Why we aren’t doing Black Friday
Black Friday has become an annual habit for many people in the UK and US over the last few decades. It is traditionally linked to the American celebration of Thanksgiving and the official start of holiday sales. The term has become associated with retailers encouraging massive consumer spending at the end of November – something […]
Black Friday has become an annual habit for many people in the UK and US over the last few decades. It is traditionally linked to the American celebration of Thanksgiving and the official start of holiday sales. The term has become associated with retailers encouraging massive consumer spending at the end of November – something that many hope will put them ‘in the black’ in terms of profit.
But as a B Corp, this kind of message doesn’t really fit with our ethos. We proudly produce premium craft kombucha, brewed in the authentic way to ensure that it contains healthy, living bacteria and antioxidants that nurture human health. This, plus the fact that we source high quality, organic ingredients from ethical suppliers, means that we place a high value on both our products and the people and processes that go into making them special. To push our intelligent customers and fans to buy our Kombucha at rock bottom prices once a year just to capitalise on sales, seems a little disingenuous to us.
However, at the end of the day, we are also still a consumer brand and wouldn’t be sustainable commercially or ethically if we didn’t encourage people to try, buy and support us by repeat purchasing our delicious booch. So how do we square this circle back to our own purchasing behaviours? These are some of the values that we share as the Equinox Family that also align to how we produce and communicate as a business.
Real is better
In a global economy where ‘knock off’ replicas have become the norm, we believe that researching ‘real’, authentic products that are craft made by small or local suppliers adds value to a purchase. When we buy goods like this, not only are we voting with our purchasing choices and where we choose to invest our money, but we are often supporting smaller producers and suppliers who work hard to create unique and special items that we cherish more than mass produced goods. At Equinox, this is one of the reasons that we brew our organic drinks the traditional way, to ensure we sell ‘real’ kombucha that comes with real and tangible, health benefits. We believe that real products are better than cheaper imitations!
Less is more
In times when resources are short, we believe that buying the things that truly matter, less often, generates a higher return of joy and health. When we take the time to consider what we really want and need, (or what our bodies really need), we purchase the things that enhance our lifestyle and create a healthy ecosystem inside and out. At Equinox we have found that once we start to really listen to our body, mind and soul, the things we choose to buy reduce in volume and increase our sense of gratitude and wellbeing.
Ethics are essential
These are times of massive social and environmental transformation. And living through them is challenging for us all. Over the last few years there has been a massive upsurge in businesses across the world, choosing to lead by example and become part of wider movements such as B Corp, that uses business and commerce as a force for creating ‘good’. Taking the time to understand the living ethics of a brand – the values and processes that they implement vs. those they just talk about – allows us to consciously choose which businesses we are supporting through buying their products and services. It also helps us to better understand what truly matters to each of us as a conscious consumer and how our ethics drive our behaviour.
So, whatever you choose to purchase this month or holiday season, we ask you to take a few moments to consider what items and experiences contribute to your personal wellbeing and the wellbeing our society and our planet. Choose to purchase only those that align to your values and ethics, and you will feel better on the inside, whilst creating positive change on the outside!