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Top anti-Black Friday campaigns: Patagonia, Allbirds & more reject consumerism

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Ah, Black Friday. Each year it rolls around, bringing with it bumper sales from retailers, seemingly unmissable discounts from big brands and images of people fighting over TVs in Walmart and Asda.

However, in 2020 the annual pre-Christmas bargain bonanza looks a little different. With growing concerns about brands’ role in the climate crisis and the impact of hyper-consumerism, some advertisers are rejecting the retail holiday entirely and asking customers not to spend money with them.

Click here to read more at thedrum.com.

Discussion Questions:

  1. Why is Black Friday an important promotional opportunity for companies and brands?
  2. How do you think brands are leveraging Black Friday differently this year amid the ongoing pandemic?
  3. What is consumerism?
  4. The headline of this story suggests Patagonia and Allbirds have taken an “anti-consumerism” approach to their Black Friday marketing campaigns. What does that mean?
  5. What is branding?
  6. What is product positioning?
  7. What is product differentiation?
  8. How might taking an anti-consumerism approach represent an example of branding, positioning and/or differentiation? Be prepared to discuss your answers.
  9. Of the Black Friday marketing campaigns reviewed in this story, which one resonates most with you, personally, as a consumer? Why?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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