Values marketing is about doing what you believe is right—risky or not.
Patagonia and REI waded into the political thicket after the Trump administration rolled back protections for some land connected to Big Ears National Monument. Patagonia built a new entrance to its website with a stark design.
This is what’s on Patagonia’s home page right now. pic.twitter.com/eFAp7lnYTY
— Kyle Griffin (@kylegriffin1) December 4, 2017
Anyone who visited Patagonia’s website on Monday night in search of a warm winter fleece or a pair of snow pants was in for a surprise. Replacing the usual shopping choices were giant white letters on a black background offering a stark message: “The President Stole Your Land.”