Category
Lifestyle
Assisted Choices
Trend cluster
Category
Anti-Consumerist
Campaign
Brands emerge with bold campaigns against shopping holidays.
3.7
Trend score
Trend
What is the Anti-Consumerist Campaign trend?
Anti-Consumerist Campaign: Brands are beginning to remove themselves from the chaos of annual shopping holidays such as Black Friday by suggesting customers spend their time in healthier, more beneficial ways. In addition to being criticized as a display of conspicuous consumption, these holidays also raise concerns about the health and safety of staff and customers, as well as labor violations. Overall, this movement is an opportunity for brands to establish themselves as allies against unethical business practices.
Trend themes
Themes within the Anti-Consumerist Campaign trend
Three behaviours holding the trend together01
Anti-Shopping Campaigns
The rise of anti-shopping campaigns for shopping holidays like Black Friday is an opportunity for brands to establish themselves as allies against unethical business practices.
02
Charitable Consumerism
Charitable consumerism campaigns like the one by Everlane provide an opportunity for companies to educate consumers on the real costs and sources of what they buy while also giving back to the community.
03
Sustainable Clothing Practices
Worn clothing swaps and donations campaigns, like those by Patagonia and Levi's respectively, are part of a larger trend of sustainable clothing practices that seek to reduce waste and encourage consumers to participate in circular consumption.
Industry implications
What the Anti-Consumerist Campaign trend means for industry
Where the trend changes the playbookFor
Retail
Anti-shopping campaigns and charitable consumerism campaigns can be implemented by any retailer looking to establish themselves as an ally to consumers who are concerned about the ethics of businesses.
For
Fashion
Sustainable clothing practices, like clothing swaps and donations campaigns, are part of a larger trend of environmentally-friendly fashion that seek to reduce waste and encourage circular consumption.
For
Outdoor Recreation
The REI Opt Outside campaign reflects a larger trend towards active lifestyles, as more people seek to spend their time outdoors and away from the chaotic consumerist culture of shopping holidays.
Workshop question
What consumer values does your brand align with? How are you progressing those values?
Trend signals
Trend signals for Anti-Consumerist Campaign
Trend score 3.7 out of 10, from popularity 60%, activity 42%, freshness 8%.
Popularity60%
Activity42%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Evidence
Examples of the Anti-Consumerist Campaign trend
4 featured examples from Nov 27, 2014 to Nov 23, 2015CategoryBusiness
Anti-Shopping Retail Campaigns
The REI Opt Outside Hashtag Celebrates Being Closed on Black Friday
Outdoor retail companies can capitalize on the Opt Outside movement and promote outdoor activities as an alternative to Black Friday shopping.
CategorySocial Good
Worn Clothing Swaps
Patagonia is Giving Away Free Used Clothes on Black Friday So People Buy Less
Fashion retailers could implement their own clothing swap events to reduce waste and promote sustainability.
CategorySocial Good
Charitable Consumerism Campaigns
Everlane's Black Friday Fund Promotes Radical Retail Transparency
Fashion retailers can adopt radical transparency practices to provide customers with visibility into their supply chain and production processes, fostering trust and authenticity.
CategoryMarketing
Holiday Clothing Donation Campaigns
This Brand is Helping Consumers Donate Used Clothes and Shoes
Disruptive innovation opportunity: Implement blockchain technology to provide full transparency and traceability in the fashion supply chain, ensuring ethical and sustainable prac…
