Holiday Campaigns for Ethical Brands

As we roll into the final stretch of the year, it's safe to say that this quarter is the one that truly lights up the sales charts, no matter what goodies a brand has in store. It's the season where shoppers eagerly whip out their credit cards to snag Black Friday bargains, dive into Cyber Monday sales, and savor all the so-called deals that pop up like holiday magic. However, there's a downside to this shopping extravaganza - it contributes to a substantial increase in consumerism, which poses a considerable threat to our beloved planet.

Preserving our environment for future generations will require a fundamental shift in how we produce and consume goods. Thankfully, there are forward-thinking brands out there that not only understand this concern but also have a genuine desire to take action.

Rather than attempting to rank our favorite Ethical Holiday Campaigns, we've decided to showcase three different types that put the spotlight on mindful shopping and giving back. Ready to dive into the holiday spirit with us?

#1 - Shop Slow

For the last few years, skincare brand Deciem has celebrated Black Friday by offering a discount for the entire month of November. Their Slowvember campaign is designed to encourage shoppers to take the time to think about what they actually need instead of purchasing products destined for a landfill. In addition to the sale, the brand also closes all retail stores and its website on Black Friday. In the past, they have blacked out their homepage with a single message: "We no longer feel comfortable being involved in a single day so heavily focused around hyper-consumerism.”

In 2022 they supported their annual campaign with an informational myth-busting series designed to educate their customers and encourage conscious consumption. They launched this initiative with a post on Instagram that declared:

Slowvember is here.

All our products will be 23% off for the whole month of November.

While Black Friday sales rely on flash discounts and FOMO, we’ve always believed in education and transparency. As always, we will be transaction-free on Black Friday, because we believe purchases should be considered, and based on what is right for you.

Throughout the month we’ll be slowing down and showing you who we are. We’ll be sharing content around the theme of Clear Beauty to educate, inform and surprise you.

We look forward to slowing down and connecting with you. No rush, no pressure, and no impulse purchasing necessary. ;-)

Discover #clearbeauty, this #Slowvember. 🧪

Deciem's innovative and value-driven approach to Black Friday encouraged shoppers to think deeply about their purchases and make choices aligned with their actual needs. This slow and thoughtful shopping approach turned out to be a triple win – benefiting not only customers but also our precious planet and the brand itself! For the brand, this approach meant increased sales throughout the entire month instead of a frantic rush of orders on a single day. It goes to show that doing the right thing can also be a rewarding and profitable choice!

#2 Black Friday Rebellion

My introduction to Angela Roi dates back to 2014 when I stumbled upon their pop-up event atop the PETA building in Echo Park. It was there that I first laid eyes on their gorgeous vegan leather bags. The purse I ended up buying looked and felt beautiful, but what truly won me over was the brand's unwavering commitment to ethics. Angela Roi calls itself the" “no-sacrifice fashion brand” and its mission is to “redefine the way we think about fashion” by offering ethical accessories that benefit all beings. These bags aren't just cruelty-free; they're crafted by artisans who earn fair wages and work in clean, comfortable environments. I now have five Angela Roi originals in my closet.

Their Black Friday Rebellion was so on-brand. In keeping with their mission they shifted the focus away from ‘shop till you drop’ to gratitude and giving back. The brand encouraged their followers to donate to Animal Haven, a NYC-based nonprofit animal rescue that finds homes for abandoned cats and dogs. With a screenshot proving the completed donation in any amount over $1, fans were rewarded with a 20% off gift code and a heartfelt thank you for being a “Creature of Conscience.” 

Similar to Deciem's "Shop Slow" initiative, Angela Roi’s “Black Friday Rebellion” had a strong ethical focus. This campaign gained such traction in years past that they extended it to run from November 21 - December 5th. Customers felt good knowing that their purchases were making a positive impact on those in need before indulging themselves, solidifying the brand's reputation as one that prioritizes more than just profits in the eyes of its customers.

#3 OptOutside

Since 2015, REI has closed its doors on Black Friday, choosing to give its 16,000 employees paid time off to be outside instead of capitalizing on one of the busiest in-store shopping days of the year. It has been so popular that in 2022 the brand committed to running its #OptOutside campaign annually. Shoppers can still place orders on its website, but order processing and fulfillment will not begin until the following day because warehouse employees also have the day off.

In a company press release the brand stated:

Over the years, Opt Outside has evolved from a response against consumerism to a movement that has advocated for causes important to the co-op, including environmental welfare, inclusivity in the outdoor industry and responsible recreation.

REI CEO Aric Artz also shared the importance of the Opt Outside tradition in his open letter last year, stating:

Amidst these challenging times, we have witnessed people from all corners of the globe, some for the very first time, turning to the outdoors to seek solace, rejuvenation, and human connection. In a year marked by unparalleled difficulties, remaining committed to our purpose, upholding our values, and nurturing our people and communities have never been more crucial.

REI’s commitment to their values, employees, customers and the planet is something that is clearly woven throughout the whole brand top to bottom and inside out. Nothing performative here!

Each of the three campaign types outlined above called for some creative thinking and a belief that consumers are ready for a change. And the evidence suggests they are! In fact, a 2019 study showed that 78% of consumers now believe it is no longer acceptable for a company to just make money. They expect companies to make a positive impact on society as well. Given the events of the recent years, we can safely assume that this trend is here to stay. We are now more convinced than ever that the future lies in "Social Conscious Social".

Taryn