At the same time as the European Week for Waste Reduction (EWWR, 18-26 November 2023), whose focus for this year’s initiatives is the reduction of packaging, in sharp contrast there will also be Black Friday, the event that generates the highest rate of packaging waste of the entire year.
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On the last Friday of November, the day of so-called "unmissable discounts", anticipated by many advertisements and followed by three more days of discounts (until the following Monday, called Cyber Monday), has a significant environmental impact. Many purchases are made online, resulting in an increase in the use of packaging. However, it is not only the way in which purchases are made that constitutes a critical point, but the incentive (given by large discounts) to a high consumption of goods not strictly necessary and potentially destined for a short life.
The increase in packaging waste in these days of discounts is remarkable: according to the Freight Leaders Council (association that brings together logistics companies in Europe) purchases in November generate the highest volume of packaging waste of the whole year: mainly plastic, in particular film and polystyrene, paper and cardboard.
There is also an indirect increase in textile waste and e-waste (waste from electrical and electronic equipment): electronics and clothing are in fact the most popular product categories for consumers, with the risk of an excessive replacement for products not reached their end of life.
Several studies show the effects that these days have on the environment in terms of CO2 emissions.
The European Transport and Environment Federation (T&E) published in 2022 a research in which it analysed European sales data, to then estimate the effect of Black Friday on consumption, and calculate the impact on road transport and CO2 emissions.
The trend of sales in the months of September, October and November between 2005 and 2021 was analyzed: there was a sharp increase from 2016-2017, years in which the week of sales also extended in Europe (about 4% in 2015, 11.5% in the following years).
It was then estimated, during the week of Black Friday, the emission of 1.2 million tons of CO2 from trucks intended to transport goods between stores; compared to a week type emissions then reach double levels during Black Friday, with an increase of about 600 thousand tons. It is important to note that this data only concerns trucks that have transported goods between points of sale, excluding home deliveries from the calculations.
Even the experts of the Italian Society of Environmental Medicine (Sima) have calculated the impact in the week of discounts of 2022 in terms of air pollution: it has been estimated that in Italy online purchases and in physical stores during the whole week in question contribute to the emission into the atmosphere of about 400 thousand tons of CO2 globally, considering the rapid transport of deliveries of online purchases, the movement of private vehicles to shopping centres, and the excessive packaging used.
In conclusion, a higher number of purchases results in an increase in polluting emissions related to the production and transport of goods, and the disposal of packaging.
In addition to the companies that ride the wave of Black Friday, and those that instead propose more virtuous initiatives, power is in the hands of consumers, through responsible and conscious purchases: planning the purchase of what you need, selling or giving away, repairing or reusing.
With regard to packaging, Eco dalle Città launched a targeted survey on buying habits during these days of discounts. The results will be the subject of a discussion during a public meeting on the "sustainability of Black Friday" to be held in Turin on Friday, November 24, 2023 and will be discussed by experts, public administrators, companies and environmentalists.
Here are some thematic days, also suggested by MarketScreener, which contrast the "impulsive" purchase of Black Friday a more "slow" approach:
- the Circular Monday, the Monday before Black Friday, which falls during the European Week for Waste Reduction (EWWR) and is a Swedish initiative that puts the emphasis on useful and necessary consumption, in the name of recycling and reuse;
- the Green Friday, which promotes attention to responsible shopping by buying from small local shops or second-hand items;
- the Giving Tuesday, usually the Tuesday after Thanksgiving, is dedicated to giving;
- the Buy Nothing Day is the same day as the Black Friday, but it becomes a "revolutionary act" for some stores, which instead of offering big discounts, will close.
Alessia Santoro
For further informations:
Troppo black questo friday. Ma il problema è il resto dell’anno! (Economia circolare)
Il peso degli sconti del Black friday in Europa su ambiente ed emissioni climalteranti (Altreconomia)
Black Friday: un impatto sull’ambiente da 400 mila tonnellate di CO2 (Eco dalle città)
La sostenibilità del Black Friday, partecipa al sondaggio di Eco dalle Città! (Eco dalle città)