Patagonia has successfully built a brand synonymous with a lifestyle that many people aspire to: a more active, healthier, and greener one. What role does brand identity and marketing play for a business committed to "inspire and implement solutions to the environmental crisis"? Famously, Patagonia's Cyber Monday "Don't buy this jacket" campaign was a huge success, urging customers not to but what they don't need and to think twice before buying anything. Two of Patagonia's senior executives, Vincent Stanley and Jill Dumain, discuss the tensions between marketing and sustainability, how the public's reactions have influenced the direction of the brand, and the trade-offs Patagonia has addressed throughout this journey.