Following the example of brands committed to "Green Friday"

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Ecoalf: the sustainable fashion brand that pioneered the rejection of Black Friday
Since its founding in 2009, this Spanish sustainable fashion brand has maintained a firm stance against sales and promotions, convinced that the price of its garments reflects the real value of an extensive process of research and innovation. This process has made possible the creation of more than 500 recycled fabrics from more than 250 million plastic bottles, 80 tons of fishing nets and used tires, among other materials.

Ecoalf was a pioneer with its slogan “Because there is no Planet B” in promoting responsible consumption: buying less and better. In addition, every year it uses the Black Friday season to call for reflection. In 2022, its brand ambassador, Probably Tomfoolery, joined this cause, spreading the campaign through its social networks.


IKEA and the repurchase of used furniture
IKEA launched its "Green Friday" campaign as a sustainable alternative to Black Friday, promoting the repurchase of used furniture to encourage circular consumption and make the most of the useful life of second-hand products. The campaign, which worked successfully in its first version with 300,000 pieces of furniture appraised , offered in its second edition up to 50% more value in the appraisals of furniture delivered by customers.

With "Green Friday", the IKEA store has promoted its second-hand furniture buyback service, which has been available in Spain since 2016. In 2021 alone, these initiatives gave new life to more than 1.6 million pieces of furniture in the country. According to IKEA, 32% of its sales in Spain already correspond to products designed for sustainable living.

These efforts by the company are in line with its global objective of reducing its own emissions by 80% by 2030 and those associated with customers and collaborators by 50%.

Wallapop boosting the buying and selling of second-hand products
The app for buying and selling second-hand products has also joined various campaigns in the framework of Black Friday. Last year, for example, it organised a pop-up of its first ephemeral store in the exclusive Salamanca neighbourhood, offering Madrid residents a selection of reused products. The initiative sought to challenge attendees to distinguish between new and used items, thus dismantling myths and stigmas surrounding second-hand goods.

Similarly, she has worked with renowned influencers such as Jon Kortajarena to talk about the culture of consumerism and promote a more sustainable approach. The "I Offer Myself" campaign , for example, presented a challenge to the media and society in general, inviting reflection on the need to always buy new products. As a result, a PR value of more than 872,000 euros was generated , and the campaign became an example of an earned media strategy.


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