Patagonia Is Taking On a Provocative ‘Anti-Growth’ Position

Is it all just a marketing ploy?

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Sustainable products may well be yesterday’s news—at least according to upscale sportswear brand Patagonia.

The marketer of $500 goose-down jackets is reaching beyond its eco-friendly practices to address the link between environmental decline and economic growth. It is pushing businesses and politicians to figure out how to save the planet by curbing growth and producing fewer goods.  


Patagonia’s initiative, “The Responsible Economy,” began Sept. 24 with a series of promos via email, its website, social channels and its latest catalog.



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