While Black Friday was creating a shopping craze in every part of the world, Decathlon Netherlands and Turkey turned it into Green Friday in November 2020. The sustainability team of the two countries organised it in different ways but for the same reason – Green Friday is aligned with our company Vision, purpose and values. They aimed to raise the customers’ awareness of responsible buying and the sustainable projects in Decathlon.
GREEN FRIDAY NETHERLANDS
“Make the planet a little greener together”
The team partnered with Trees For All to plant 12 tennis courts of trees in the Netherlands and Uganda. The initiative was promoted on the landing page of the company website and users were encouraged to donate €1 and join the campaign. The donation option was also made available when customers checked out online. For the first €6000 donations, the company contributed a double to the association. Moreover, 3 articles about sustainability were published on the website to introduce the eco-design products, sustainable mobility and the repair service provided by Decathlon Workshop. Offline communication was also present in the stores where customers can make the donations via QR codes. In addition to the donation, a Tree Planting Day was planned to engage customers. However, it was postponed to 2021 due to Covid-19.
“How far would you go for a tree?”
For the teammates in the Netherlands, a Run Challenge was organised during the period of Leaders’ Meeting from Green Friday to Green Monday (27-30 November). The objective was to connect with each other by sport under remote working. Decathlonians were invited to run once for a maximum of 1 hour during the campaign. For every kilometre run, leaders have donated €2 to plant 1m2 of trees in the forests. The participation rate was over 28%, which equals 327 teammates. Not only teammates were involved in Green Friday, the success of the challenge gave inspiration to the team to do a Move Challenge next year.
Combining the results of the two initiatives, Decathlon Netherlands has raised €11507,54 to plant 1843 trees, which is the equivalent of 5753,77 m2 of forest and 29 tennis courts. The campaign successfully raised the awareness of the customers and engaged the Decathlonians in sustainability. After this kick-off of Green Friday in 2020, the sustainability team aims to do it at a larger scale next year by integrating it in all communication channels and transforming the way of working of the teammates. The Vision will be picked up by everyone locally and turned into actions.
“No project should be started anymore without looking at the impact of the People, Planet and Prosperity. They need to be in everyone’s mission. If we do it right for every single time, we will be a sustainable company.”
– Freek Antonius DIERKES
GREEN FRIDAY TURKEY
In Turkey, Green Friday was one of the twelve sustainability projects of the year. It was a 2-day in-store event led by the sustainability team to engage internal teammates and external partners.
A production partner who produces the Quechua backpacks with recycled material was invited to join the campaign. They provided sewing machines and staff to the store for two days. Customers and users could bring their used textile or material to the store, and the production partner helped them to refurbish or reproduce it to give a second life to the textile.
Sports for charity
Before Green Friday, the team has already partnered with a digital company to create a Step Challenge for teammates in different stores. The company provided an application to track our daily steps, and then convert them to coins for spending or donations to associations and projects. By inviting this company to set up a booth in the store during the campaign, more customers and users had a chance to know about the application and were encouraged to make sports and charity.
The sustainability team set up a booth during Green Friday to introduce and explain the sustainability projects and eco-design products in Decathlon Turkey. Small quizzes were asked to the customers and they were rewarded with a small tree and a pair of socks. The socks were of inferior quality but they were still in a good condition for wearing. The production team offered them to the campaign instead of discarding them, so wastes were eliminated and Green Friday was promoted. As a result, users and customers learnt about the sustainability projects in the company, and teammates were also educated about the eco-design products.
Nearly half of the customers who visited the store in the two days have been engaged in Green Friday. In the coming year, a Donation Day will be planned for users and customers to donate the used products and Decathlon Turkey will help fix them and re-donate them to the associations in need.
“It is a good opportunity to promote sustainability in Decathlon, and we hope all departments in the company can be aware of the topic and work on it. Moreover, we want to expand and spread it to the whole country and bring value to more people. We want to see our country full of these events, involving also the government and other companies.”
– Burak ŞİMŞEK