Black Friday has long been synonymous with sales, urgency, and overconsumption. But does it have to be?
While the day might deliver a quick dopamine hit, its impact lasts far longer than the deals.
Black Friday comes at a cost. In the UK alone, the weekend creates 429,000 metric tons of CO₂ from transporting consumer purchases – the equivalent of 435 London–New York return flights. 80% of what we buy ends up as waste, and more than half of us regret buying it in the first place.
So, you have to ask: Is a day of discounts really worth it?
As consumers grow weary of endless discounts and empty deals, the brands that stand out are the ones daring to do something different – using Black Friday to highlight purpose, not price.
The Rise of Conscious Black Friday Marketing
The traditional Black Friday model is losing its appeal. Shoppers are increasingly questioning overconsumption and the environmental toll of fast retail.
Purpose-driven campaigns now outperform shallow discounts, particularly among Gen Z and Millennial audiences who reward transparency and authenticity. In 2025, standing out on Black Friday doesn’t mean shouting louder. It means standing for something that matters.
Challenge the Cycle of Fast Trends
From fashion to tech to lifestyle, trends now move faster than ever, and consumers are starting to push back. Many are rejecting the constant churn of “newness” in favour of quality, longevity, and individuality.
Black Friday often fuels impulse and excess, but this year, brands have an opportunity to stand apart by inspiring conscious choices. Encourage shoppers to buy less, buy better, and choose products that last beyond the season.
Build a Story, Not a Sale
Skip the flash discounts and focus on storytelling. Highlight the craft, people, and materials behind your products. Gen Z and Millennials crave authenticity, so if you don’t discount, explain why.
Hero your values, not your markdowns. A transparent message about quality, longevity, and purpose is far more memorable than a 40% off sticker.
A Look Back at Brands That Broke the Black Friday Mould
Over the years, some of the most memorable Black Friday campaigns haven’t been about selling more, but about standing for something bigger.
Patagonia – “Don’t Buy This Jacket” (2011)
Perhaps the most iconic anti-Black Friday campaign, Patagonia used its platform to discourage consumption altogether. Its bold “Don’t Buy This Jacket” message encouraged customers to repair, reuse, and rethink their purchases, proving that sustainability can be the strongest statement of all.
Cards Against Humanity – “Anti-Black Friday” (2013)
The card game brand took irony to new heights by raising prices on Black Friday and even once selling “nothing” for $5. Its ongoing stunts challenge the absurdity of consumer culture while strengthening brand loyalty through humour and values-led rebellion.
Lush – “Limited Edition Orangutan Soap” (2017)
Lush used Black Friday to spotlight an environmental crisis, launching a limited-edition orangutan-shaped soap to raise funds for the Sumatran Orangutan Society. With only 14,600 soaps made, matching the number of orangutans left in the wild, the collection sold out within days and raised vital awareness for conservation.
IKEA – “Buyback Friday” (2020)
IKEA took a circular approach, buying back pre-owned furniture and reselling it second-hand. This initiative not only reduced waste but also deepened customer trust by showing the brand’s long-term commitment to sustainability.
Deciem/The Ordinary – Slowvember (2023)
Deciem reimagined Black Friday with Slowvember, offering 23% off across the entire month instead of one day. Physical stores closed for Black Friday, replaced with events featuring live music, refreshments, and art workshops, turning shopping into a conscious, engaging experience that encourages thoughtful purchases.
How Your Brand Can Take a Stand
You don’t have to reject Black Friday altogether, just redefine what it stands for.
- Launch limited editions for good: Create small-batch products with proceeds supporting social or environmental causes.
- Introduce a buy-back or repair scheme: Encourage second-life use instead of buying new.
- Tell your story: Spotlight the craft, people, and materials behind your products.
- Reward loyalty differently: Offer experiences, donations, or early access rather than deep discounts.
By taking a stand, brands can align commercial success with conscious values, earning attention for the right reasons.
The New Black Friday Mindset
As consumers become more intentional, brands have a choice: fuel overconsumption or forge a connection.
This year, don’t compete on noise. Compete on meaning.
Say no to the frenzy, and yes to a sustainable Black Friday that leaves a lasting impact for your audience, your brand, and the planet.
Explore More Insights
Looking to build a successful Black Friday strategy? From creative campaigns to paid media planning and practical tips, these guides cover the full spectrum of approaches to help your brand capture attention, engage shoppers, and maximise results:
- Black Friday & Cyber Monday Consumer Trends to Watch Out For
- Prepare Your Paid Search Strategy for Black Friday Buyers
- How to Prepare Your PPC Black Friday Strategy
- Prepare Your Channels for Black Friday with Meta
If you’re interested in discussing how our creative team can help you defy the norm this Black Friday, get in touch today.