Young consumers are turning away from the traditional Black Friday shopping frenzy, with a growing focus on sustainable purchasing habits. A recent study indicates that 76% of shoppers are prioritising environmentally conscious choices, while environmental group Greenpeace has dubbed the day “a nightmare for the planet.” In response, marketing platform Kolsquare is encouraging brands to adopt “Green Friday,” a movement advocating for ethical and planet-friendly trading practices.
Rituals, a beauty brand, has been a vocal proponent of this shift. A statement on its website reads: “We strive for a better world… we prefer to call Black Friday Green Friday at Rituals.” Sustainable Spanish fashion brand Ecoalf has also made strides, using recycled materials such as 250 million plastic bottles and 80 tons of fishing nets in its products, with influencer @probablytomfoolery amplifying its message.
Ikea, a longtime advocate for sustainable practices, launched its own Green Friday campaign, bolstering its second-hand furniture buyback initiative. In the UK alone, more than 51,000 pieces of furniture were recycled through this programme. Similarly, sustainable clothing brands Rapanui and Teemill promoted circular fashion through their “Taking Back Friday” initiative, offering store credit in exchange for returned garments.
The Role of Influencers
Quentin Bordage, CEO of Kolsquare, highlighted the influence of content creators in driving this shift: “Influencers are a great ally for brands as they are on the front line when taking action on climate change.” To support brands looking to go green, Kolsquare has shared a series of recommendations, including collaborating with sustainability-focused influencers, donating profits to environmental charities, and engaging audiences on platforms like YouTube and Twitch.
Kolsquare has also published The Ultimate Guide to #Influenceforgood for Tomorrow’s Brands to help businesses navigate sustainable influencer partnerships. It underscores the importance of thorough research into creators’ values and cultivating long-term relationships with influencers to maintain authenticity.
The Future of Ethical Commerce
As more consumers shift towards underconsumption, brands are increasingly challenged to balance profitability with sustainability. Rituals’ pop-up stores in 2023 exemplified this trend, offering immersive shopping experiences that combined sustainability with content creation. Quentin Bordage emphasised that this is not about ending commerce altogether but finding ethical ways to trade.
The Green Friday movement, supported by pioneering brands and influencers, signals a growing awareness of the environmental impact of mass consumerism. By aligning their practices with the values of younger, eco-conscious audiences, businesses are positioning themselves at the forefront of this cultural shift.