Ceprez, Lhealyn C. BSBA MKTG2-1
GGRES- Good Governance & Sales Responsibility
ACTIVITY 4
Moral, Immoral and Amoral
MORAL ETHICS
Ethical marketing has the potential to increase costs and providing slow results. To improve your
positive reputation, strengthen your brand, and provide conscientious consumers more incentive to
buy, educate your customers.
“Don’t Buy This Jacket” by Patagonia
Patagonia insists that people buy less. The premium outdoor clothier has built a reputation for being
ethical, environmentally friendly, and unorthodox in its marketing.
“The real message of ‘Don’t Buy This Jacket’ – and it continues to be the real message of Patagonia in
terms of consumption – is don’t buy this jacket if you don’t need it,” says Alex Weller,
Patagonia’s brand mission is to change people’s relationship to things and encourage them to become
