What is Green Friday?
What is Green Friday?
Green Friday is an eco-citizen movement that was created in 2017 by a group of companies and associations to denounce overconsumption linked to Black Friday and to promote the responsible and sustainable economy, without guilt.
Indeed, since its first edition in 2014 to its last edition in 2019, Black bahamas whatsapp number data 5 millionFriday has seen the volume of orders multiplied by 5.6, or +465% of the overall volume of online orders. Between the 2018 and 2019 editions alone, on Friday alone, the Webloyalty Panel was able to record +21% of the overall volume of online orders. And yet, each year, more than 500 million items of clothing and 23 million household appliances are thrown away in France.
The first edition of Green Friday was a great success with the general public and it is even stronger with the return in 2020 of the movement "Make Friday green again!" , initiated by Faguo and followed by more than 700 brands.
“We did not want to participate in Black Friday, which encourages overconsumption. We were uncomfortable with the fact that it was imposed by the market. The real cost of this day is social and environmental. It makes jobs precarious by not paying manufacturers, brands and stores. It also contributes to climate change by encouraging overproduction.” Faguo
What does Green Friday offer?
What does Green Friday offer?
The Green Friday movement aims to raise awareness of responsible and sustainable consumption , to limit waste and to put consumer choices at the heart of environmental and social issues. It fits perfectly with the changes in behavior observed among the French, which were the subject of one of our ebooks “Towards more responsible consumers and brands?”
It proposes, among others, the following good practices :
Repair or donate rather than throw away
Sort out our cupboards to resell or recycle what no longer interests us
Extending lifespans
Buy local
Choose labeled products
Taking stock of what we really need
Buy reasonably and at the right price
Companies adhering to the movement undertake not to offer discounts to their customers and to donate 10% of their turnover for the day to committed associations selected by the collective.
Does Green Friday have even more meaning in 2020?
Does Green Friday have even more meaning in 2020?
In our article Black Friday, the next victim of the health crisis?, we wondered whether Black Friday would escape the upheavals caused by the pandemic.
Indeed, like many European countries, France is experiencing its second lockdown and is seeing many of its so-called “non-essential” businesses closed. Will the French now turn to handmade or made in France products to support the local economy and limit the environmental impact? Will they want to support all the small and medium-sized businesses that are suffering from these periods of confinement by buying at the right price and therefore boycott the American e-commerce giant?
One thing is certain, many retail federations are not waiting for the answer and are rising up against Black Friday by demanding its outright ban. Under pressure, the government has already asked Amazon to suspend its pre-Black Friday campaign.
"Black Friday is "a real provocation in 2020 with the lockdown, since physical retailers cannot react" denounces Jacques Erhmann, the president of the National Council of Shopping Centers.
Can Green Friday dethrone Black Friday this year ? Nothing is less certain. Indeed, according to a Yougov survey for L'internaute, 47% of respondents still have a good image of Black Friday and 44% do not hide their intention to make online purchases this year.
Unsurprisingly, Amazon comes out on top among the most popular e-commerce platforms (68%), followed by Sephora (34%), La Fnac (31%), Zalando (29%) and Cdisount (27%).
Despite this, 60% still consider Black Friday to be a source of waste. But only 23% will support Green Friday by not participating in Black Friday.
It may not be all black or all green
It may not be all black or all green
At Actito, we have clients who will do Black Friday this year when others will do Green Friday and we will support them in the same way in their Marketing Activation strategies. We believe that it is possible to find a happy medium between overconsumption and green washing and prefer to see solidarity initiatives emerge from this duel from large groups towards small retailers such as the provision of a solidarity drive by Intermarché, 6 months of free subscription to the Fnac marketplace or Click&Collect points at no cost at Auchan. And what if, in the end, the winning initiative this year was solidarity and mutual aid from everyone for the survival of many small and large French businesses.
#let’s stick together #it’scovidfriendly
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