As we approach the end of November, the anticipation for Black Friday sales grows. This event has spread globally, and dental practices in the UK are also getting in on the act by offering huge discounts, or the equivalent of BOGOF offers on cosmetic treatments. However, amidst the excitement of discounted shopping, it's crucial to consider the environmental impact of this annual event. This blog post aims to shed light on hashtag#GreenFriday, a sustainable alternative to Black Friday, and how it can help us shift towards more mindful, eco-friendly shopping and business habits.

 

Understanding Black Friday

Black Friday, the day after Thanksgiving, is one of the year's busiest shopping days. It's known for significant discounts, leading to increased consumer spending and, consequently, a surge in sales for retailers. However, this event also promotes overconsumption, resulting in wastage and increased carbon emissions. Black Friday 2021 in the UK alone was expected to emit 386,243 tonnes of greenhouse gas emissions, the same weight as 3,679 blue whales.

 

The potential harm of black Friday sales in dental practices

Discounting dental services can be a strategy to attract new patients, but it could harm your brand by reducing the perceived quality of the service you provide. I know the value of my dental team's service, and we don't cater to patients seeking discounts. I wouldn't want to be known as the "Discount Dentist".

Financially, offering a discount reduces the profit margin on each sale. For example, if a business has a 30% profit margin and provides a 10% discount, it would need to increase sales volume by 50% to maintain the same level of profitability.

And, as I mentioned earlier, some practices offer a whopping 30% discount.

Additionally, offering discounts selectively can lead to feelings of mistrust among patients. This can lead to dissatisfaction and a sense of unfairness, potentially damaging the trust between the patient and the dental practice. When considering promotional strategies such as Black Friday discounts, it's essential to consider the potential ethical implications and the impact on patient relationships.

 

The Emergence of Green Friday

Green Friday emerged as an anti-Black Friday movement in 2015, aiming to create awareness about the negative impacts of society's shopping habits. It's a counter to the "shop-till-you-drop" mentality of Black Friday, encouraging mindful and sustainable purchasing decisions. While Black Friday encourages consumers to buy more for less, often leading to wastage and increased carbon emissions, Green Friday reminds you that you have a choice on how you shop and how you, as dental practice owners, choose to do business. 

 

How to Participate in Green Friday

Dental practices can participate in Green Friday, a day re-focused on sustainability and eco-friendly practices, in several ways:

 

• Education and raising awareness: Dental practices can educate their staff and patients about sustainability practices. 

• Promote Eco-Friendly Dental Products: Dental practices can stock and promote eco-friendly dental products such as biodegradable toothbrushes, all-natural toothpaste, and mouthwash. This supports the environment and caters to the increasing number of patients who prefer environmentally conscious brands.

• Support Environmental Causes: Partner with environmental organisations or charities and donate a percentage of your revenue to support biodiversity, conservation, or other environmental causes. This demonstrates your commitment to environmental stewardship and gives back to the community.

• Invest in worthwhile causes: Green Friday is not just about material purchases. It's about giving our time, money, skills, talents, and expertise to anyone who may benefit, such as supporting dental charities or volunteering at local dental clinics.

 

Conclusion

Green Friday presents an opportunity for businesses to shift away from marketing strategies exploiting their clientele's impulsive and damaging shopping behaviour towards building deeper relationships that benefit our lives and the planet. As consumers, we can make a difference through our purchasing choices. 

Remember, the goal is not to stop shopping entirely but to shop more consciously, considering the environmental impact of our purchases. 

So you won't be surprised to read that #GreenerDentistryGlobal won't be offering a Black Friday deal but will use this day to donate to worthwhile causes. 

Together, we can make a difference.