Sasha Hill talks about the biggest sale of the season —Black Friday, and guides readers on how to avoid overconsumption.
Image from: Gridprop on WikiCommons.
When we hear words like “Sale”, “Discount”, “Clearance” or “Black Friday”, it's easy to get excited. These buzzwords promise savings, often enticing us to buy far more than we actually need. Black Friday, one of the biggest shopping events of the year, takes place on the last Friday of November, with retailers slashing prices to fuel a frenzy of consumption.
From a shopper's perspective, it seems like a win—who doesn’t love a good deal? While it's perfectly okay to treat yourself, it is crucial to think about the hidden costs of Black Friday. Beyond the bargains and excitement, what impact does this day have on our planet, our habits, and our future?
When items become more affordable, we often see them as a “steal” or a “good deal”, leading us to buy far more than we need. However, this increase in consumption drives the production of more goods, which in turn requires harvesting even greater quantities of raw materials like cotton, silk or plastic. For instance, to grow 1kg of cotton, it requires 10,000 litres of water! Meanwhile, the amount of freshwater available on Earth is 2.5%, with most of it being stored away in ice or deep underground.
This rising demand not only strains vital resources like water but also increases greenhouse gas emissions released through the manufacturing production and transportation of goods. During the Covid-19 pandemic, online shopping spiked, amplifying this issue. According to an article published by Forbes, in 2020 alone, home deliveries generated 429,000 metric tons of greenhouse gas emissions, equivalent to 435 return flights from London to New York.
With these impacts in mind, it’s important to rethink our approach to Black Friday and consumption in general. Here are a few ways to adopt a more mindful attitude and make a positive difference.
Image from: Ukpanah, Inemesit. 24 Sept. 2024, Why Black Friday Is Bad: Examining Its Environmental Impact.
Needs vs Wants
Seeing the big red words, “Black Friday Sale”, on a shop window is hard to resist. It draws people in, leading them straight to the discounted section in search of bargains. While shoppers may initially feel thrilled with their purchases, a common realization often sets in days later: they didn’t need half the items they bought. Many of these impulse buys end up being returned.
Alex Timlin, Senior VP of Verticals at Emarsys, humorously pointed out another significant shopping date: 3rd December — “Returns Thursday.” In his article, he highlights that this day sees 143% more returns than usual, as shoppers reconsider the impulse purchases they made during Black Friday sales.
To avoid contributing to this cycle, it’s important to pause and differentiate between what you truly need and what you simply want. One practical step towards sustainability is to research a company’s commitment to ethical and eco-friendly production and its sustainability approach. By focusing on essential purchases and supporting brands with strong sustainability practices, you can help decrease overconsumption, reduce waste, and make more mindful choices. This approach not only helps prevent impulse buying but encourages a more sustainable lifestyle and aligns your shopping habits with your values.
It is perfectly alright to treat yourself, but consider how you're doing this! To adopt a more sustainable lifestyle, a simple step is to check a company’s approach to sustainability when creating its products. This includes examining how they source materials, reduce waste, minimise carbon emissions, and ensure ethical labour practices. By supporting brands that prioritise sustainability, you can make choices that have a positive impact on the environment and encourage more responsible production practices.
Greenwashing or Genuine? Uncovering the Truth About Corporate Sustainability
Image from Designing for Sustainability: A Guide to Building Greener Digital Products and Services, O’Reilly Media.
Researching a company’s sustainability efforts is essential. However, some companies can falsify their efforts, advertising their products as eco-friendly without making genuine efforts to reduce their environmental impact. This is known as greenwashing.
Zara is a Spanish fashion chain offering on-trend house-brand clothing, shoes & accessories. They have been accused of greenwashing by promoting sustainability while failing to address its fast fashion business model and high carbon footprint in its supply chains. Its “Join Life” program proposes its minimal impact, but the brand continues to push mass consumerism, which is inherently unsustainable. Zara lacks transparency, providing limited details about its factories, audits, and resource use. This makes it difficult to measure the effectiveness of its sustainability goals, especially for us as consumers. A report by the Changing Markets Foundation revealed that 60% of environmental claims by Zara and similar brands were unsubstantiated or misleading, drawing criticism from regulators like the Competition and Markets Authority. These practices suggest Zara’s eco-friendly image is more about marketing than meaningful change.
In contrast, brands like Lush and Timberland are actively transparent. This means that the company is openly and regularly sharing detailed, accurate information about its environmental practices, impact, and sustainability efforts. It shows how products are made through every step of the fashion value chain, from the sourcing of raw materials to your local retail store.
Lush has recently partnered up with “The Waste Lab” which is a composting solution to manage all food and compostable scraps generated by Lush’s manufacturing hub in Jebel Ali in Dubai. The Brand uses fresh fruit, vegetables and herbs as the basis for many of its products and will donate their waste to this scheme. This allows Lush to collaborate with a company that shares their vision for a circular economy, shifting from a ‘take, make, waste’ model to one where materials are reduced, repurposed, or recycled at the end of a product's life.
Another example is Timberland, a US-based shoe brand, which works with the Savory Institute, a non-profit focused on holistic land management. The Savory Institute is building a regenerative leather supply chain in the US, working with cattle ranches to research the tangible benefits of regenerative agricultural practices and help to scale them up. The brand also promotes a circular economy by collecting old footwear, clothing and accessories from their consumers. This is done with ReCircled which creates a new purpose for donated products.
Choosing to shop with genuinely sustainable brands like Lush and Timberland is a smarter, more eco-conscious choice—especially during Black Friday when many companies use greenwashing to attract buyers. By taking the time to research a company’s sustainability practices, you can support brands that are truly committed to environmental responsibility. This helps promote authentic eco-friendly products and prevents you from falling for misleading claims.
Photo Credits: Caldwell, Georgina. 14 June 2024. Lush UAE Partners with The Waste Lab
Challenge Yourself!
Taking part in an environmental shopping challenge is a simple and enjoyable way to approach Black Friday shopping more thoughtfully. Here’s how to get started:
Make a Shopping List: Write down everything you plan to buy.
Sort into Needs vs. Wants: Separate the essentials (things you truly need) from the “nice-to-haves.”
Think Before You Buy: Ask yourself, 'Am I replacing something broken or worn out?' (Need) Or 'Am I buying something just because it’s new or looks better than what I already have?' (Want)
By following these steps, you can avoid unnecessary purchases, save money, and shop in a way that’s kinder to the planet.
Next Steps:
● Set a Budget: Stick to it to prevent overspending and overconsumption.
● Give Back: For every new item you purchase, consider donating, repurposing, or repairing something you already own. This not only minimizes waste but also fosters a deeper appreciation for what you have, extending the life and value of your belongings.
Black Friday is a great time to treat yourself, and shopping can be a fun and rewarding experience. However, it’s important to approach it mindfully, focusing on what you truly need and avoiding impulsive overconsumption.
This year, let’s enjoy the sales responsibly, caring not just for our wallets but for the planet we all share. Treat yourself with purpose, and make this Black Friday a win for you and the environment.
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