It's not unusual for businesses to care about more than their bottom line, especially when their reputation is involved and during 2016's Black Friday, we were more than suprised to find that large and small companies gave away chunks of their Black Friday profits to charities and local community projects. The brands below show us that there is a place (and a need) for businesses to help societal development and well-being through commercial holidays such as Black Friday.
Patagonia is an outdoor clothing and gear company creating essentials for sports such as climbing, fly fishing, surfing, snowboarding, skiing and trail running.
Patagonia has made it a company mission to donate to local charities ever since the business started in 1985. Every year, the company donates 1% of its sales, not profits, to environmental charities and projects that help to preserve the earth’s natural ecosystem. These projects benefit areas such as beaches, forests and lakes. So far, they’ve given to over 800 environmental groups, and in 2016 during Black Friday they made sales of $10 million. 100% was donated to causes around the world that help the planet!
FatFace, the UK based lifestyle and clothing company didn’t host a Black Friday per se, but from the profits gained in store and online between the 21st and 28th November 2016, they donated over £100,000 to local charities including Bath Cats & Dogs Home, Chilterns MS Centre, Wales Air Ambulance and The Meath Epilepsy Trust.
Thought Company (known formerly as Braintree)
Thought Company, the ethical company founded in Australia, sell sustainably sourced clothing made from organic cotton, hemp and bamboo.
Last year, the company donated 50% of sales to charity on Black Friday by launching a campaign aptly named ‘Thoughtful Friday’. The money went to Charites including Trees for Cities, Care International and the Refugee Council.
The UK based fair trade florist based their Black Friday deals around charitable giving, where people got 25% of the price of bouquets and the proceeds were given to charities of the customer’s choice.
During 2016’s Black Friday and Cyber Monday, Zappos.com chose to change the lives of cats and dogs and they sponsored the adoption fees for every adoption made at various animal charities from the 27 to 20th November.
The company were so dedicated, they even had a “head of karma” leading the campaign.
Not only do TOMS create beautiful, comfy shoes but the entire organisation is a philanthropic powerhouse. Their One for One initiative guarantees that for every shoe you buy, they help a person in need.
TOMS will have a Black Friday sale this year.
Pieminister, the Bristol based pie making company turned the Black Friday event on its head and used it to benefit others and not just their bottom line.
They used social hashtags such as #BlackPieday #Wastenot to gather momentum and inform customers of their campaign. The company hosted pop-ups across the country and encouraged people to donate and support charities in need every time they purchased a pie.
Are you a business, or know a business that will be running similar campaigns/iniatives this year? Get in touch with us and let us know how we can help!