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How can marketers use Black Friday to inspire, educate, and drive systemic change?
Theme: Redefine business models
Topic: Marketing, branding & communications
Language: English
Black Friday is known for shopping frenzies, flash sales, and massive discounts… But could it be more than just a driver of overconsumption? Could it be an opportunity to build trust, inspire action, and reshape how we think about marketing altogether?
In this episode, Daiva Dominyka talks with Claudia Guerreiro about the ethics of Black Friday and how marketers can turn a day of mass consumption into an opportunity for systemic change.
You’ll learn:
Why heavy discounting can damage customer trust and brand equity
How to avoid “greenwashing” during major shopping events
The five pillars of the G.R.E.E.N. Framework and how to apply them
Key Quotes:
“Heavy discounts damage brand reputation. What are your existing customers going to think when they see your product or service suddenly 50% off after they bought it full price? Does that feel right?”
“We are all consumers, which is a questionable term... It is businesses' responsibility when it comes to Black Friday. You can't really put all the guilt on the consumer and say, 'This is your fault’.”
“When sustainability brands join Black Friday, even with good intentions, aren’t we contributing to the same mass consumption problem we are trying to solve?”
“Pricing and money are just a mirror to what our society is about at the moment—it’s overly focused on monetary values instead of shared, lasting ones.”
“It's a call to action for small businesses to think: is there a way my sustainable brand can provide accessible prices all year round instead of waiting for this moment in time?”
Co-Host Bio:
Claudia Guerreiro, Founder, Conscious Marketing Movement
Marketing is often seen as a necessary evil: a driver of consumption, pressure, and manipulation. But Claudia, a social entrepreneur, sees it differently. She believes marketing can be part of the solution and a key driver of systemic change.
She founded the Conscious Marketing Movement (CMM) to redefine the field—putting people and the planet first. Through community-building, education, and direct support for organizations applying conscious marketing in practice, her team champions a new marketing standard rooted in ethics, impact, and responsibility. Their work advances Sustainable Development Goal 12: Responsible consumption and production.
Website: https://conscious-marketing-movement.com/
Podcast: https://open.spotify.com/show/3sPq5XNkIyPy68CFe7HZpY?si=9f6a5fe3370641cd
Co-Host Bio:
Daiva Dominyka, Co-Founder & Podcast Host, Conscious Marketing Movement
Daiva Dominyka is an ethical marketer and sustainability communicator. She is a co-founder and the podcast host of Conscious Marketing Movement—a marketing startup shaping the future of marketing for a better tomorrow.
Daiva has been running her own company, Rewild Marketing, for the past 6 years, providing digital marketing services for climate-focused SMEs and startups in the UK, US, and EU. Recently, she has expanded her sustainability communication services to her home country, Lithuania.