between ethics and commercial risk, these are the brands they boycott

For the first time, the eBay France online platform will not offer discounts on new products.

Accused of pushing excessive consumption, Black Friday is again shunned this year by several brands and platforms, depriving themselves of one of the most profitable days of the year. This Friday, for the first time, eBay France will not offer any discounts on new products for Black Friday, despite forecasts that still promise great success for this global trade event.

More than half of French people plan to buy during Black Friday, 30% refuse to do so and 15% are still undecided, the Harris Interactive institute revealed earlier this week, as part of a study co-financed by MAIF and the Green Friday collective. The eBay France site has well measured the economic sacrifice of its initiative but “in the long term, focusing on growthSecond-hand products, Sarah Tayeb, its deputy general manager, explains to AFP. Asked this Friday morning Classic radiothe director general, Céline Saada-Benaben, underlines the goal of aa more reasoned and responsible consumption“. “Christmas will be dedicated to used and refurbished items, both for gifts and decorations“, he adds.

Similar initiatives are emerging in the fashion sector, such as that of second-hand sales platform Vestiaire Collective, which banned 27 brands fromsuper fast fashion(SheIn, Topshop, etc.)at dawn on Black Friday“, missing out on 5% of its catalogue. Other online sales sites, such as Back Market and Leboncoin, have launched marketing campaigns explaining that “Black Friday is all year roundon their used goods site.

A commitment welcomed by the associations, and in particular by Extinction Rébellion (XR), whichrejoices” of this “step taken in the company’s vision of Black Fridaysaid Isabelle, aka MegaPinthea, of XR. “Communicating this boycott is also a selling point for brands, so it’s far from promoting sobriety, but it does help raise awareness.“, However, qualified the activist.

“Dangerous Game”

Since 2018, the 500 structures that make up the Green Friday collective have taken part in a vast boycott operation of the event, banning discounts from their shops and donating 10% of their turnover to associations since that day. A choice he will makemaybe sometimes against the economy“but who does”proud», estimates Thibaut Ringo, CEO of Altermundi and co-founder of Green Friday. The head of the network of responsible trade shops underlines that not having partners to pay is a model that allows”invest in new projects“.

And on the consumer side, can we afford not to buy cheaper? “Buy less but buy better“, the companies interviewed by AFP answer in their hearts. An injunction to which some consumers are already responding positively, such as Mickaël Adioko, 27, a data analyst, who told AFP “buy when needed“. In front of a Fnac in western Paris at the time of the “Black Friday week“, Alexis Garin, who works in marketing, refuses the event for reasons”ethical“.

However, affected by a difficult economic situation, brands seem more reluctant to play”dangerous gameof this year’s boycott, analyzes Édouard Nattée, founder and president of Fox Intelligence of NielsenIQ, consumer panel on e-commerce. To gather data about him, this panel relies on anonymous electronic receipts from millions of consumers around the world. “In 2020 and 2021 we were in an absolutely crazy e-commerce context, with abnormal figures (…) and stock limits“, while in 2022 it is the opposite, explains Édouard Nattée. And to conclude:This year is more difficult for everyone, (…) more difficult to make (such) decisions“.

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