Fu*ck Black Friday. Let's do Citizen Friday instead.
Sick of all the #BlackFriday emails? Enter #CitizenFriday! The antidote to consumption is community. It's agency. When you repair something with a friend, when you lend to a neighbour, when you get outside - you're not just reducing waste. You're building the world you want to live in.
We've been told that buying things is the answer.
That the right purchase will fix our loneliness, make our lives richer, fuller. That if we can afford it, we've made it. We deserve it. We should feel good about ourselves.
Black Friday counts on this. It sells us the story that consumption is care.
So on Friday November 28th (and every Friday!) we're choosing something different - #CitizenFriday. When you see another #BlackFriday email - think of #CitizenFriday instead!
The Re-Action Collective crew started Citizen Friday because they saw something clearly: we're being sold a lie, and it's killing us.
The constant message that we need to buy more, own more, consume more - it's draining our communities, our mental health, and our planet. But during the very first Citizen Friday campaign in October 2023, something shifted.
They realised that the antidote to consumption is community. It's agency.
It's the simple, radical act of choosing to do things together instead of alone.
When you repair something with a friend, when you lend to a neighbour, when you get outside with people you care about - you're not just reducing waste. You're building the world you actually want to live in.
That's why we're so passionate about this: we see that the real fix for loneliness, for emptiness, for the feeling that something's missing, isn't another purchase. It's a connection. It's belonging. It's being part of something that matters.
Citizen Friday is about three things. That's it
Share. Lend to a friend. Borrow from a neighbour. Buy second-hand. Swap skills. Give your time. It's that simple.
Repair. Fix your favourite jumper. Find someone local to mend your kit. Celebrate the life of the things you love. Make them last.
Get outside. Go for a walk. Meet people. Breathe fresh air. Feel better—actually better.
That's it. That's the whole thing.
Just you, your community, and choosing to do things differently.
On November 28th, pick one thing and do it.
Share it. Tag it #CitizenFriday.
Who's with us?
