People
The People Pillar is one of the the four vital components to make a brand successful and, most importantly, sustainable. It aims to not only promote gender equality, which is often misinterpreted throughout the economy, but to also end poverty and hunger while promoting good health and wellbeing to the working class. “Without good people, it doesn’t really matter how efficient the process is or how good the product is if you can’t get the team to execute” (Stephen Butts, Medium, 2021)
Generation Z are the those born between 1995 and 2010 and are the first generation that were entirely exposed to the internet at an early age. Unlike other generations, they are non – stop using their platforms as their number one form of communication and are always following trends. Furthermore, Gen Z has easily adapted to using the internet for almost everything, and therefore 43% of young consumers said they’re willing to purchase a product based on an influencer’s recommendation, and 49% said they like shopping directly from social media (The Bottom Line, Mackenzie Born, 2023). This is because, they are familiar with the internet and know where and how to find exactly what they are looking for – unlike Gen X who would prefer to shop in stores (Statista Research Department, 2022).
Gen Z is attracted to brands that are convenient for them while also being eco-friendly and sustainable. One in three Gen Z consumers have abandoned a brand in the last 12 months based on that brand’s reputation for sustainability and ethics (The Bottom Line, Mackenzie Born, 2023). Furthermore, something as small as a delivery charge or not being able to return an item in store, can push away a Gen Z customer from buying a product. As this generation is formed of young people, they can’t afford to pay too much for an item thus, they are attracted to brands that offer sales and discounts.
In order for a brand to be successful, they have to be inclusive and mindful of their customer’s demands. Likewise, brands have been trying to portray diversity more than ever. In 2017, Nike launched their first “Pro Hijab” which was designed for Muslim female athletes who complained that working out in a standard hijab is too sweaty and makes hearing difficult (VERCIDA, 2019). Additionally, in the process of making this garment, Nike involved these women to design it to their needs and liking.
Reference list:
https://employerblog.vercida.com/nike-showing-commitment-to-inclusion-through-design
https://stephen-butts.medium.com
https://blog.hubspot.com/marketing/how-each-generation-shops-differently