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From Starbucks’ Race Together initiative to McDonald’s Pay with Lovin’ campaign, companies risk trouble if they overstate their brand purpose

On one of the busiest shopping days of the year, Black Friday, when retailers encourage the public to spend, spend, spend, outdoor apparel brand Patagonia does the opposite. Its Worn Wear initiative aims to reduce consumption by encouraging customers to hold on to, repair or swap existing products, rather than replace them with new ones.

If companies are profit-making entities and the point of advertising is to sell products or services, then Patagonia’s approach may seem counterintuitive. Yet the retailer is one of a raft of companies that believe business should be about more than the bottom line.

Related: How marketing is helping to marry profits and purpose

It's worth a little discomfort. Here's the what and the why of #RaceTogether. http://t.co/jO56LvKeO8

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