One might assume that explaning the various benefits of organic cotton in catalog essays was a strategic move, since the company had to justify the two to ten dollar premium per garment. But other essays, on the definition of sustainability, for instance, address environmental issues not linked directly to company profit. Broad environmental education teaches consumers that although thinking and buying green might be more expensive, environmentalism is less taxing on the earth in the long run and, therefore, on individuals as well. Patagonia's advertising and company literature aim to educate. Instead of a catalog packed only with sales information, Patagonia's catalog feels more like National Geographic.
Environmental essays are next to lush, full-page photos.
Annual reports, pamphlets and other company literature explain new ideas in environmentalism. And Patagonia was one of the first companies to talk about sustainability in paid media. Patagonia realizes that savvy customers are sometimes doubtful of corporate environmental claims. To avoid consumer backlash, Patagonia publishes the results of its internal environmental assessment. This report reviews all office, production and merchandising activites to uncover opportunities to cut waste and reduce energy.