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- The Problem with Black Friday
The Problem with Black Friday
Welcome to this week’s edition of Authenticity Report.
This week, as Black Friday loses its luster, brands are reimagining the holiday season with a focus on authenticity, sustainability, and community engagement.
Our Roundup highlights the power of authenticity in marketing to Gen Z, building trust through genuine influencer partnerships, and fostering resilience through authentic gratitude.
This Week’s Report
—> The Problem With Black Friday
—> Tell Us
—> Time To Choose
—> Authenticity Roundup
—> Top Voices
What Do You Think? We are reshaping and expanding our Authenticity platform, we'd love to have you on board and contribute! Email us directly at [email protected]
Read Time: 3.5 mins
| Key Takeaways
The Problem with Black Friday
Rethinking Consumerism Through Authenticity
Once a simple post-Thanksgiving shopping day, Black Friday has morphed into a consumerist spectacle. A relentless barrage of sales emails, marketing gimmicks, and artificial urgency has eroded the holiday spirit. For many brands, this frenzy feels disconnected from their core values, reducing authenticity to a mere marketing tactic. As consumers become increasingly discerning, they demand more than just discounts; they seek genuine connections and ethical practices.
Breaking the Mold: Brands Prioritizing Purpose Over Profit
A growing number of brands are challenging the traditional Black Friday model, prioritizing authenticity and purpose over short-term gains.
REI's #OptOutside Campaign: Since 2015, REI has closed its doors on Black Friday, encouraging customers to spend the day outdoors. This bold move aligns with the brand's mission of promoting outdoor recreation and has fostered a loyal customer base.
Patagonia's Anti-Consumerist Stance: Known for its environmental activism, Patagonia often uses Black Friday to highlight sustainable practices. Their iconic "Don't Buy This Jacket" campaign urged consumers to rethink unnecessary purchases. More recently, the brand has focused on promoting repair services and used gear, reinforcing its commitment to reducing waste.
These brands demonstrate that rejecting traditional sales tactics can lead to deeper customer relationships and long-term brand loyalty.
How Brands Can Foster Authenticity
Reconnect with Core Values: Before launching any holiday campaign, revisit your brand's mission and values. Does your Black Friday strategy align with your long-term goals?
Prioritize Meaning Over Materialism: Instead of solely relying on discounts, consider offering experiences, education, or community engagement. Host workshops, webinars, or charitable initiatives to connect with your customers on a deeper level.
Promote Sustainable Practices: Encourage conscious consumption by highlighting sustainable products, resale programs, and repair services. This not only benefits the environment but also resonates with eco-conscious consumers.
Reduce Marketing Noise: Instead of bombarding customers with endless emails, create thoughtful, limited-time offers that genuinely add value. Quality over quantity is key.
Support Community Initiatives: Allocate a portion of holiday profits to charitable causes that align with your brand's values. Transparency in these efforts can build trust and goodwill.
Listen to Your Audience: Engage with your customers on social media and other platforms to understand their preferences and priorities. Use these insights to create personalized and meaningful campaigns.
A New Era of Authentic Holidays
By breaking free from the traditional Black Friday model, brands can create more meaningful and sustainable holiday experiences. As REI and Patagonia have shown, authenticity is not just a trend; it's a powerful business strategy. Let's embrace a future where holidays are about connection, purpose, and positive impact.
What are your thoughts on the future of Black Friday? Share your ideas in the poll below.
| Tell Us
How do you feel about Black Friday? |
| Time To Choose
What Brands Are Authentic? It is time once again to choose which brands you feel are authentic. Please tell us via our survey (it takes less than 5 minutes to fill out).
The results of your decisions will be part of our annual Authenticity 500 Index rankings, which you will receive for free.
| Authenticity Roundup
This week's curated reads from web
marketing
• Authenticity and Transparency: Marketing to Gen Z
Gen Z demands authenticity, transparency, and purpose-driven marketing, challenging brands to align with their values and create genuine, engaging content.
Read More → dmnews
business
• Why Authenticity Is Key And How Collabs Community Guidelines Can Help
Authenticity drives long-term success, and Shopify Collabs’ Community Guidelines empower brands to build trust through genuine influencer partnerships.
Read More → shopify
personal
• Grounded in Gratitude
Authentic gratitude embraces hardship, fostering resilience, reflection, and compassion by finding meaning in small, grounding moments of relief and connection.
Read More → independant
| Key Takeaways
Why Are Some Brands Authentic?
Key Takeaways to apply to your personal and professional brand
We analyze the top 5 authentic brands - Patagonia, Ben & Jerry’s, Vans, Nike, and In-N-Out Burger- to uncover the secrets behind their success, and ways you can apply those to your brand.
| Check Out Past Reports
| Top Voices
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