Every year, the same spectacle. “Black Week!”, “Mega Deals!” – a Europe-wide shopping frenzy that has long ceased to have anything to do with actual need. November acts like a magnifying glass, making it clear that Europe is losing value creation, resilience, and future viability because consumption reflexively takes priority.

By Jan Nintemann and Jochen Siegle; Photo CardMapr.NL via Unsplash

But why not turn the narrative around? Instead of Black Friday: Green Friday – or a Green Week that doesn’t trigger buying impulses, but invites reflection.

Europe Needs a New Mindset

We are dangerously dependent on global supply chains and short-lived products that are replaced faster than they are repaired. Instead of consistently focusing on a circular economy, we celebrate discount battles on disposable goods. We consume more than we create.

Sufficiency – the Underestimated Principle

Sufficiency does not mean renunciation, but quality, longevity, and intelligent decisions.

Or quite simply: Less is sometimes more.

Green Friday Instead of Consumer Frenzy

A Green Week could reset priorities: focus on repair instead of replacement, discounts for services instead of disposable products, transparency about resource consumption, and more regional value creation.

The second-hand and refurbishing market for technology is booming. Refurbished devices save resources, are high-quality – and strengthen European service businesses directly on site.

Transform IT Europe as the Key

Digital transformation is the strongest lever to bring value creation back to Europe.

Transform IT Europe shows how modern IT saves energy, stabilizes cycles, and makes supply chains transparent – and how Europe can become more technologically sovereign.

The Future is Green – not Black

What we need is a change in mindset. Less reflexes, more reason. Less quantity, more added value. And therefore: Green Friday is a start – the path continues.

See you in Brussels in May 2026 for Transform IT Europe!