Read our new manifesto

Start 2021 with fresh ideas
and practical tips on...

CUSTOMER EXPERIENCE

BRAND SAFETY

GAMING AND ENTERTAINMENT

SOCIAL MEDIA

CTV AND OTT

CUSTOMER RETENTION

DATA AND IDENTITY

PURPOSEFUL MARKETING

WATCH ON DEMAND FROM 25 Jan 2021
Banner BGBanner BG

Deciem: 'Bye Bye Black Friday, Hello Knowvember' by Deciem

Agency: Deciem
Client: Deciem
Date: Nov 2020
Your Vote
4/5
Overall Rating
4/5
Opps, please vote again
5 votes

Taking its Black Friday boycott into a second year, The Ordinary’s parent company Deciem is taking a leaf out of Patagonia's book.

The Canadian beauty announced on Sunday its boycott of Black Friday for the second year in a row, shutting down all physical stores and e-commerce for the day.

As with last year, Deciem is making everything on the site 23% off for the month of November, as an alternative. It's also christening the month 'Knowvember' to raise awareness of the climate crisis.

Black Friday is “something that’s not working for our planet, because it’s just promoting hyper-consumerism rather than people actually buying what they want,” said Deciem co-founder and chief executive Nicola Kilner.

“The reality is that if you wouldn’t pay full price for it, it’s probably not something that you truly did need in the first place.”