Outerwear and hiking gear brand Patagonia has already become a classic of the Black Friday boycott. For example, back in 2016, they strongly recommended "don't buy this jacket," and all proceeds from the campaign were donated to non-profit environmental organizations.
Canadian beauty brand Deciem encourages people to shop slowly and has been closing its website and offline stores for Black Friday for several years. The company's founders explain this by saying that such an event is not "friendly to the planet."
The brand even named the month of Black Friday KNOWvember (from the English know - "to know"), because the company focuses on creating educational content. However, the November discounts were still there - only they were valid for the entire month.
Welsh jeans brand Hiut Denim took a more radical approach. It launched an anti-Black Friday campaign called "Buy Less. Buy Better." The company had previously shut down its website that day, saying its prices were already fair. Hiut Denim noted that on Black Friday, "many people buy things they don't b2b email list need, with money they don't really have." The result was positive feedback from its target audience and increased brand loyalty.
Conscious consumption is currently trending and many companies are at the forefront of this movement. In Ukraine, it is not yet that popular, so you can be one of the first. And, of course, benefit both customers and the planet.