It stopped me in my tracks.

Black Friday has become more than just a shopping day. It’s a global phenomenon that sheds light on something deeper about our relationship with consumption, with the world around us, and with ourselves. In 2023, global Black Friday sales in 2022 where over $65.3 billion – a number that represents far more than just economic activity. It’s a testament to our collective habit of buying, acquiring, and discarding.

A recent study from the Ellen MacArthur Foundation underscores this issue quite sharply. Around 75% of the products we buy end up in landfills within just one year. That’s shocking. Three-quarters of everything we rush to purchase during sales like Black Friday will be nothing more than waste in just 12 months.

But this isn’t a story of doom and gloom. This is an opportunity – a call to reimagine how we should interact with the world of trade and consumption.

The momentum is already building. What started as a single day of mindless shopping has sparked a worldwide conversation about responsible and more conscious choices. People are creating alternative approaches that challenge the traditional Black Friday narrative. 

There’s Blue Friday, which redirects spending towards ocean conservation, while Buy Nothing Day challenges us to pause and reflect on our purchasing behaviours. Green Friday focuses on sustainable and eco-friendly options while Circular Monday advocates for a circular economy where products are reused, repaired, and thoughtfully managed.

These ideas go beyond marketing stunts; they represent gestures of concern, for our planet and its well being – for both our communities and the future ahead of us.

Imagine if we could transform Black Friday from a day of excess into a moment of collective reflection. What if instead of rushing to buy things we don’t need, we invested in organisations working to heal our planet? 

Instead of falling for the pull of unnecessary purchases, maybe we should be encouraging mindful spending and investment in the planet’s (and our) well-being. 

This is an opportunity to:

• Support Circular Economies by choosing companies that prioritise recycled materials, zero-waste production, or durable goods designed for reuse.
• Fund Planet-Centric Initiatives by directing our spending to causes like marine conservation or renewable energy projects. 
• Gift Sustainably by replacing consumer goods with experiences or donations to environmental charities as gifts. Not only are these impactful, but they also inspire meaningful conversations about giving and sustainability.

This isn’t about making ourselves feel guilty. It’s about having a sense of power over our choices. The things we buy reflect the kind of world we want to live in. When we choose to support companies that care about people and planet, we’re doing more than saving money. We’re supporting innovation, protecting natures balance, and creating a different kind of economic model.

There are many incredible organisations leading this change. Local businesses, small artisans, regenerative farmers – these are the real heroes of a sustainable economy. They create products with thought, care, and a deep understanding of their environmental and social impact. Supporting them isn’t just shopping. It’s participating in a global movement of responsible consumption.

So during this Black Friday season, I have a choice. I can continue the cycle of buying and discarding, or I can pause. I need to ask myself: Do I really need this? What impact will this purchase have? Is there a way I can support something larger than myself?

It’s not about perfection. Progress is what counts. Every mindful choice makes a difference. Every Euro put to good use can move us a little closer, to our goals.

Ultimately the best way to reduce our impact is to buy better or buy less. Our planet doesn’t need more stuff. It needs our attention, our care, our commitment.

This should be the way forward.