Green Friday push urges Aussie consumers to ‘Buy Better’
Green Friday, the movement on a mission to turn the internet green, is set to launch its Buy Better campaign for the third consecutive year, led by newly appointed CEO, Melissa Drennan.
The brand platform aims to empower consumers to make more sustainable choices, facilitate the growth of environmentally responsible brands, and improve Australia’s circular economy.
Since its launch in 2021, Green Friday has attracted over 260 sustainable brands, including reusable coffee cup brand Huskee, beauty brand RawBeauty, and clothing brand Original Weekend.
According to Green Friday, brands have seen, on average, sale increases of up to 75%, checkout conversions increase by 35%, and order value grow by 5%.
Drennan said the platform help retail brands commit to sustainability, highlight their sustainable products and communicate their efforts.
“We know that educating consumers on a brand’s sustainability commitment extends way beyond a singular event – it’s ongoing,” she said.
“We’re passionate about spotlighting and supporting brands that are operating within the sustainability, re-commerce and circular economy space, so they can engage conscious consumers for the long term.
“The retail industry has found itself in a tricky spot with a very true issue around greenwashing, and sadly also an increase in greenhushing, where brands trying to make a change are worried about sharing their progress. It shouldn’t be this way,” she continued.
CEO Melissa Drennan
“Our vision is to help change this narrative by enabling brands who are doing good for the planet to share their sustainability journey and ESG commitments with a targeted audience.
“Some brands might think that they have to have all of their sustainability goals mapped out, and that can be intimidating. We want them to know that it’s progress over perfection. A small change made by a large group has a bigger positive impact than a big change only made by a few.
“That’s why we’re calling on retailers to get involved this year, and be part of the movement.”
Pottery for the Planet, a reusable ceramics brands, has been involved with Green Friday in the past, and marketing manager, Andre Ali said: “We discovered that Green Friday has the potential to educate and inspire shoppers to choose environmentally friendly and reusable options when shopping.
“Green Friday has managed to pull together a variety of brands that promote sustainability, and these environmental brands together create a massive impact on consumer behaviour.”
The campaign is set to launch on October 27, and will run over a week.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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