What is green friday? How do I use it?

November is often marked for e-tailers by Black Friday. This year, it takes place on November 26th, but it is more and more decried and for good reason: the overwhelming promotions put in place by brands, whether online or in physical outlets, sometimes lead to excessive consumption, contradictory to the current environmental issues.

Rather than making consumers feel guilty about their purchasing power, why not join the Green Friday movement ?

Green Friday in two words

Green Friday would be more in line than its evil twin with the current awareness of our consumption patterns. A reasonable alternative that puts forward second-hand products for example, and second-hand products, as opposed to the traditional commercial operation. Green Friday is about to revolutionize its predecessor by inventing a more responsible consumption. More than an incentive to buy and therefore to consume, Green Friday is above all there to question, to make us think as consumers and to become aware of the impact of our purchases.

Attention, the goal is not to fall in the guilt of your consumers but rather there in the information to make them aware of their future role as "consumers".

How to make a Green Friday?

You don't have to do a Green Friday if your brand is not yet concretely engaged in this way. Sulking on the traditional Black Friday, and choosing not to do special promotions during this date, is sometimes an act chosen voluntarily by the brands.

However, if these issues are central to your brand's strategy, what better time to talk about them than on Green Friday?

• Show your commitments: corporate philosophy, CSR commitment, aid and/or subsidy program for associations acting in sustainable development... If your company or your brand is involved in a project related to these issues, now is the time to talk about it. Social networks, website, newsletter, in-store displays... there is no shortage of contact points to inform your consumers.

• Highlight "Green" products: whether they are made of recycled materials, environmentally friendly materials or second-hand products, they will have no better time to shine in your shelves, head of the shelf or on the first page of your website.

• Offer other "Green" advantages: like discounts or free delivery (bonus if it is decarbonated), a responsible or recycled gift for the validation of a basket of a certain amount.
• Use the PIM to make it easier to implement your actions.

Conclusion

Even if Green Friday is still a bit timid at the moment, consumers are becoming more and more aware of their impact due to consumption choices that may be in dissonance with current ecological ambitions.

Brands too, listening to their customers, how to engage and this no matter in which industries they operate: fashion, eyewear, retail ..., with brands such as Nature & Découverte, Aigle or Jimmy Fairly, which boycott the much decried Black Friday not to encourage unreasonable overconsumption.