there’s bad growth, and then there’s good growth. An expanding economy driven by ever greater individual consumption of ever more disposable products is bad. In a more sustainable future, people will buy fewer things at higher prices, technological innovation will reduce the impact of those products’ manufacture, and the goods themselves will be made to last and then be recycled at the end of their useful lives. Since those are the kinds of products Patagonia is striving to make, and the kinds of relationships to products that Patagonia is trying to foster, then the more that Patagonia expands its market share, the better. The new economy must grow out from beneath the old one