While some eagerly anticipate the shopping deals the day after Thanksgiving, Everlane is doing their Black Friday campaign differently. Instead of offering sales and similar promotions, the "radically transparent" clothing brand took an alternative route by donating 35% of proceeds to factory workers.
Following their charitable consumerism campaign last year, Everlane's Black Friday Fund aimed to redirect funds to their LA tee shirt factory. They hope to establish a wellness program there that would allow for free on-site doctor and vision visits, grocery delivery and kitchen upgrades for the factory plus onsite English classes. The Black Friday campaign has a goal of $110,650. Their site also highlights the stories of various factory workers in an effort to emphasize the humans behind the products.
Factory Fundraising Initiatives
Everlane's Black Friday Campaign Redirects Funds to Help Workers
Trend Themes
1. Charitable Consumerism - More companies can explore charitable consumerism campaigns as a way to connect with their customers and give back to the community.
2. Corporate Social Responsibility - Emphasizing corporate social responsibility can help companies build trust with customers who value transparency and ethical practices.
3. Worker Welfare Programs - Investing in worker welfare programs can lead to a more satisfied and productive workforce while also improving the public image of a company.
Industry Implications
1. Fashion - The fashion industry can take inspiration from Everlane's Black Friday Fund and implement factory worker welfare programs to improve the working conditions of those in their supply chains.
2. Manufacturing - Manufacturing companies can explore corporate social responsibility initiatives that prioritize the well-being of their workers, like offering on-site health and language classes.
3. Retail - Retail companies can attract socially conscious customers and build brand loyalty by offering charitable consumerism campaigns during major shopping events like Black Friday.