Winds of Change: A Sustainable Future
Consumers of today are expecting and demanding brands to actively lead the facilitation of change. They are investing their loyalty in brands that place high value in not only articulating their social responsibility but also making those claims actionable and impactful. Consumers are asking brands to have a more holistic approach to business practices that not only care about the climate but extend to humanity at large.
In a survey conducted by IBM, nearly eight in 10 respondents indicated sustainability is important for them, and for those who said it is very or extremely important, over 70 percent would pay a premium of 35 percent, on average, for brands that are sustainable and environmentally responsible. With this consumer behaviour shift in mind, we see a great disconnect between consumers’ values and the output of Black Friday.
Originally established as a lieu day, Black Friday enabled overzealous Thanksgiving feasters to rest and get a jumpstart on their holiday shopping. The earliest use of the phrase Black Friday dates to 1869, the day plummeting gold prices caused a market crash that impacted the U.S. economy for years. Black Friday is also used to define a state of financial crisis and chaos, not one of shopping and celebrations.
Today, it is seen as synonymous with hyper-consumerism as well as the environmental burden, over-spending and waste associated with the day’s event. A 2020 estimate surmised home deliveries would churn out 429,000 metric tons of greenhouse gas emissions — the equivalent of 435 return flights from London to New York (or, apparently, the same weight as 61,308 elephants).
However, great challenges create great opportunities for change, and in 2015, a counter-movement was created. Green Friday was established to empower a more mindful, environmentally-conscious and greener alternative to online spending. It encourages consumers to be more present in their purchase decisions and advice for a sustainable future by supporting brands that sell eco-friendly and upcycled products or companies that champion sustainable practices.
Beyond Green Friday, we see the introduction of Blue Friday, an initiative pioneered by a group of small businesses pledging to donate a large portion of sales to directly support ocean conservation initiatives. Founded in 2019, the initiative aims to change the conversation around Black Friday and give people the ability to still shop while making a positive impact.
A great example of a brand leading this change this year is IKEA. Demonstrating the importance, affordability, and ease of sustainable living for all, their month-long Green Friday campaign encourages Canadian consumers to give pre-loved goods a new life through their circular sell-back program. Customers are encouraged to sellback their lightly-used IKEA items to enjoy special promotions and the satisfaction knowing they’ve helped make the world a little cleaner and greener.
When we think of brands pioneering sustainable change, for many, Patagonia is top-of-mind. With a rich history of environmental impact, sustainable sourcing and social responsibility, Patagonia is well ahead of the shift in consumer trends. Since 1985, the company has pledged 1% of sales to the preservation and restoration of the natural environment. This holiday, Patagonia asks consumers to consider how and what they give by passing along cherished gear, sharing knowledge or trying something new with a friend, repairing their favourite jacket or donate to a good cause.
With supply chain woes, labor shortages and scarcity of packing supplies threaten holiday deliveries, we’ve seen Kraft's Philadelphia Cream Cheese react to the cream cheese shortage. Their “Spread the Feeling“ program offers fans $20 each for desserts they bake or buy that don't contain any cream cheese to ensure holiday cheesecake lovers still get that holiday feeling, even if it’s through other desserts. “If you can’t spread Philly, spread the feeling.”
Looking to 2022, will these established and upcoming leaders in sustainability inspire other brands to follow suit? Will consumer’s shifting values continue to champion change? These small changes very well might be the ripple in the tide of radical change for our planet today and the future.