For many, Black Friday offers the chance to indulge in feverish consumerism. This year, why not reflect on its impact and seek ways to counter its negative effects?
As a leader, you’ll often get asked about the values you stand for. Talking the talk is easy. But when you support brands that don’t align with your values, the dissonance shows.
This Black Friday is the perfect chance to use your leadership to put your values into action. This post will help you transform consumerism into activism and inspire your team to align actions with beliefs. Table of Contents:
What Is the History of Black Friday?
Understanding Black Friday's evolution is essential to changing its meaning and trajectory for good. So why is it called Black Friday anyway? Black Friday's history started on September 24th, 1869, when the price of gold fell significantly. Over time, the meaning of the phrase evolved from describing financial disaster to referencing the date on the calendar when retailers turned a profit or were “in the black” as holiday shopping began.
These days, the objective of Black Friday is to mark the start of the holiday shopping season and promote sales, often by offering significant discounts. It has become a symbol of consumerism around the world.
Black Friday Ethical Issues
Black Friday has also become a time to reflect on the ethical implications of consumerism. Activists are highlighting issues such as the environmental impact of consumerism and the exploitation of workers.
Examples include the experience of garment workers in Haiti. A 2022 report found that they were grossly underpaid. It’s worth noting that this industry is Haiti's largest employer, with 80% of its exports destined for North America.
Meanwhile, in the cobalt mines of the Democratic Republic of Congo, child workers labour in dangerous conditions with no protective equipment. The metal is mined for use in the batteries of electronic devices that we use in our daily lives.
And in Pakistan, textile factory workers supplying major Western brands face wages being withheld, suppression of unions and denial of medical and maternity leave.
The Optics of Leadership and Ethical Dissonance
With these issues in mind, let's take a look at the relationship between values and leadership and ask ourselves, "What’s the importance of ethical leadership?"
The failure of leaders to live out their claimed values and actions leads to the erosion of trust and credibility. This has been demonstrated by recent boycotts of major companies. In the case of Coca-Cola, protesters have highlighted workers’ rights abuses. Meanwhile, Nestlé is the focus of the world’s longest-running boycott for unethical marketing of its formula to mothers in the developing world.
When companies support brands with unethical practices, they lose the trust of both their teams and the public. By supporting ethical brands instead, leaders can show that they are prepared to live by their values.
“Walking the talk” is an essential part of ethical leadership, particularly during periods when consumerism is in focus, such as the run-up to Black Friday.
Reframing Black Friday as a Values-Driven Opportunity
By “walking the talk,” leaders can shift the narrative of Black Friday from consumerism to activism. If you’re a leader, you can do this by:
Practising sustainability: Support local artisans who reuse materials to create new ones, buy second-hand items, repair or donate items, all the while supporting small businesses and circular economies. Join Black Friday sustainability movements, like Green Friday, that promote these values in the face of consumerism.
Boycotting unethical brands: Take a stand against brands with poor labour, ethical or environmental practices. Consider current boycotts, like those against Starbucks and McDonald’s, for allegedly siding with Israel in the Israel-Gaza War. Or turn your back on fast fashion because of its negative impact on the environment and poor treatment of workers.
Advocating for human rights: Clarify the link between the lack of human rights and Black Friday shopping, and discover businesses aligned with humanistic values like DEI principles, fair wages and ethical sourcing.
Leading by Example During Black Friday
Leaders can and should inspire action and accountability by visibly aligning decisions with their values. This is known as “corporate activism.” If you are a leader who cares about demonstrating value-based leadership, you can take specific actions this Black Friday shopping season. For example:
Discuss initiatives like ethical purchasing decisions as part of your team culture. Introduce your team to ethical shopping guides and encourage them to participate in community-driven campaigns.
Use your voice and platform to highlight and amplify brands that align with sustainability and equity. Partner with brands that reflect these values.
Incorporate conscious consumerism into broader year-round events as part of your business and in your personal purchasing decisions.
Long-Term Impacts of Value-Driven Leadership
You don't have to save value-driven leadership for specific events like Black Friday—it’s a year-round approach. Long-term ethical leadership is about consistently aligning actions with values, facilitating trust building and building on reputation management.
Why not start this Black Friday by highlighting ethical consumerism and setting goals linked to these values for the next 12 months? Value-driven leadership like this adds direction and positivity to team culture and contributes to long-term business success.
From Consumerism to Activism
Conscious consumers know Black Friday isn’t just about shopping—it’s an opportunity to demonstrate your values as a leader and set an example for your organization. What values will you demonstrate this Black Friday, and how will you inspire your team to align their actions with their beliefs?
Check out the links we’ve provided in this blog and do your own research about brands. The Fairtrade Canada website is a great place to start, offering shopping guides and ways to get involved. If you're in the United States, you can shop Fairtrade there too.
And engage with others too—share your Black Friday decisions on social media to spread the word and inspire others to reject consumerism in favour of activism!
Commenti