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Christmas gift season is on. To raise consumer awareness of the crisis that small businesses in the social and solidarity economy sector are going through, the Dream Act and Ethi’kdo platforms are launching the #PlaceAuVraiNoël campaign. The idea? Promote local and eco-responsible alternatives with inspirational messages posted on social media and storefronts.
From Wednesday November 30 to December 07, 500 stores and committed brands will make “way for the real Christmas”, by sharing on their storefronts, their social networks and their websites visuals intended to make consumers aware of the importance of their choice of Christmas. ‘purchase. On the visuals in question, we can read strong messages such as: “Transmitting eco-designed gifts? What if that was the true spirit of your Christmas?“, “Celebrate relocated know-how, what if that was the real magic of your Christmas?“.
A campaign to support young brands engaged in these difficult times, imagined by the eco-responsible consumption platform Dream Act and the ethical gift card brand Ethi’kdo. “2022 has been a difficult year for small committed brands. In a survey that we conducted last March with 1,200 committed brands, 65% of respondents accused of sales declines since the beginning of the year. The rest of the year was no more fruitful: the number of bankruptcies of brands sold on Dream Act tripled compared to other years. Rise of greenwashing, lower consumption and too low margins to cushion the shocks are the main reasons given by these entrepreneurs“, explain the founders of Dream Act in a press release.
“We’ve seen many ethical businesses go out of business this year and it’s continuing to do so. Some stores won’t make it through the end of the year without our support. So this holiday season, our consumption choices matter more than ever.“, adds Séverin Prats, founder of the Ethi’kdo ethical gift card.
However, studies carried out among European consumers highlight an increased interest in eco-responsible purchases, whether seasonal or local products, second-hand items or even “made in France” products. According a survey published in March 2021 by the European Commission, 67% of European consumers claim, for example, to buy “greener” products and support local businesses. In a more recent survey carried out by Harris Interactive and published on the occasion of Green Friday, 73% say they turn to local products and 59% to products from ethical and eco-responsible brands. “But for many it remains a complicated, restrictive and sometimes even discouraging process in the face of the burden of change to be accomplished!“, suppose the creators of Dream of Act.