Boycotting Facebook ads for a month and a half. Then they'll be back at it.
at least
As in, they're starting here, and they'll continue if they don't see action.
Patagonia is privately held and they seem like an organization that would follow principals over profits, in general.
This is a clearer message to Facebook than an outright loss. Facebook now has to say "We lost this month, are we willing to lose next month? And the month after?" as opposed to "Well, we lost the revenue, no use crying over spilled milk".
The better move was to stop ad purchases _permanently_.
The important part is the "pending meaningful action" - end of July is the minimum timing, which can extend if no meaningful action is taken.
The pressure on Facebook is not about the media spend of Patagonia, is being called out by them and taking a stand.