Patagonia is an outdoor clothing company that is showing real leadership by asking consumers to think twice about whether they really need to buy a new jacket.
They offer services to fix the jacket you have rather than buy a new one. They will even help you sell it without charge. If it is really beyond repair, they will recycle it.
Patagonia is a business and like many businesses they exist to make and sell things. But Patagonia only wants to sell things to people that really have a need.
Although the health of their business and the livelihoods of their employees depends on people buying their wares, they realize that there is no business on a dead planet.