Finnish Clothing Company Shuns Black Friday Deals, 'Sells Friends' to Promote Loneliness Charity

The stunt was run to support NGO HelsinkiMissio, which saw people donate through the Pure Waste site

Today’s consumer places a huge priority on personal health. Join Adweek for Prescription for Growth: Health and Wellness Marketing on April 19 in NYC to learn how to thrive in this business sector. Sign up now.

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.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in