Black Friday is typically associated with a shopping frenzy and massive discounts... but could it be more than that?

Could this day be a chance for brand activism? Could it give us the opportunity to show what ethical and impactful marketing campaigns can truly look like?

In this special episode, Claudia Guerreiro joined Daiva Dominyka to talk about recent trends and events, focusing on the ethical issues of Black Friday. They discuss how the culture of heavy discounts goes against the values of conscious marketing and how it harms the reputation of brands that care about sustainability.

Most importantly, they introduce the 'G.R.E.E.N. Framework,' a practical guide to help brands and marketers connect with customers in a more responsible and value-driven way, emphasising education and ethics over discounts.

Join us as we explore how brands can navigate Black Friday with integrity and purpose!

Inspiring Quotes:

• “Heavy discounts damage brand reputation. What are your existing customers going to think when they see your product or service suddenly 50% off after they bought it full price? Does that feel right?.” — Claudia Guerreiro

• “We are all consumers, which is a questionable term... it is businesses' responsibility when it comes to Black Friday. You can't really put all the guilt on the consumer and say, 'This is your fault’.” — Daiva Dominyka

• “When sustainability brands join Black Friday, even with good intentions, aren’t we contributing to the same mass consumption problem we are trying to solve?” — Claudia Guerreiro

• “Pricing and money are just a mirror to what our society is about at the moment—it’s overly focused on monetary values instead of shared, lasting ones.” — Daiva Dominyka

• “It's a call to action for small businesses to think: is there a way my sustainable brand can provide accessible prices all year round instead of waiting for this moment in time?” — Claudia Guerreiro

Episode Breakdown: