Patagonia founder gives away the company: Pre-class activities

The first time you watch the video, pay special attention to the correct pronunciation of the following words:

Through this unabashed anti-consumerist sentiment, the advertisement revealed a recent trend within the outdoor apparel industry.

However, the environmentalist messages of Patagonia can reveal a paradox intrinsic to ecologically conscious corporations.
Throughout the marketing campaign and Patagonia’s culture as a whole, Patagonia seems to be committed to the durable and long-lasting, encouraging its customers to forgo purchases and embrace the old.
Patagonia brands itself as anti-consumerist with ads, yet as a for-profit company its very existence is reliant on consumption.