The impact of Black Friday on consumer behaviour is undeniable, but its influence need not dictate what cultural institutions do. As the frenzy around the event seems to grow every year, there is a case for the cultural sector to push back against this commercial current by taking a more responsible approach.
This article sets out viable, responsible alternatives that turn the public's attention away from aggressive discounting and back towards rewarding cultural experiences.
How can the cultural sector assert itself during Black Friday as a voice for conscious consumption and sustainable culture? Here are three ideas for communicating differently at this time of year.
Black Friday, originally confined to the day after Thanksgiving in the United States, has become a global phenomenon synonymous with deep discounts. Once a day that let retailers clear stock and move « into the black », in other words become profitable, it now stands as a marker of overconsumption.
The buying frenzy encouraged by Black Friday is increasingly contested. As a symbol of hyperconsumption, the event prompts reflection on its environmental and social impact. Some brands and consumers now choose to boycott it, preferring alternatives more in line with sustainability and conscious consumption.
Green Friday is the first available alternative, and its reach grows every year. Backed by a collective of committed companies including Emmaüs, it sets out to question Black Friday and overconsumption, and to promote more considered ways of consuming.
For the cultural and sports world, this is a chance to raise public awareness of environmental issues. By running events devoted to the environment, or by committing to donate part of the proceeds to green initiatives, institutions can encourage responsible consumption while enriching their programme.
In keeping with their work towards audiences in difficulty, institutions can also devote the day to supporting social or cultural causes. By allocating part of that day's box office revenue, or by inviting their audiences to fund suspended tickets, they encourage choices that carry far more meaning than a 70% discount.
Cultural institutions can also communicate differently at this time of year, with messages where the immediacy of buying gives way to the richness of experience. Building on the run-up to the end-of-year holidays, they can invite people to plan cultural experiences with those close to them, in a season made for sharing with family and friends.
To amplify the impact of these alternative cultural initiatives, a deliberate communication plan is essential. Editorial newsletters, carefully written and imbued with a sense of commitment, can show subscribers the value of these alternatives. In parallel, social media can carry interactive campaigns that invite sharing. Encouraging your audience to spread these initiatives creates a beneficial network effect, extending the reach of your message and strengthening your institution's presence in the important conversations about responsible consumption and sustainable culture.