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Black Friday might be the biggest shopping day of the year for Europeans, but the event could also become one for consumer giving too—or at least that was the view of a Finnish clothing company that pulled a stunt to highlight the need to combat loneliness in the country.
Instead of using the event to drive sales, Pure Waste, which creates ethical fabrics and garments from recycled materials, teamed with a non-government organization (NGO) which battles loneliness in Finland, HelsinkiMissio, to promote the donation of friendship.