# Anti-Consumerist Campaign Brands emerge with bold campaigns against shopping holidays. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Nov 24, 2015 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/anticonsumerist-campaign ## Key Figures - Trend score: 3.7/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Nov 27, 2014 to Nov 23, 2015 - Published: Nov 24, 2015 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Themes within the Anti-Consumerist Campaign trend ### 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. ### 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. ### 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. ## What the Anti-Consumerist Campaign trend means for industry ### For 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 for Anti-Consumerist Campaign Trend score 3.7 out of 10, from popularity 60%, activity 42%, freshness 8%. - Popularity: 60% - Activity: 42% - Freshness: 8% ## Examples of the Anti-Consumerist Campaign trend 4 featured examples from Nov 27, 2014 to Nov 23, 2015. - [Anti-Shopping Retail Campaigns](https://www.trendhunter.com/trends/closed-on-black-friday): The REI Opt Outside Hashtag Celebrates Being Closed on Black Friday (Category: Business) Implication: Outdoor retail companies can capitalize on the Opt Outside movement and promote outdoor activities as an alternative to Black Friday shopping. - [Worn Clothing Swaps](https://www.trendhunter.com/trends/free-used-clothes): Patagonia is Giving Away Free Used Clothes on Black Friday So People Buy Less (Category: Social Good) Implication: Fashion retailers could implement their own clothing swap events to reduce waste and promote sustainability. - [Charitable Consumerism Campaigns](https://www.trendhunter.com/trends/black-friday-fund): Everlane's Black Friday Fund Promotes Radical Retail Transparency (Category: Social Good) Implication: Fashion retailers can adopt radical transparency practices to provide customers with visibility into their supply chain and production processes, fostering trust and authenticity. - [Holiday Clothing Donation Campaigns](https://www.trendhunter.com/trends/used-clothes-and-shoes): This Brand is Helping Consumers Donate Used Clothes and Shoes (Category: Marketing) Implication: Disruptive innovation opportunity: Implement blockchain technology to provide full transparency and traceability in the fashion supply chain, ensuring ethical and sustainable prac… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)