Patagonia is continuing to encourage Millennials to buy less on a cross-country tour to repair old Patagonia gear and teach young consumers how to do so themselves along the way.

Patagonia is continuing to encourage Millennials to buy less on a cross-country tour to repair old Patagonia gear and teach young consumers how to do so themselves along the way. At a time when environmental messages are less attractive than they used to be, having a real person mend an item they already love turns their new definition of “sustainability into a larger sense of community.” The consumer shift away from environmental interest doesn’t necessarily mean they care less about the planet, but just “think companies should be making their green decisions for them.” (MediaPost)