Don't buy this jacket
A case study in the Regulatory Power of Societal Alignment
TL;DR: In 2022, Patagonia made a landmark decision to dedicate all profits to environmental activism, cementing decades of societal alignment. Yet, the true source of Patagonia's regulatory power isn't just one bold move, but the relentless accumulation of initiatives—most notably the iconic "Don't Buy This Jacket" campaign—that consistently align the company's mission with societal values.
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