Perhaps one of the most unique campaigns of 2016 came from Patagonia, a well-known brand committed to sustainability, who actually encouraged consumers to NOT purchase their products. Imagine that! This Drum article discusses the campaign and Patagonia's embrace of anticonsumerism with the intent to inspire more conscious consumption. (https://www.thedrum.com/news/2017/02/22/why-patagonia-s-the-wall-advertising-asks-customers-think-twice-buying-its-products). Discuss Patagonia's anticonsumerism: • Describe the main target market for Patagonia using demographic, behavioural and psychographic factors. Justify your response. 10 marks • Can the brand attract more target consumers by encouraging them to "buy less"? Will Patagonia inspire consumers to engage in more "conscious consumption"? Explain and justify.