Christmas conscience.

Two weeks before Christmas and many people are feeling the anxiety building up, building up because they haven't bought that perfect gift. What is the craze this year, Apple continues its trend of being the digital du jour, book readers are always in, cheap flights to everywhere except where you want to go are available and a variety of toys that will barely outlast their batteries continue the sell cycle. At Christmas the sell cycle is on steroids and everywhere you look you are accosted by the next poster entreating to buy before it's too late or before stocks run out. For many this is an unconscionable approach to a season of cheer and good tidings.

So imagine my surprise to see the folks at Patagonia continuing their 2011 campaign, when they implored me not to buy their jacket, to this year asking me to buy less. What would David Jones think, how could Apple continue and what would Nike do if they couldn't make the shoes you bought yesterday, obsolete today? Consumerism today is about replacing, not the old and worn out with the new but replacing yesterday with today as quickly as possible, before the midday rush. Aside from my Mother it is difficult to find anyone who has held onto anything longer than necessary, meaning until the next new range or new model is released.

Patagonia have worked hard at their passion for making the best outdoor gear in the world and making it last for more than one sale cycle. Everything they make is built to last and they have a full appreciation of what it takes to make their garments and outdoor equipment and who they are selling to. They were forthcoming in telling consumers how much last year's jacket cost the environment when they released their sales campaign information, “to make it required 135 litres of water, enough to meet the daily needs (three glasses a day) of 45 people. Its journey from its origin as 60% recycled polyester to our Reno warehouse generated nearly 20 pounds of carbon dioxide, 24 times the weight of the finished product. This jacket left behind, on its way to Reno, two-thirds its weight in waste.” Think twice before you buy it and if you do, use it for a very long time.

To stay true to their mission, “build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis", Patagonia have embarked on a brand campaign to build more than loyalty and social awareness. They are creating brand evangelists whose values align with the company's and who become their greatest sales team, albeit one with a conscience. The power of information and the limited amount of money for the Christmas budget sees people looking to buy from companies with values aligned to their own and values they are happy to pass onto their children. Marrying the environmentally responsible with great products gives Patagonia the chance to connect with these consumers, work at the premium end of the market, sustain profits and continue to save the planet.

So when looking for that next great Christmas present, consider the socially and environmentally conscious companies who want to give you more than just a great product, they want to save the planet for more Christmas' to come. Now you know why I haven't bought you that new jacket, I'm just saving the planet.