Black Friday, held annually on the fourth Friday of November, is a global shopping event featuring massive sales. In contrast, “Green Friday” has gained attention as an initiative to curb overconsumption and reduce environmental impact. The Sharing Economy Association of Japan is running a campaign promoting sharing services as a sustainable alternative to coincide with Green Friday.
Green Friday Proposes a Future of Responsible Consumption
From Black Friday to Sustainable Choices
While Black Friday is often seen as a symbol of overconsumption, “Green Friday” emerged as a countermeasure. Initiated in 2017 by the French electronics recycling company ENVIE, the concept has since spread across Europe. At its core is the principle of valuing resources, promoting recycling and reuse, and reducing environmental impact.
The Sharing Economy Association of Japan has aligned itself with the ideals of Green Friday, collaborating with 15 member companies (16 services) to conduct a social media campaign from November 25 to 29, 2024. During this period, participating companies have changed their service logos to green and are actively encouraging the use of sharing services. These services allow people to share goods, spaces, and skills, aiming to maximize resource efficiency while reducing excessive production and waste.
According to the association’s research, utilizing shared spaces and goods can reduce CO2 emissions by an estimated 4.45 million tons annually. The sharing model, which focuses on using only what is needed, offers a sustainable alternative to traditional mass consumption.
Green Friday serves as a timely opportunity to rethink our approach to consumption. By embracing sustainable practices, we can take steps toward a more environmentally responsible future.