This year on ‘Black Friday’, when many companies discount products, the American shoe company Allbirds will increase product prices by 1 US dollar. The company will donate the extra dollar to Greta Thunberg’s Fridays for the Future movement, asking customers to ‘pay it to the planet’.
Many brands, such as Patagonia and REI have pushed back against Black Friday norms by donating Black Friday proceeds to charity or closing their doors for business. The fact that Allbirds are increasing prices, signals a new type of consumer engagement.
How many people will pay higher prices for the same product? And if there are many who will, what signal will this send to the apparel industry? Furthermore, are Patagonia, REI and Allbirds’ actions mostly branding and marketing exercises or are they meaningful climate actions and public engagement for change?