In the face of compulsive consumption, awareness and education.
This latest edition of Black Friday has also been marked by the pandemic. Although not all, there are many consumers who, faced with delayed shipments and the feared shortage of items, have put aside their environmental conscience and run for discounts that would make the bill a little lighter on Epiphany.
For this very reason, it is difficult for some brands not to jump on the bandwagon of this day of sales and promotions that year after year breaks sales figures and kicks off the Christmas campaign.
However, it is precisely on days like Black Friday when brands must be brave and take the opportunity to reaffirm their values and position themselves firmly in the minds of their consumers.
In fact, more and more initiatives are emerging in this regard under names such as ‘Green Friday’, which promotes the circular economy from the second-hand market; the ‘Buy Nothing Day’, which calls to stop consuming for 24 hours; or ‘Giving Tuesday’, which promotes solidarity and generosity only one day after ‘Cyber Monday’.
But, beyond creating ‘anti Black Friday’ alternatives, this movement tries to advocate for a conscious consumption, where the driver is not ‘the bargain’ or the ‘limited time’ but the conviction that this is the product or brand that best fits the needs of each customer.
A more restrained and fairer consumption where aspects such as local, small commerce and workers’ conditions, among others, come into play against excess.