Which? Promotes Sustainable Shopping in Lieu of Black Friday
Niko Pajkovic — October 21, 2021 — Eco
Which?, a U.K.-based company that publishes product reviews and consumer advice, has launched a series of neon billboards that present subversive messages regarding the importance of sustainable shopping. The bright billboards will be launched in busy shopping areas ahead of Black Friday (November 26) to raise awareness around the harms of excessive consumerism.
The campaign will include six out-of-home billboards, each of which will broadcast a typical sales message before transitioning into a different eco-conscious slogan. For example, one billboard will read "Buy Now Pay Later" before flickering and revealing the full text, “Buy Now But Our Planet Doesn’t Have To Pay Later.” Another billboard reads "Black Friday Bargains" before turning into "Find Black Friday Bargains That Are The Real Deal."
Overall, the headlines promote a more thoughtful form of shopping as we head into Black Friday hysteria, encouraging consumers to make purchases that last longer and are not harmful to the planet.
Image Credit: Which?
The campaign will include six out-of-home billboards, each of which will broadcast a typical sales message before transitioning into a different eco-conscious slogan. For example, one billboard will read "Buy Now Pay Later" before flickering and revealing the full text, “Buy Now But Our Planet Doesn’t Have To Pay Later.” Another billboard reads "Black Friday Bargains" before turning into "Find Black Friday Bargains That Are The Real Deal."
Overall, the headlines promote a more thoughtful form of shopping as we head into Black Friday hysteria, encouraging consumers to make purchases that last longer and are not harmful to the planet.
Image Credit: Which?
Trend Themes
1. Sustainable Shopping - There is an opportunity to create advertising campaigns focused on sustainability to increase awareness of the harm of excessive consumerism.
2. Subversive Messaging - There is an opportunity to create subversive messaging that challenges the status quo and encourages consumers to make more conscious purchasing decisions.
3. Out-of-home Advertising - There is an opportunity for marketers to leverage out-of-home advertising to communicate important messages about sustainability to consumers.
Industry Implications
1. Retail Industry - The retail industry can use subversive advertising as a way to differentiate themselves and promote sustainability to consumers.
2. Advertising Industry - The advertising industry has an opportunity to use subversive messaging to create more impactful campaigns centered around sustainability.
3. Environmental Industry - The environmental industry has an opportunity to leverage advertising campaigns focused on sustainability to increase public awareness and promote change.
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