I would not be surprised if that is truly the most effective behavior change for a group of people to execute on. I'm sure that individuals among us may be in

I would not be surprised if that is truly the most effective behavior change for a group of people to execute on. I'm sure that individuals among us may be in a position to help our planet in a more effective manner, but the old saying "reduce, reuse, recycle" is in that order for a reason. I'm sure this campaign brings a ton of branding benefit to Patagonia, but I certainly can't dismiss it as a cynical ploy to take a hypocritical moral stand. It takes a fair bit of courage to take out a huge ad on Black Friday and say "our company's products damage the earth. Here are the numbers. Please don't buy them unless you need to." The world would be a better place if more companies were willing to be that forthright. In any event, they are literally publishing numbers about the impact of their manufacturing process. So it should be straightforward to determine how optimal her strategy is. (Incidentally, I'd love to see those sorts of numbers across more industries. For example: should I keep driving my 9-year-old gas car, or should I incur the environmental impact of battery manufacture etc. for a new hybrid or all-electric? If the former, then at what point should I ditch my current car, given how many miles I drive annually?)