention.

They’ve been committed to environmental sustainability since day one. 

In fact, Patagonia even launched their “Worn Wear” program in 2012 where customers could trade in their used gear for store credit.

The worn-out gear would then be reworked and sold again on their separate website that sells used and repurposed gear.

This initiative helps extend the life of each product and reduce waste.

Patagonia’s authenticity built trust with customers who felt good about supporting a brand that truly cared about the planet.

2. Build a Movement, Not Just a Brand

Patagonia isn’t just selling outdoor gear.

They’re promoting a lifestyle of environmental responsibility.

Their messaging resonated deeply with younger generations like Millennials and Gen Zs who feel passionate about social issues.

They understand that their customers are not just looking for products.

Customers want to be part of something bigger.

In 2022, Patagonia took a large step forward by announcing they donated 98% of their company stocks to the environmental cause.

By aligning their brand with a larger cause, they’ve created a community of loyal customers who share their values.

3. Differentiation Through Purpose

Patagonia’s campaign stood out because it was unexpected!

Especially because they launched it on a day when people were excited to spend money.

As other brands were slashing prices left and right so that customers would buy more…

Patagonia differentiated themselves by telling them “No, don’t buy this!”

It made people pause and think about the message they were promoting.

Having a strong sense of purpose can set your brand apart.

Build Brand Loyalty by Challenging Your Customers with a Daring Perspective 

Patagonia’s success shows that taking a stand and challenging your customers can be a powerful way to build brand loyalty.

When businesses dare to be bold and speak up about important issues…

They create real connections with their audience.

Don’t be afraid to shake things up.

Your brand can be more than just a logo or a product.

It can be a statement. A challenge. A conversation starter. 

If you already have a mission you’re passionate about, then you should weave your message into every aspect of your business.

Especially your website!

Why?

Because your website is often the first place potential customers interact with your brand. 

Your message should be reflected right from your website’s landing page.

The best way to do that is through copywriting!

This is why we created our free copywriting guide “Evoke 5.” 

It walks you through 5 copy elements every website must have to turn skeptical strangers into excited buyers.

You’ll have to convince website visitors that you’re not just another bland brand that cares only about profits.

In fact, after this training, you’ll learn how to make your product or service stand out above your competitors while, at the same time, giving value to your customers.