The outdoor apparel retailer's ad, showing one of its products, states "Don't buy this jacket".

Outdoor outfitter Patagonia placed a full-page ad in The New York Times on Black Friday, asking people to buy less on a day of high American consumerism. The headline read “Don't buy this jacket” above an image of one of the retailer's products. They copy then honestly explained the jacket's environmental cost, before asking people to think twice before they buy anything.

Asking shoppers to think more carefully about what they purchase and the real cost of all the things they buy might seem counter-productive for a retailer wanting to grow its business. But Patagonia believes it's important to address the issue of consumerism and try to lighten their environmental footprint. They wrote in a blog post:

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