The down side: Patagonia makes its puffy jackets with traceable feathers

The down side: Patagonia makes its puffy jackets with traceable feathers

US – Patagonia has released a new animated video on the dark tale of down, the feathers used for its signature puffy jackets, and its often unethical source.

Article/16736 #1
What the Pluck? – Conventional Down Is a Scary Business

US – Patagonia has released a new video on the dark tale of down – the feathers used for its signature puffy jackets – and its often unethical source.

In the animation, by Geoff McFetridge, viewers follow a goose who happily skis the slopes in his down jacket before being carried to a farm, where he witnesses force-feeding, live plucking and the slaughtering of his brethren. Although down is a by-product of the meat industry – these are geese raised for slaughter – the inhumane practices of live plucking, which causes stress to the animals, and force-feeding, the controversial method for fattening geese for foie gras, are not always the norm. 

In 2010, when animal welfare organisation Four Paws accused Patagonia of receiving down from farms that performed such practices, the brand issued a mea culpa and in 2013 said it was making the move to 100% traceable down. This autumn Patagonia has released its first line of traceable down clothing. The video is accompanied by a microsite by Patagonia, which enables consumers to trace every stage their down goes through to ensure that consumers can be confident that their clothing comes from animals that have not been treated cruelly.

The advertising, despite its animated form, is a strong visual statement about what happens at other farms. Patagonia’s use of Scare Marketing tactics is a smart way to show how its products are better. For more, read our Scare Marketing microtrend.

Discover More News
Alzheimer’s awareness ad turns the loading icon into a metaphor for memory loss

News

Alzheimer’s awareness ad turns the loading icon into a metaphor for memory loss

Alzheimer Foundation’s latest campaign harnesses a universally frustrating digital metaphor – the buffering or loading icon – to evoke the heartbre...
Advertising : Health : Alzheimer's
Foresight Friday: Rose Coffey, senior foresight analyst

News

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday : Media & Entertainment : Vintage Fashion
Stat: F1 fans are increasingly embracing zero-alcohol choices

News

Stat: F1 fans are increasingly embracing zero-alcohol choices

A new study commissioned by Heineken reveals a cultural shift among Formula 1 fans, with growing demand for moderation and zero-alcohol options.
Food & Drink : Sports : Formula 1
 McDonald’s gamifies fast food detours in Side Missions campaign

News

McDonald’s gamifies fast food detours in Side Missions campaign

McDonald’s is turning spontaneous snack runs into playful quests with its new Side Missions campaign.
Gaming : Advertising : Food & Drink
 Touchland and Crocs unveil personalised hand sanitiser with charms

News

Touchland and Crocs unveil personalised hand sanitiser with charms

Touchland and Crocs are getting ahead of the back-to-school season with a new limited-edition collaboration designed to appeal to Gen Alpha’s desir...
Fashion : Beauty : Gen Alpha
Stat: UK Gen Z champion imperfect sustainability in fashion

News

Stat: UK Gen Z champion imperfect sustainability in fashion

Gen Z are driving a nuanced shift in fashion, where quality and durability are increasingly valued, but not at the expense of affordability. Accord...
Gen Z : Fashion : Sustainability
The Palladium Hotel Group reframes luxury as logging off in new holiday campaign

News

The Palladium Hotel Group reframes luxury as logging off in new holiday campaign

The Palladium Hotel Group is positioning digital disconnection as a modern luxury in its latest in-house campaign.
Advertising : Travel & Hospitality : Digital Detox
Lululemon taps into civic fandom with Lewis Hamilton partnership

News

Lululemon taps into civic fandom with Lewis Hamilton partnership

Lululemon has unveiled Formula 1 champion Lewis Hamilton as its latest global brand ambassador, marking a strategic evolution in the brand’s approa...
Fashion : Sports : Social Impact
Stat: Vibe-based budgeting is shaping young consumers’ spending habits

News

Stat: Vibe-based budgeting is shaping young consumers’ spending habits

Amid economic uncertainty, Gen Z and Millennials are turning to vibe-based budgeting – adjusting spending based on how the economy feels rather tha...
Gen Z : Millennials : Finance
Asahi Super Dry spotlights style and culture in campaign for Women’s Rugby World Cup

News

Asahi Super Dry spotlights style and culture in campaign for Women’s Rugby World Cup

Asahi Super Dry has launched a bold new campaign film starring English rugby union player Ellie Kildunne, spotlighting the confidence, creativity a...
Sports : Food And Drink : Advertising
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN