Last week, you may have been part of the stampede at your local shopping mall and gotten some great deals due to the annual "Black Friday" sale. It has become something of a tradition, dare I say, a new American pastime, where we expect deep discounts on all the stuff we have been wanting to buy for ourselves and our loved ones.


I, too, participated in this much anticipated event, with my company, To-Go Ware, when we offered our own 4-day Black Friday sale (a whopping 30% off all of our merchandise on our website). It was a tremendous success, bringing in a few hundred orders, just as we had anticipated. But as we geared up for the big day and sent out a giant email blast with the blessed coupon code, I received the following email from a customer:

Hi there,
I love your products and do give them as gifts. I usually enjoy hearing from you, and this time I was a little concerned. I am a fellow environmentalist of many years in Santa Barbara, California, and I remember when the environmental movement itself created Black Friday as a protest to the biggest consumer holiday of the year. The fact that it has, in turn, become an even bigger shopping holiday than before, is certainly ironic, and possibly insulting to any serious environmentalist over 40. As I am sure you can conclude, this is of no consequence to most businesses, but your business, given it's otherwise positive environmental contributions, is more likely to be directly impacted so you may choose to be a little more selective in your celebrations and advertisements. I won't be shopping the day after Thanksgiving, and I encourage you to lovingly examine your business practices on that day as well, and as you are already doing, work toward a more sustainable, just, and fulfilling future for all.

With respect and in peace,
Rachel
Citizen

Now, we get tons of emails on a consistent basis from people who like to give feedback about everything from product ideas to complaints. But this one really struck me. Had I strayed from my core values? Had my intentions been too opportunistic and taken me out of alignment with what I know and believe in? Was I promoting the very thing I started the company to alleviate?  Perhaps too, it was the compassionate tone of the email, that allowed me to really take it to heart. I was impressed with this woman and the way she chose to share her opinion, as opposed to it being an emotionally charged and angry rant (which is the more frequent manner in which customers tend to share their opinions). 

I thought about this email for a full week before I could respond. I thought about it all through Thanksgiving dinner and as I watched each sale attributed to our Black Friday sale roll in.  What an opportunity this woman had given me. As I had a moment with the holiday to pause and step out of the office and the day to day frenzy, I was able to take stock and understand my position. Like a good yogi, I watched my mind experience a whole gamut of emotions ranging from guilt to defensiveness to pride. I finally found the voice and the words to reply that seemed to articulate the challenge I felt, as well as my gratitude for her sharing.

I thought I would share my response:

Hi Rachel,
My name is Stephanie Bernstein, and I am the founder and CEO of To-Go Ware.  I wanted to thank you for your email--it struck a chord with me on many levels.

First and foremost, I want to thank you for sharing your opinions in such a compassionate way--we so often receive feedback from customers who seem to enjoy attacking us when we misstep or make a choice they disagree with. Your email expressed your sentiments in a way that I appreciated and consequently, I was able to hear your feedback in a subjective way.

My initial response is to convey the conundrum one can encounter when running a consumer product company in this day and age. It can often become a catch 22 when you are trying to simultaneously encourage people to reduce their consumption and waste while you are selling them a product. I share your feeling about what has become of our holidays and that making Black Friday a national pastime where the more you buy the better, does, indeed, make me cringe.

However, our company has a mission to try and reach a broader swath of the population than the early adopters (such as yourself), and our products are designed to make it easy and enjoyable for someone to make a difference in the world. By participating in Black Friday, it is one of the best opportunities we have to reach consumers who may otherwise buy a less mindful product, or who may be on the fence about choosing reusables and this gives them a reason to say yes. In addition, due to the current state of the economy, running a sale such as this helps our customers who need to stretch their dollars further this year, and who want to purchase gifts that matter.

All this being said, I still hear your email. I've thought about it everyday since you've sent it (apologies for my delay in reply, I have been traveling). And I thank you for sharing it, it has been a great mirror for me to look in as I evaluate our messaging and our core mission. I always appreciate feedback from those who are working alongside of us to help the planet, and am appreciative of your taking the time to help me reflect on where we are after 7 years in business.

I hope you enjoy the holiday season and all the best,
Stephanie

I believe my work in this world is to remain mindful while participating in the world around me.  It is a constant dance, a balance I am always trying to strike more carefully. So this year I am thankful that there is a forum where someone can share their thoughts with me on how my actions may be perceived and that I can take the time to take those thoughts to heart. Perhaps consider your own participation with consumption and holiday shopping, and do a little check-in for yourself on how it sits with who you believe you are. Allow yourself to see truly what it is that you find. And give thanks.

Stephanie Bernstein is the Founder and CEO of To-Go Ware. She has been practicing and teaching yoga for 12 years and currently resides in Oakland, CA.