In the midst of a cost of living crisis, with consumer spending down, and at the most competitive time of year for online marketing, our annual #ShopEthicalInstead campaign returned in 2022 to the toughest retail backdrop we’ve ever faced.
#EthicalHour has always been about community impact: mutual support, mutual understanding and a mutual goal. That has never been more needed than a time where small ethical businesses are struggling to survive, let alone thrive.
Which is why we knew that #ShopEthicalInstead 2022 needed to be bigger and more impactful than ever!
Our ethos of collaboration over competition really comes into its own during #ShopEthicalInstead, as we bring the small business community together to elevate and champion each other, speaking with one voice, taking on the big brands and making conscious consumerism the new social norm.
Thanks to pro-bono support from the expert team at our communications agency, 181st Street, in 2022 we were able to directly support more brands than ever before – creating content for over 100 small ethical businesses free of charge.
Our high-impact #ShopEthicalInstead campaign achieved an organic reach of 4.7 million people and increased participating brands’ sales by an average of 18%.
And thanks to the generosity of our Impact Partners Ecologi – who planted a tree for every sale over the Black Friday weekend, we planted 5,858 trees too!
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