The annual overconsumption surrounding Black Friday has a major effect on the environment. De Brabantse Milieufederatie points to the large amounts of CO2 emissions, waste and resource use associated with producing, packaging and transporting goods. In the Netherlands alone, €300 million more was spent on Black Friday in 2022 than on an ordinary Friday. Many of these purchases unfortunately end up in the trash after only a short period of use, contributing to the growing environmental problem.
In addition, research by the Consumentenbond shows that the alleged discounts during Black Friday are often misleading. Many offers are fake, with crossed-out prices that have actually been lower for weeks or even months. This practice highlights that the benefits to consumers are often less than what is being portrayed.
A sustainable alternative
The concept of Green Friday, introduced by the French environmental organization Envie in 2017, offers a sustainable alternative to the excesses of Black Friday. The movement encourages consumers to buy more consciously and pay attention to the environmental impact of their choices. The goal is not only to buy less, but also to raise awareness about recycling and sustainable consumption.
More and more companies are supporting this sustainable vision. For example, Dille & Kamille closes their doors on Green Friday to make a statement against overconsumption and Bever offers free maintenance for shoes. Initiatives like these emphasize the need for a new, environmentally friendly approach to consumer behavior.
VIA VAI is also distancing itself from Black Friday. Instead of offering discounts, customers receive a free set of shoelaces with the purchase of a pair of shoes. Customers can also visit their Brandstore in Amsterdam, where you can get free assistance refurbishing your favorite VIA VAI sneakers at the special Re-Lace Station.
VIA VAI emphasizes that their mission is to contribute to a more sustainable world.
“During Black Friday, quality products get sold at high discounts too early in the season. As such, it particularly represents fast consumption, unsustainable practices and a lack of appreciation for the passion and love we put into our products. This is at odds with our vision for the future and brand values.” states the brand. “Rather, our focus is on making our collections and operations even more sustainable, we focus on a perfect customer experience and we always keep going the extra mile.”
The path to more sustainable consumption
Green Friday is growing into a powerful alternative that encourages consumers to make more conscious choices and encourages businesses to put sustainability above profit maximization. By buying less new stuff, using products longer and choosing quality, we can collectively contribute to a healthier balance between consumption and caring for the planet.
It is time to rethink Black Friday and embrace Green Friday as a step towards a more responsible future.
Sources: VIA VAI, Brabantse Milieu Federatie, De Consumentenbond, Duurzaam Nieuws
