Every year, Black Friday sales encourage people to buy more and more disposable products, which has a huge environmental impact. But these mega sales aren't the only option. Brands can choose to promote Green Friday, encouraging sustainable and environmentally friendly shopping.
That’s why we put together this article. It’s packed with influencer marketing strategies that help you leverage the credibility of content creators. The right creators have the power to inspire target audiences to opt for more ethical and sustainable purchasing decisions. Let's get green!
Black Friday originated in the United States. It marks the last Friday in November, falling just after Thanksgiving. Black Friday isn’t a very old event, it only dates back to the 1960s when American retailers sought to increase their holiday sales. The term "Black Friday", as we know it today, was first used in 1961 in the city of Philadelphia when a public bulletin warned of the chaos occurring on the streets due to shop's post-Thanksgiving sales.
Today, Black Friday is a global phenomenon, and the the UK is no exception.
Black Friday is synonymous with mass consumption trends and compulsive shopping that puts relentless pressure on consumers to keep buying more. This has a direct impact on the environment, raising serious questions about the ecological cost of the shopping-centric event.
Greenpeace called Black Friday a “nightmare for the planet.” It's a staple in a culture that must “worship new Gods in the form of commercial brands, and consume, consume, consume.”
This non-stop buying culture is deeply rooted in cities, where 55% of the world's population currently lives, a percentage that could reach 68% by 2050. This urban consumption is responsible for 70% of global greenhouse gas emissions, and the UK is 84.6% urban.
In fact, the average adult living in Greater London has an expected spend of a whopping £174 during Black Friday/Cyber Monday. But those in the UK's South West are only expected to spend £72.
While there are clear trends, the problem of overconsumption is global and spans many industries. In 2019 alone, 53.6 million tonnes of e-waste (from discarded electronics) was generated worldwide, and only 17.4% was collected and recycled. In the UK alone, over 125,000 metric tons of household electronic waste is collected each quarter – the size of about three large ferries.
Fast fashion remains another concerning industry. According to UN data, manufacturing a single pair of jeans requires 7,500 litres of water, which is enough drinking water for one person for ten years. The BBC stated that fast fashion consumes about “93 billion cubic metres of water per year - equivalent to 37 million Olympic-sized swimming pools.” But that's not the industry's only cost. It’s also responsible for 10% of global carbon emissions.
Yet, Black Friday contributes towards this public's insatiable desire for fast fashion. In the UK, 41% of Black Friday shoppers bought clothes. The impact is worsened by the difficult knowledge that approximately 80% of Black Friday purchases are only used once or twice, and 73% of them end up incinerated or in landfills.
Despite these issues, Black Friday sales grow year on year. In 2024, Brits are expected to spend a total of £3.8 billion during the November sales event.
Green Friday is the sustainable alternative to Black Friday. It's an anti-consumerist trend fuelled by a growing concern about the environmental impact of consumerism and the realisation that commerce needs more responsible practices.
The Green Friday movement is not the first of its kind. Buy Nothing Day, an event that invited people to refrain from shopping on the day after Thanksgiving, was established back in 1992. It was organised to protest against rampant consumerism and encourage sustainable lifestyles.
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Green Friday falls on the same day as Black Friday. That's November 29th 2024.
The exact beginnings of Green Friday in the UK are unknown, but influencers like Martin Dorey are pushing for its adoption. Many brands are also driving towards a greener, more long-term approach over compulsive taking and flash sales. For example, luxury cosmetics company, Rituals states on its website, "We strive for a better world. We think it is important that you feel good and that we take care of the planet at the same time. To reinforce this, we prefer to call Black Friday Green Friday at Rituals."
Green Friday is not about avoiding commerce entirely. It’s about changing shopping habits and finding more ethical, conscious ways of doing business. But how can brands connect with shoppers over responsible consumption? One great way is by collaborating with creators who care about sustainability to promote a greener future through influencer marketing.
The adoption of sustainable practices is not only an ethical issue but also a brand differentiator in today's saturated markets.
Here’s how UK consumers think about environmental initiatives and eco-friendly products:
This data reveals that, despite a cost of living crisis, Brits will pay more for sustainable goods. However, one in important stat is missing. Only 8% of UK consumers are willing to pay a 12% premium for sustainable products.
This puts brands in a difficult position. They need to take proactive approaches to sustainability and demonstrate a real and transparent commitment to good causes, such as caring for the environment, while also keeping costs down.
It also shows that brands need to communicate the value of their sustainable products. This is the only position that can respond to the growing demand from conscious consumers. It also strengthens brand reputation and creates a sustainable competitive advantage.
For this reason, Kolsquare would like to share some strategies that will allow your brand to drive more responsible consumption on Black Friday.
Influencers have a true impact on their followers. Connecting with those devoted to green living and others who perhaps can sway an audience that's less invested in sustainability is valuable.
Currently, underconsumption core is a growing trend on social media. It’s driven by young people who are tired of the flashy, consumerist, fast-fashion on platforms like Instagram and TikTok, where shopping halls take centre stage.
Sharing about the negative effects of impulse buying is great. But it's important to choose the right influencers who can angle a green message effectively. It's not a matter of selecting people with large followings, it's about finding content creators who promote responsible practices.
Explore influencers who share content about sustainable living. These are people who educate their audiences about issues such as responsible consumption, ethical fashion, recycling, and waste reduction.
Another option could be environmental activists, who are known for their authentic voices in the fight against climate change and can help amplify the conversation about how Green Friday is a better alternative to Black Friday.
Include post: Source: Instagram @goinggreenmedia
Alternatively, link up with local micro-influencers. With smaller and often more engaged audiences, micros can create a sense of community and authenticity around your campaign. Pairing this with local activism or partnership with local, sustainable initiatives can build credibility and show your dedication to social change.
Read also: What is the carbon impact of an influencer marketing campaign?
Brands interested in promoting responsible consumption and doing their bit for the environment can create educational content with influencers. Rather than focusing solely on promotions and discounts, both brands and creators can share materials that raise consumer awareness of the importance of shopping more consciously. This content is super engaging and shareable as it provides real value to shoppers.
Include post: Source: Instagram @izzy_manuel
Consider launching sustainable product reviews, responsible shopping guides, and practical advice on how to make informed choices. That could be identifying quality products, learning about brands that support ethical initiatives, and avoiding impulse purchases during Green Friday. By framing content as educational or a discovery, brands can collab with influencers who aren’t typically focused on sustainability.
Donate a percentage of your Green Friday profits to organisations and NGOs working in areas such as environmental protection or supporting vulnerable communities. Influencers can help communicate your commitment to sustainability to their audiences.
You can also leverage influencers to draw attention to initiatives that draw society's attention and motivate more sustainable consumption. Key messages can be created to encourage the circular economy, reuse, recycling, or repair of products over buying new.
If your brand is already committed to reducing its environmental impact, such as carbon neutralisation or using recyclable packaging, influencers can help highlight these efforts on their platforms.
There are tonnes of brands committed to going green. Every move in the right direction is beneficial, and this is a great moment for brands to show their benefits.
As Maria Mendiluce, CEO of the We Mean Business Coalition, put it, “The only way to protect from economic turmoil and give life to new industries is to move decisively from polluting fossil fuels to cleaner solutions. The race is on and those that transition soonest and fastest will be more competitive.”
Since its launch in 2009, the Spanish sustainable fashion brand Ecoalf has maintained a firm stance against sales and promotions convinced that the price of its garments reflects the real value of an extensive process of research and innovation. This process has made possible the creation of more than 500 recycled fabrics from more than 250 million plastic bottles, 80 tons of fishing nets and used tyres, among other materials.
Ecoalf was a pioneer with its memorable slogan, ‘Because there is no Planet B’ that promotes responsible consumption to buy less and buy better. In addition, every year, it uses the Black Friday season to make a call for reflection. In 2022, its brand ambassador, Probably Tomfoolery, joined this cause, spreading the campaign through its social networks.
Include post: Source: YouTube Ecoalf
IKEA launched its ‘Green Friday’ campaign as a sustainable alternative to Black Friday, promoting the buyback of used furniture to encourage circular consumption and make the most of the useful life of second-hand products.
With Green Friday, the IKEA shop has boosted its second-hand furniture buyback service. By 2022, these initiatives had given new life to more than 51,000 pieces of furniture in the UK.
These efforts by the company are aligned with its global goal to ensure “Inspiring and enabling more than 1 billion people to live better lives within the limits of the planet.” by 2030.
Turning Black Friday on its head, sustainable clothing brands Rapanui and Teemill launched the Taking Back Friday campaign to highlight circular fashion. Instead of encouraging overconsumption, the campaign urged customers to send back their used Rapanui and Teemill clothing for recycling. Customers who participated received store credit, incentivising responsible consumption and giving garments a second life.
The campaign, amplified through influencers like Hannah Rochell on social media, received significant attention for its refreshing approach. By collaborating with sustainability advocates, Rapanui and Teemill continued to build loyalty with eco-conscious audiences already aligned with their mission. This anti-Black Friday stance underscores both brands' commitment to sustainable fashion and circularity.
Rapanui also run gifting and affiliate campaigns to build awareness, collaborating with nature-focused creators like Joe Jackson and Lucy Gosling.
Include post: Instagram source @hannah.rochel
Rather than promoting frivolous buying, Rituals embraced Green Friday. Luxury home and skincare brand Rituals spotlighted its refillable products—such as body creams, hand soaps, and fragrance sticks—designed for reuse. These eco-friendly refills appeal to the growing number of consumers looking to reduce waste and make sustainable choices.
Rituals, though consumer-focused, takes its commitment to sustainability seriously. In 2022, the company achieved B Corp certification, underscoring its dedication to responsible business practices. Their ‘Buy 1 Refill = Grow One Tree’ initiative further reinforces this mission.
Include post: TikTok source @notsoluxlife
Rituals are also serious about influencer marketing. In 2023, Rituals launched pop-up events across the UK, creating luxury immersive experiences to engage customers directly and encourage user-generated content (UGC). By offering value-driven, experiential shopping, Rituals aligns with conscious consumer trends, particularly among luxury shoppers.
To learn more about responsible influence we leave you our guide: #InfluenceForGood definitive for tomorrow's brands.
Kolsquare is Europe’s leading Influencer Marketing platform, offering a data-driven solution that empowers brands to scale their KOL (Key Opinion Leader) marketing strategies through authentic partnerships with top creators.
Kolsquare’s advanced technology helps marketing professionals seamlessly identify the best content creators by filtering their content and audience, while also enabling them to build, manage, and optimize campaigns from start to finish. This includes measuring results and benchmarking performance against competitors.
With a thriving global community of influencer marketing experts, Kolsquare serves hundreds of customers—including Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, Lush, and Hermès—by leveraging the latest Big Data, AI, and Machine Learning technologies. Our platform taps into an extensive network of KOLs with more than 5,000 followers across 180 countries on Instagram, TikTok, X (Twitter), Facebook, YouTube, and Snapchat.
As a Certified B Corporation, Kolsquare leads the way in promoting Responsible Influence, championing transparency, ethical practices, and meaningful collaborations that inspire positive change.
Since October 2024, Kolsquare has become part of the Team.Blue group, one of the largest private tech companies in Europe, and a leading digital enabler for businesses and entrepreneurs across Europe. Team.Blue brings together over 60 successful brands in web hosting, domains, e-commerce, online compliance, lead generation, application solutions, and social media.
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