How can you black friday campaign they affect your sustainability image?

1. The classic, "save a lot of $$$" campaign

Pros:

• In terms of sustainability, there aren't any

Cons:

• Encourages hyperconsumerism

• Goes directly against sustainability

• Can cost you your sustainability image

2. The "we're not participating" stance

Pros:

• Takes a stance against hyperconsumerism

• Some consumers might find it noble 

Cons:

• Can be seen as hypocritical when you have sales and discounts other times during the year

• Some industry peers will see it as if you're pointing fingers at their black friday campaigns

3. The "save the world while you shop" campaign

Pros:

• You can take advantage of the shopping day, but still focus on sustainability

• Can generate money for a good cause

• If the campaign is done wisely it can support your sustainability image

Cons:

• You are participating in a hyperconsumerism event, which can damage your image

• You have to be careful and avoid big discounts

4. The "business as usual" non-campaign

Pros:

• You can't be accused of greenwashing

• You're not contributing to hyperconsumerism

Cons:

• Some competitors and customers might accuse you of taking the "easy way" out

• Missing out an opportunity to take a stance at an important day in the industry calendar

Our recommendations:

• Don't encourage hyperconsumerism (i.e. avoid the crazy discounts and free shipping)

• Address the nature of black friday and its challenges

• Honestly communicate your approach and the reasons behind it

• If you choose to collaborate with an NGO or similar, make sure to choose something that is in line with your brand identity