People:
The concept of “People” constitutes one of the four pillars of sustainability, underscoring the importance of diversity and inclusion, principles that should be maintained and represented at all times. Humanity exerts a significant impact on the world; for instance, the neglect of certain environmental issues by humans can lead to damage to the Earth, ultimately resulting in a multitude of global challenges. As an illustrative example, the fast fashion industry is already contributing to numerous issues, such as the pollution of rivers and the depletion of water sources. Therefore, there is an imperative need to promote sustainability, with sustainable fashion emerging as a viable alternative to fast fashion.
Generation Z, individuals aged between 11 and 26, born from 1997 to 2012, displays distinctive shopping patterns. They exhibit a preference for both online and in-person shopping experiences. This generation is highly immersed in technology, making extensive use of advanced technological tools. Furthermore, Generation Z has a considerable capacity to influence others and, conversely, be influenced by external factors. They are particularly influenced by social media platforms like Instagram and TikTok, as well as prevailing trends. Generation Z has specific criteria that must be met when they engage in shopping. They are acutely socially aware of global and local events. Diversity is a core value for Generation Z, and they actively seek it when making purchasing decisions. The absence of inclusion and diversity in a brand’s representation significantly reduces the likelihood of Generation Z’s support. Consequently, diversity must be consistently incorporated into advertisements and marketing. Moreover, Generation Z is acutely aware of sustainability and its importance, with 34% of them believing that brands neglecting environmental issues should be subject to boycott.
A report by Drapers on Generation Z and Millennials in 2022 reveals that Generation Z is one of the only generation which has grown up with technology as a huge part of their lives. Hence, brands should target Generation Z as their primary audience.
To attract Generation Z, brands should focus on the quality of their products, as well as the quality of their video content. Brands should utilize popular platforms such as TikTok, YouTube, and Instagram, which are widely favored by Generation Z. Additionally, brands should consistently emphasize authenticity. Collaborations with influencers represent an effective strategy for engaging Generation Z, especially given their substantial influence. Furthermore, Generation Z prefers humorous and relatable content, making it essential for brands to incorporate these elements into their advertising and promotional efforts.
Nike serves as a prime example of a brand that has responded effectively to the call for diversity. One of Nike’s campaigns, “Until We All Win,” centers around indigenous people and LGBTQIA+ athletes, utilizing sports as a source of inspiration. In addition, in 2017, Nike introduced a hijab for Muslim women, enabling their participation in sports with comfort and inclusivity. In 2019, Nike expanded its inclusivity efforts by launching swimwear tailored to the needs of Muslim women. Nike is renowned for consistently incorporating diversity in its campaigns and advertisements.
The key interpersonal skills that may be essential for brands to achieve success include effective communication, collaboration, and a commitment to respect. Communication holds utmost importance, facilitating the expression of diverse perspectives and contributing to the constructive resolution of disagreements. Collaboration can significantly boost a brand’s popularity and recognition, particularly when engaging with celebrities and influencers. Brands that fail to prioritize inclusivity and respect towards individuals are unlikely to experience substantial growth.
Refrences:
Age Range by Generation – Beresford Research
Gen Z and the Future of Consumer Behaviour | Mintel
Marketing to Gen Z: What the new consumers want | Bazaarvoice
4 Brands Embracing Diversity in Their Content | Pixlee TurnTo Blog
Fast Fashion and Its Environmental Impact in 2023 | Earth.Org
Gen Z and Millennials 2022 – Drapers (drapersonline.com)