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From Black Friday to Green Friday – the brands making a change

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Shopping sustainably is a big focus across the Gen Z demographic, so we’re taking a look at some of the brands who contributed to the cause over Black Friday weekend. 


Online furniture store, Swyft, took a different approach this Black Friday and Cyber Monday in favor of a ‘greener approach’ by launching their carbon offsetting scheme – with an aim to reduce their carbon footprint.  

For every customer who purchased from the brand over their Black Green Friday 2021 weekend, Swyft offset the average carbon footprint of the products each customer purchased. 
To help with their efforts, Swyft partnered with Ecologi – a company committed to combating the climate crisis by investing in carbon reduction projects like tree planting. Swyft also uses cardboard and biodegradable plastic in its packaging, and FSC certified materials in its product materials.

The Capsule Collab 

The Capsule Collab by GenTwenty (also known as the twenty-something guide to life) was created to support small businesses and female-owned brands. It also promotes sustainable shopping and gives back to important causes with every purchase. The brand specializes in handmade, personalized gifts that come in eco-friendly packaging. 

For an extended period over Black Friday (11/19 – 11/28) the company offered 15% off each purchase with the code SHOPSMALL. This limited-time sales period helped to encourage more people to shop sustainably for the holiday season. Plus, even with the deal, 10% of the profits made were still donated to a charitable organization. 


Then there’s Levi’s, who you’ll know from our Top 11 Gen Z Campaigns resource, have been instrumental in promoting sustainable shopping with their ‘Buy Better. Wear Longer’ campaign. 

On Cyber Monday, Levi’s offered 40% off their sustainable jeans as part of their ‘Denim Deals’ – helping consumers to shop for sustainable items at a more affordable price, which is super important to financially-savvy students. The deal also offered free shipping and returns for a limited time. 

Made Trade 

Founded in 2018, Made Trade is a female-owned and family-run curated online shop with a large selection of ethical and sustainable clothing, shoes, home decor, and furniture.​ 

For Cyber Monday, Made Trade presented their customers with a choice. They could give 10% of their purchase to the brand’s Black Friday Fund with code GIVE10, or they could get 10% off their order with code GET10. Donations went to plant orchards in food insecure urban communities. 

Black Friday might be over, but there’s plenty more to get excited about this December! Get to grips with all the nuances of the Gen Z demographic with our 12 Days of Insights

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