Opting Out Of Black Friday
Canned Wine Group | B Corp™
Specialists in future format wines. Canned Wine Group is the team behind Canned Wine Co. and The Copper Crew.
Black Friday is one of the most anticipated times of the year for consumers and marketers alike. It’s the day when countless brands slash prices, prompting the shopping sprees we’ve all come to expect. For many businesses, it’s a cornerstone of their marketing strategy.
But at Canned Wine Co., we’ve taken a different approach. Since the beginning of our journey, we’ve chosen not to participate. Our decision isn’t about standing out—it’s about staying true to sustainability values and promoting more conscious shopping.
Here’s why skipping Black Friday allows us to ensure that we continue to be as sustainable as we possibly can:
How Black Friday affects Marketing
As a marketer, Black Friday presents a conflict for me. On one hand, it’s the perfect opportunity to craft a campaign that delivers quick, measurable sales—a dream scenario for anyone in marketing. But on the other hand, it’s also a time to pause and reflect on the bigger picture around sustainability. When I take that step back, I can’t help but feel that Black Friday often contradicts the core values of our brand. For me, it’s a constant push-and-pull between seizing the moment and staying true to what we stand for.
For sustainability to truly be at the heart of Canned Wine Co., it must be integrated into every aspect of our business. From a marketing perspective, Black Friday might seem like a natural aspect to our strategy. However, it ultimately falls short of aligning with our vision to operate as sustainably as possible.
A cornerstone of our marketing strategy is educating wine lovers about sustainability. From showcasing our Positive Luxury certification to highlighting the sustainable practices of our winemakers, sustainability is not just an initiative—it’s a fundamental part of our story and an essential focus of everything we share. Creating sustainable sips has allowed us to go on this journey of education with more detailed and open conversations with all different people across teams.
Ultimately, skipping Black Friday allows us to honour our vision of sustainability—not as a buzzword, but as a deeply ingrained philosophy that drives everything we do.
The scary side of Black Friday to the planet
The environmental impact of Black Friday is monumental, research for Keep Britain Tidy stated that in the UK alone in 2020, CO2 emissions related to Black Friday’s home deliveries were an estimated 429,000 metrics tons.
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Continue reading on our website: https://cannedwine.group/sustainable-sips/chapter-14-opting-out-of-black-friday/