• Advertising Age, Wednesday, November 30, 2011 10:30 AM

Patagonia is saying buy less and to "reflect before you spend a dime on this jacket or anything else." Patagonia used its Monday email to consumers to draw attention to the Common Threads initiative.

"Cyber Monday, and the culture of consumption it reflects, puts the economy of natural systems that support all life firmly in the red. We're now using the resources of one-and-a-half planets on our one and only planet. The ad shows the R2, one of its best-sellers, whose manufacture "required 135 liters of water, enough to meet the daily needs (three glasses a day) of 45 people. Its journey from its origin as 60% recycled polyester to our Reno warehouse generated nearly 20 pounds of carbon dioxide, 24 times the weight of the finished product. This jacket left behind, on its way to Reno, two-thirds its weight in waste."

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