Choose Love's Black Friday Pop-Up Gives Back
Grace Mahas — December 2, 2019 — Marketing
References: youtube & campaignlive
Many brands are opting out of Black Friday in an effort to curb over-consumption, and one organization that set itself apart by giving back is Choose Love's Black Friday pop-up.
Choose Love's Black Friday pop-up focuses on giving back instead of buying things "you don't really need." The pop-up sells blankets, sea rescue kits, jackets, winter accessories, and more for people that really need it. The items are section off by need. For example, one section has essentials that are given to refugees when they first arrive to the country, whereas another section focuses on essentials needed while in shelter caps.
Co-founder Zac Schwarz said: "Putting the concept of Choose Love in a retail space means consumers can engage with the products and, in doing so, engage with people all over the world and understand their stories and some of the challenges and issues they’re facing." The immersive experience helps connect the shopper with the actual need in an authentic fashion.
Choose Love's Black Friday pop-up focuses on giving back instead of buying things "you don't really need." The pop-up sells blankets, sea rescue kits, jackets, winter accessories, and more for people that really need it. The items are section off by need. For example, one section has essentials that are given to refugees when they first arrive to the country, whereas another section focuses on essentials needed while in shelter caps.
Co-founder Zac Schwarz said: "Putting the concept of Choose Love in a retail space means consumers can engage with the products and, in doing so, engage with people all over the world and understand their stories and some of the challenges and issues they’re facing." The immersive experience helps connect the shopper with the actual need in an authentic fashion.
Trend Themes
1. Ethical Pop-ups - Creating brick-and-mortar retail spaces that focus on sustainable consumption and giving back can differentiate brands from traditional, impactful sales and provide opportunities for ethical innovation.
2. Social Cause Marketing - Integrating social responsibility into product marketing and promotions provides consumers with a way to make an impact and supports brands in building purposeful relationships with customers.
3. Sustainability-focused Events - Hosting events that promote sustainable lifestyles and activities holds potential to educate and engage consumers on social and environmental issues while promoting responsible consumption.
Industry Implications
1. Retail - The retail industry can use sustainable and ethical sales campaigns to differentiate themselves from competitors and increase their social impact.
2. Philanthropy - Philanthropic organizations can explore new ways to engage donors and raise funds through creative retail and marketing strategies.
3. Social Enterprise - Social enterprises can further develop creative revenue-generating models that support ethical production, consumption, and social good.
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