It’s October, which means we’re about to be hit with the annual consumption tsunami. Black Friday. Cyber Monday. Then straight into Christmas panic-buying. And somewhere in all of this chaos, your customers – the ones who chose your brand because they care about quality, sustainability, conscious consumption – they’re feeling pressured.

Pressured to spend for the sake of getting a deal. Pressured to consume for the sake of consuming. It’s the whole disposable goods, instant-gratification, fast-food and fast-fashion mentality playing out in real time.

And here’s what really gets me: Is this the world we want to live in? Is this the world we want our kids to grow up in? Where everything is about faster, cheaper, more disposable? Where local boutiques disappear one by one while Amazon rules everything?

I certainly don’t. 

And the data backs me up – sustainable, purpose-driven brands are growing 64% faster than alternatives. Your customers want to buy from brands that share their values. This isn’t just the right thing to do – it’s good business.

So in this episode, I’m going to show you how purpose-driven brands can absolutely dominate this season without compromising their values, without manipulating their customers, and without training everyone to only buy on discount.

I’m calling it Green Friday to Green Christmas. And it’s about so much more than one long weekend of deals.