Purposeful partnerships providing a positive remedy to the Black Friday madness
By Melissa Sewgobind, Senior Account Executive at Fuse
For many brands, Black Friday gifts an opportunistic sales boost ahead of the mulled wine induced festive spending frenzy. Prices are slashed and dwindling stock is shifted, with customers ready to bag-a-bargain, or two. But these days of extreme consumerism are drawing increased criticism in a world where sustainability and ethical business is infiltrating the public consciousness. So, what’s the answer? People still love a bargain, right? Well…
More and more we’re seeing the rise of purposeful partnerships surrounding Black Friday, with brands starting to understand that short term sales aren’t the be all and end all, and that by opting out of traditional promotions they display a better understanding of their consumers’ values and ethically evolving mindset when it comes to where, how and what they buy.
Here we look at those putting purpose into practice through brand and charity partnerships:
Giving Tuesday is the antithesis of Black Friday – globally recognised as a day of giving powered by the strength of social media and partner collaborations. Brands are encouraged to work with non-profits and charities, promoted by a global Twitter takeover throughout Giving Tuesday. Brands focus on raising awareness of fundraising by creating content about their partnerships, all brought together using the hashtag #ReasonsToGive.
In the UK, official ‘Giving Tuesday’ partners that participated in the social media takeover include BT, Radley, Dogs Trust, Thomson Reuters, RBS, PayPal and ASOS.
Source: Giving Tuesday 2018 | One day to make a world difference
MISSOMA x TREE SISTERS
Tree Sisters, a women’s environmental charity, has partnered up with fashion brand MISSOMA to help reduce their environmental impact during Black Friday. For every order placed on the MISSOMA website, Tree Sisters will plant one tree.
1 ORDER = 1 TREE
EVERLANE x SURFRIDER FOUNDATION
Fashion brand Everlane is making a statement by committing to not use any new plastic in their supply chain by 2021. For the Black Friday event they have teamed up with the Surfrider Foundation to prevent plastic getting into the oceans through large scale beach clean-ups. The Surfrider Foundation community is committed to protecting the ocean, waves and beaches. The mutual goal of both parties is to get plastic off beaches before it gets into the ocean.
Through the ‘Black Friday Fund’, Everlane donates $13 to the Surfrider Foundation for every order that is placed on their website by their customers. The donations help to support beach clean-ups across the country. The goal is to donate $260,000 which equals 20,000 pounds in plastic waste.
Source: Everlane.com: Surfrider Foundation, 2018 Stats
ONE ORDER = ONE LESS POUND OF PLASTIC IN THE OCEANS
LILLY PULITZER x GIRLS ON THE RUN
Lilly Pulitzer and Girls on the Run have partnered up in honour of Giving Tuesday. Girls on the Run is a non-profit organisation that inspires girls aged 8-13 years old to reach their full and limitless potential and to pursue their dreams. Introducing a co-created limited edition ‘Colie Top’, Lilly Pulitzer is donating 50% of the net price of each top sold to Girls on the Run.
Source: Lillypulitzer.com, 2018
PIEMINISTER x SHELTER
Finally, Pieminister decided to do something different for this year’s Black Friday and activated their Black Pie Day campaign. With two of their pies wrapped in charcoal pastry, Pieminister is donating all profits made on pie sales to charity organisation Shelter.
Source: Instagram.com/pieminister, 2018