What is White Monday?

White Monday is the day for circular economy that is the antidote to Black Friday. It always occurs on the monday before Black Friday, so this year White Monday happens on November 25th.

Why is it called White Monday?

White Monday simply started as a play of opposites with the mega-sales day “Black Friday”. It was named Black Friday in the early 60’s, when businesses in the U.S. changed colour of sales numbers, where red means loss and black means profit.

Black Friday stands for linear, wear & tear consumption and competition.

The opposite is circular consumption & collaboration. So we chose Monday instead of Friday, and to illustrate the opposite as clearly as possible, we chose the colour White, like Yin & Yang.

Why White Monday?

The world is already full of wardrobes stuffed to the brim, unused tools and huge piles of trash. We have produced enough, and Mother Earth is tired. It’s time for us to take responsibility, and turn the waste into resources.

Internet makes it easy for us to rent & buy second hand items, and gives us the knowledge of how to reuse & repair. We believe that the future is a circular & sharing economy instead of the old, boring and linear wear & tear economy and Black Friday. And we believe that we’re the ones that will make the difference, by creating White Monday together.

Join the circular movement, together with 200+ organisations, influencers & companies worldwide.

What happens on november 25?

• During the day, all the buddies (organisations, influencers, companies) share a picture on social media with the hashtag #whitemonday.

• Some of the buddies give discounts on circular goods and services (you will find them on this website.)

What is circular economy?


"A circular economy is based on the principles of designing out waste and pollution, keeping products and materials in use, and regenerating natural systems." (source: Ellen McArthur Foundation)

To make it simple, circular economy is about sharing, renting, mending, borrowing, upcycling, redesigning and recycling. It is the new way of doing things, instead of the good old "wear and tear".

What’s in it for you/your company?

Show your customers, followers, colleagues and yourself that you want the future to be circular, instead of linear. Take a stand against unnecessary consumption of new things, and re-love what’s already produced. And hey, why not give your customers a circular discount during White Monday? Most of our buddies had all-time high in sales during White Monday 2018.

White Weekend/Week?

We believe that great impact is created if there’s only one day to focus on. Although some of our buddies choose to have ”White Weeks” on their own initiative, which is completely fine. The more circular businesses and campaigns, the better!

But We/I embrace circular economy all the time?

That’s great. Let’s do it together as well. Then you’ll have more circular buddies to collaborate with! We all share the same goal.

How and where?

We have buddies from both Europe and America who will participate with activities both in the digital and the physical world. You’ll see stores furnished and employees dressed in white, and social media will be filled with content under the hashtag #whitemonday. Join the circular movement!

But no consumption = no economic growth?

Glad that you ask. It’s possible, and nowadays common, to grow both scalable and profitable circular companies within a market economy. For instance:

• Marketplaces that allows you & me to sell our stuff second hand online creates growth by providing a smooth platform.

• The music and movie streaming services from rent out music, TV shows and movies instead of producing millions of plastic CDs which then has to be shipped around the world and ultimately end up in landfill.

And sharing economy is booming, in large part thanks to the internet. You can now rent villas, apartments & rooms all over the world, and earn money renting out your own home.

In other words, the ones who circulate most efficiently will grow the most, and provide people with new kinds of jobs. Good huh?

Not to mention the large number of people who lose their lives every year due to the environmental destruction our huge overconsumption causes. Environmental pollution in air and water already causes 15 times as many deaths as war worldwide.

How do I participate?

On White Monday, November 25th, share a photo of yourself (or a group if you are more than one person) holding up a sign that reads #whitemonday and share on social media including the hashtag #whitemonday. Please feel free to be as creative as you want with the photo!

Here are some examples from White Monday 2018:


Who started it?

The concept White Monday was founded in November 2017 in Malmö, Sweden, by the circular cloth-repair start-up Repamera AB, only 1,5 weeks before the day occurred. During 2018, the Swedish non-profit association ”Medveten Konsumtion”, which means Responsible Consumption, joined the team tas organizers, and will keep doing so in 2019.

Is it growing?

30 buddies joined the first year, 2017, and 6 million Swedes were exposed to the hashtag #whitemonday. Back then, as mentioned before, the planning started only 1,5 weeks prior to the day.

During 2018 the planning started 6 months before, and the result mirrored that. Together over 120+ organisations and 60+ influencers created a huge buzz:

• 25+ million people was exposed to the hashtag,

• 200+ newspaper articles (Sweden, Finland & Spain)

• 40+ clips in radio & TV