Green Friday: positive media attention through sustainable choices
The French Environmental Organization Envie launched the Green Friday concept in 2017 as a response to Black Friday's urge to consume. What started as a small gesture has grown into a powerful symbol of responsible consumption, with brands and organizations doing their part to reduce the negative impact of Black Friday on the environment.
The message is clear: instead of encouraging consumers to make impulse purchases, Green Friday focuses on awareness of the effects of mass consumption. Massive purchasing of products that are often not necessary leads to enormous greenhouse gas emissions and a growing mountain of waste. By being creative and focused with their communication, brands are increasingly succeeding in generating positive media attention via Green Friday.
planting trees and walking
This is how you choose ANWB This year, we decided to ignore Black Friday and head out into nature with colleagues and members on Friday, November 24. Together, they run the Sallandse Sponsorloop to raise money for Trees for All, with the aim of planting trees in the Green Forest in Brabant and the mangroves in Mexico. In addition, ANWB offers during this Green Friday week no extra discounts but are they inviting consumers to to return used clothing, shoes and suitcases so that these products get a new life.
from idea to newsvalue
Green Friday offers organizations an excellent opportunity to appear in the media in a positive way through creative PR campaigns. We see that brands can make a big impact with simple ideas with storytelling and smart positioning. How do you transform a non-commercial concept, such as “not selling” products, into something newsworthy?
- Respond to social trends — The success of Green Friday campaigns is often related to the larger social issues. Consumers appreciate it when brands respond to issues that affect them personally, but it is essential that organizations really stand behind their initiative, as consumers are becoming increasingly critical of greenwashing.
- Create a hook for journalists — To make Green Friday media-worthy, a strong perspective is crucial. Work with concrete figures or facts, for example about the environmental impact of Black Friday or the positive impact of a conscious shopping day. A good story draws the attention of journalists faster than generic marketing messages.
- Actively engage the target group — People want to feel part of a movement. That's why you should create interactive campaigns that invite consumers to contribute to a more sustainable world themselves. For example, ANWB gives consumers the opportunity to recycle their old items.
- Use social media to increase impact — The Green Friday story can be greatly enhanced via social channels.
Green Friday as a statement, not a sales hype
Green Friday is more than a marketing moment. It's an opportunity for brands to show that they sustainability over overconsumption prefer. For organizations that want to contribute to a more aware society, Green Friday offers a powerful platform. However, when the focus is on sales, Black Friday is a better fit. Green Friday requires authentic engagement and the intention to make a difference. This creates a meaningful message and contributes to a strong brand reputation.
