I would not be surprised if that is truly the most effective behavior change for a group of people to execute on.<p>I&#x27;m sure that individuals among us may be in a position to help our planet in a more effective manner, but the old saying &quot;reduce, reuse, recycle&quot; is in that order for a reason.<p>I&#x27;m sure this campaign brings a ton of branding benefit to Patagonia, but I certainly can&#x27;t dismiss it as a cynical ploy to take a hypocritical moral stand. It takes a fair bit of courage to take out a huge ad on Black Friday and say &quot;our company&#x27;s products damage the earth. Here are the numbers. Please don&#x27;t buy them unless you need to.&quot; The world would be a better place if more companies were willing to be that forthright.<p>In any event, they are literally publishing numbers about the impact of their manufacturing process. So it should be straightforward to determine how optimal her strategy is.<p>(Incidentally, I&#x27;d love to see those sorts of numbers across more industries. For example: should I keep driving my 9-year-old gas car, or should I incur the environmental impact of battery manufacture etc. for a new hybrid or all-electric? If the former, then at what point should I ditch my current car, given how many miles I drive annually?)