This year, Black Friday will be celebrated on 29th of November in Lithuania and worldwide, with the biggest discounts. Some of these inevitably lead to indiscriminate consumption, but this week of sales is set to be replaced by an increasingly popular initiative. This year, Investors’ Forum and its partners invite you to celebrate Black Friday with Green Friday instead, and to focus on more sustainable and responsible consumption.

This is the second time that the Green Friday initiative will take place in Lithuania. This year, it is being taken over by the Investors’ Forum Association and its member company Enefit, a green energy solutions company, to bring businesses together in a green community.

“Green Friday has been increasingly talked about in Lithuania recently, but there have been no major initiatives. Our aim with this initiative is to encourage consumers to be more aware and responsible when shopping and to choose long-term value over quick consumption. Green Friday is a responsible alternative to Black Friday, and we are delighted to see that this year’s initiative immediately caught the attention of many of our members. This only proves that the number of sustainable and conscious businesses in Lithuania is growing and we aim to accelerate this change,” says Rūta Skyrienė, Executive Director of Investors’ Forum.

This year, the initiative was joined by the following businesses offering green products and services: the Bunasta Ltd, the IKI supermarket chain, the Cramo Ltd, the Alwark Ltd, the Association of Lithuanian Banks, and the Linde Green company. All their offers will be available in the Investors’ Forum online catalog.

The initiative is supported by Ellex Valiunas, MOOG, Lidl Lietuva, Neste Lietuva, travel agency Estravel, Deloitte Lietuva, ConnectPay, and OP Bank.

“To encourage more sustainable choices during the sales, last year we took the lead and started celebrating Green Friday. On that occasion, sustainability was actively communicated not only in the media and on social networks but also in the green color of the Vilnius TV tower. This year, we invite everyone to choose awareness and responsible consumption again. Our aim is not only to change consumer habits but also to encourage businesses to expand their offer of sustainable products,” says Ieva Krikštopaitytė, Communications and Marketing Manager at Enefit.

The country’s tallest building will be lit up for the country again this year, and digital outdoor advertising and social media will be used to spread the word about Green Friday and the values it promotes. The initiative has also launched a dedicated website, zaliasispenktadienis.lt, where consumers are invited to shop at the ‘Shop of Nothing’ and experience the joy of shopping at no cost.