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Black Friday is always surrounded by a marketing frenzy, but more recently some brands have begun to take a stand against the hyper-consumerism of the busiest shopping day of the year. Last year, for example, companies from Patagonia to Allbirds encouraged people to become more conscious consumers and embrace sustainability instead.
The latest brand to do this is Which?, a U.K.-based organization that publishes product reviews, testing and consumer advice. As the winter sales period begins, Which? is urging people to “see sales in a different light” and buy more carefully and responsibly.
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