You have to admire brands who are prepared to look beyond the usual marketing hype that surrounds products, and provide customers with ‘real’ information.

Here’s what outdoor clothing brand Patagonia says about one of their latest jackets;

“While it is durable and 60% recycled, it still costs more than it sells for, given that its manufacture uses enough drinking water for 45 people, generates 20 times its weight in carbon dioxide emissions and two-thirds its weight in scrap”.

How refreshing.

Brands rely upon building customer loyalty. But how can you trust any brand that isn't prepared to tell you the good the bad and the ugly?

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