If it lasts it matters

Patagonia makes durability the proof—while Google shifts optimisation toward conversion quality, Meta uses AI to match brands with creators faster, and LVMH personalises stores with demand data.

Author

Javier García
December 18, 2025 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

Sponsored Section

Shoppers are adding to cart for the holidays

Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.

Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.

Best Ad of the Week

Patagonia – “If It Lasts, It Matters” (2025 Global Campaign)

Patagonia’s “If It Lasts, It Matters” is built around one quiet provocation: the most sustainable product is the one you already own. The ad shows real Patagonia garments at different stages of their life. A jacket patched multiple times. A backpack faded by sun and salt. Shorts repaired and re-repaired. Each item is paired with a short on-screen caption describing how long it has been used: 6 years, 11 years, 18 years. No voiceover. No call to buy. The film ends with a simple line: “Use it longer.”

Key marketing lessons

• Say less to mean more: Patagonia avoids explanation and lets time itself be the proof.
• Turn restraint into differentiation: Telling people not to buy sets the brand apart in a consumption-driven category.
• Product truth as brand truth: Durability is not claimed, it is demonstrated through real use.
• Credibility over persuasion: The absence of sales language builds trust and long-term loyalty.
• Purpose that feels earned: Sustainability is shown as behaviour, not messaging.

A reminder that the strongest campaigns don’t convince you to act. They remind you how you already should.

Sponsored Section

A Framework for Smarter Voice AI Decisions

Deploying Voice AI doesn’t have to rely on guesswork.

This guide introduces the BELL Framework — a structured approach used by enterprises to reduce risk, validate logic, optimize latency, and ensure reliable performance across every call flow.

Learn how a lifecycle approach helps teams deploy faster, improve accuracy, and maintain predictable operations at scale.

Weekly Tip

Make the Reader Feel Oriented

Confusion often comes from not knowing where you are in the message. Orientation builds confidence and keeps attention.

• Set context early so readers know what problem is being addressed
• Keep a logical flow from idea to idea
• Reinind the reader why this point matters before moving on

When people feel oriented, they relax and stay engaged. Clear direction makes your message easier to follow and easier to trust.

Weekly Challenge

Comment-to-Content Loop

Turn engagement into your next ideas this week:

• Pick one recent post with at least a few comments
• Choose one thoughtful comment or question and turn it into a standalone post
• Open the new post by referencing the original comment (anonymously or with permission)
• Deliver a clear answer or expansion, then invite more perspectives

By the end of the week, you’ll have content directly shaped by your audience, increasing relevance and conversation depth.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

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