Green Friday, an ecommerce platform assisting retail brands with a sustainability focus, is launching its third annual Buy Better Week, an online shopping event aiming to facilitate the growth of environmentally responsible brands.
Under the helm of new CEO, Melissa Drennan, hundreds of brands are set to join the 2023 Buy Better Week. Since its launch in 2021, Green Friday has attracted 260+ brands into the Buy Better movement, wanting to encourage Australians to buy better, with consideration and mindfulness.
Some brands who previously participated in Green Friday have seen sales increases of 75 per cent, conversions at checkout increase by 35 per cent and average order value grow by 5 per cent. On the platform, 72 per cent of consumers navigate to the onsite brand pages to discover and educate themselves, providing ample opportunities for brands to share their story.
Drennan said educating consumers on a brand’s sustainability commitment extended beyond a singular event.
“We’re passionate about spotlighting and supporting brands that are operating within the sustainability, re-commerce and circular economy space, so they can engage conscious consumers for the long term. The retail industry has found itself in a tricky spot with a very true issue around greenwashing, and sadly also an increase in ‘greenhushing’, where brands trying to make a change are worried about sharing their progress.
“Some brands might think that they have to have all of their sustainability goals mapped out, and that can be intimidating. We want them to know that it's progress over perfection. A small change made by a large group has a bigger positive impact than a big change only made by a few. That’s why we’re calling on retailers to get involved this year, and be part of the movement,” said Drennan.