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How Patagonia Built a Marketing Funnel on Anti-Consumption
In this episode of The Marketing Funnel Podcast, Lucas and Luna explore how Patagonia defied every conventional marketing rule by building a funnel based on anti-consumption. They break down the 'Don't Buy This Jacket' campaign from 2011, the Worn Wear program, and the 2022 decision to transfer ownership to a climate trust. Lucas argues Patagonia created a brand so trusted that it actually widens the top of the funnel by asking people NOT to buy. Luna pushes back on whether this model is replicable. A fascinating look at how values-based marketing can drive profit while pushing…
The skinny
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