Photo © Rupert Pessl / Circular Monday.Circular Monday, the world’s largest campaign for circular consumption and a global counter-movement to Black Friday, is breaking new international records. According to a recent compilation (1–27 November), this year’s campaign has reached a potential global reach of 108 million.
The campaign, which is run entirely non-profit and with no marketing budget, has now spread to:
58 countries
1,484 companies, organizations & influencers (buddies officially participating in the campaign and in the Circular Monday database)
31 global volunteers
The timeline shows rapid international expansion:
1 country in 2017
42 countries in 2024
and 58 countries in 2025.
The number of participating buddies is growing at the same pace:
from 30+ in 2017, to 1,400+ in 2024, and now almost 1,500 in 2025.
Reach has developed in the same way:
from 74 million reach in 2019, to 41 million in 2024, and this year 108 million - the highest ever recorded for the campaign.
During this year’s campaign, Circular Monday has been highlighted by several major international media outlets, including MSN, La Repubblica, CTV News, Expansión, and European actors such as Europe Direct.
Circular Monday was founded in Malmö in 2017 by Henning Gillberg and co-founded shortly afterwards by Alexandra Davidsson. Since 2020, the movement has carried its international name and has developed into the world’s largest campaign for circular consumption.
After Henning’s passing in 2022, he chose to pass the campaign on to Alexandra, who has continued to lead the movement in his spirit.
Today, the campaign engages everything from local repairers and vintage stores to cities, researchers, international brands and EU-level actors. Since 2023, the campaign has been organized globally by ClimateHero, with support from organizations such as Cradlenet and run together with a global team of 31 volunteers.
“What began as something small in Malmö has become a global countertrend to Black Friday and the world’s largest campaign for circular consumption. This year’s record shows that people around the world are ready to leave throwaway culture behind.
These numbers are about engagement – not marketing budgets. Circular Monday is run with a budget of 0 kronor. Imagine if just 1% of all Black Friday marketing had gone to circularity. What kind of world would we have then?”
Full global data report for the period 1–27 November is available upon request.
Alexandra Davidsson
Co-founder, Circular Monday
+46 730 813 630
hello@circularmonday.com
circularmonday.com
Circular Monday is a global campaign and non-profit initiative promoting circular consumption through repair, reuse, sharing, and upcycling instead of buying new. Celebrated annually on the Monday before Black Friday, this year on November 24, 2025, it brings together 1,500 businesses, organizations, and changemakers across 58 countries to make circular solutions visible and accessible to everyone. Founded in Sweden in 2017, Circular Monday is now organized by ClimateHero together with partners around the world, working to make circular consumption the new standard.
