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Patagonia's Common Threads Initiative Encourages Responsible Shopping (VIDEO)

First Posted: 11/28/11 03:03 PM ET Updated: 11/29/11 01:43 PM ET

Are you buying anything on Cyber Monday? Patagonia asks that you think twice before making a purchase ... even from their own store.

Patagonia's campaign is the exact opposite of what one might expect from a clothing and outdoor gear manufacturer, but the Southern California-based company is taking on what they see as rampant consumerism with their Common Threads Initiative.

Patagonia wrote on their website, "Cyber Monday, and the culture of consumption it reflects, puts the economy of natural systems that support all life firmly in the red. We’re now using the resources of one-and-a-half planets on our one and only planet."

In the video below, the company stresses that you should consider what you "deeply need" and not just buy what you "vaguely want."

Economically, Black Friday and the holiday shopping season may be a boon, but the unsustainable consumerism Patagonia wants to stop was arguably visible in shoppers' behavior this weekend.

Violence erupted at stores across the country as shoppers fought over limited quantities of sale items. A 61-year-old shopper in West Virginia collapsed in a Target store and later died. He was allegedly ignored and stepped over by his fellow deal hunters.

The stress on our planet isn't just felt with over-production and waste with consumer goods. A report released this week by the United Nations found that a quarter of the world's land is already "highly degraded." The report also found that the world's farmers will have to produce 70 percent more food by 2050 to feed the world's expanding population.

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Filed by James Gerken  |