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In a world saturated with unbridled consumerism, where Black Friday stands as an altar of impulsive spending, Good-Loop, a firm that goes beyond conventions, has emerged redefining how responsible advertising can generate social impact and elevating it to a new level of social responsibility and purpose, according to Sustainable Brands (SB). Responsibility in advertising In 2023, there was a growing movement of brands joining the initiative against Black Friday, driven by a growing group of people concerned about the environmental implications of consumerism and how responsible advertising can generate social impact. Companies such as the beauty brand Lush, the sustainable shoe manufacturer Veja, joined the initiative to boycott the traditional discount sales day, choosing to offer deals on appliances that reduce energy consumption.
This change not only reflects growing Spain Phone Number List concern about excess consumption and its environmental consequences, but also about the impact of sales and advertising on people's mental health. Events like Black Friday can put a lot of stress on the shopping experience, exacerbating impulsive decision-making and anxiety, notes the Money Policy and Mental Health Institute. Advertising, as an integral part of this system, has come under fire for selling unnecessary products and, in some cases, using aggressive tactics to increase sales. However, in line with social responsibility, efforts are highlighted to ensure that advertising does not promote environmentally harmful industries, such as the ban on advertising of fossil fuel-related products in France.
Transforming the industry Of particular concern is the environmental impact of online advertising, which according to Purpose Disruptors, a network of UK advertising and marketing communications professionals, accounts for 28 per cent of the average consumer's carbon footprint. Additionally, another study indicates that online advertising "consumes vast amounts of energy," contributing up to 20 percent of total internet infrastructure consumption. In this context, the question arises: what if advertising could be targeted with purpose? Amy Williams, co-founder of Good-Loop, thinks she has the answer. Good-Loop is an ethical advertising agency whose mission is to turn advertising into a positive force in the world. Good-Loop: Responsible advertising can generate social impact The idea behind Good-Loop comes from frustration with ad blocking, which he considers "the largest boycott in human history.
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