Black Friday, the big marketing hack
The concept of consumer society first appeared in the second half of the twentieth century. After the Second World War, restarting the economy, increasing production efficiency, and accumulating the wealth produced became a key element in the recovery of the bloodlet nations. As an unexpected side effect of the spread of capitalism in modern society, the cycle of production-distribution-consumption was given a boost. More and more industries have sought to serve the growing demands. Put it simply, in modern society, the unbridled accumulation of wealth has been associated with a direct increase in social status and large companies have done everything to serve this new social need. After all, who would want to cut a hen laying golden eggs?
The consumer society is a very easy terrain for those who make decisions solely on the basis of financial statements. By excluding moral and social aspects, taking advantage of the opportunities provided by technological development, it is possible to increase the growth of production indefinitely, and to stimulate consumer behaviour with the psychological tools of marketing and advertising. And here the circle is closed.
The infamous campaign known as Black Friday, which had a completely negative content attached to it at the time of its birth, is a fine proof of the latter, but with a clever move it is now one of the most influential mass consumption holidays. Starting in the 1960s in the United States, it has become a worldwide epidemic. In the last week of November, millions of people are sacrificing on the altar of hedonism. There is no company, business, production unit, service sector that does not use it as a marketing tool.
Its success has been unbroken for decades, sometimes even requiring human sacrifice in many places. Wild crowds storm the larger stores and, in a few hours, almost all the goods disappear completely, as if a hurricane had swept through them.
The cause of this phenomenon has been researched by many. It raises many questions from a socio-philosophical, ethical, sociological, psychological and economic point of view. But the most important thing is the free will.
How much do we dominate our desires, our social status and our image of ourselves? To what extent do individual interests override the interests of society? How long are we going to hold on to things we do not need? How far can we go?
The concept of circular economy sounds strange to many people. It is difficult to understand a model that is still in the making. Stepping out of the take-make-dispose way of linear thinking requires discipline because it would like to reshape the approach that has brought us to the long-term operation of marketing practices such as the Black Friday.
Maybe, it is time for a change of perspective?