PEOPLE

The people pillar focuses on consumers, whether it be the individual or a generation. The pillar questions what brands need to do in order to gain consumers.

Identity, diversity and sustainability are at the core of the Gen Z as a consumer. The generation is growing up in a time where self-expression is at the heart of modern culture. Due to the generation being digital natives, consumers are hyperaware of the world around them, in terms of their place in the world, as being responsible for who and where they buy from, “from earliest youth, they have been exposed to the internet, to social networks, and to mobile systems. That context has produced a hypercognitive generation very comfortable with collecting and cross-referencing many sources of information and with integrating virtual and offline experiences.” (Francis, Hoefel, 2018). Covid was one of the most prominent and defining times for the generation; identity and self-expression was explored in new ways. Being alone, many people were able to decide who they were, away from the noise of society.

Figure 1: Gen Z & Millennials Use Social Media Differently (Unknown, 2021).

To attract Gen Z as a consumer, brands have to be aware of the current social climate, that pays attention to how clothing is made, who it is made for and how the garments will make the consumer feel. “Generation Z is the most complex and critical generation from all times, aspects that deeply affect their buying decision process.” (Camelia, 2014). In a time period of fast fashion and fast changing trends, brands have to be considerate towards creating clothing the generation wants, whilst understanding the ethical appeal the clothing has.

Figure 2: Fenty Beauty Exposed—and Helped Remedy—the Makeup Industry’s Lack of Inclusivity (Klara, 2022).

In response to a generation which takes diversity into consideration when purchasing, brands such as Fenty beauty set the standard of inclusivity, in terms of makeup shades. The “Fenty 40” (Wilson,2020) is used by brands to make sure they are reaching the accepted standard set by consumers. When the brand launched, instead of following what other makeup brands typically do, releasing 20 or 30 shades and expanding if the product is successful, Rhianna decided to release 40 shades, showing the consciousness towards each and every consumer. Gen Z consumers are speaking up on how they should feel when purchasing from a brand, wanted and included, brands such as Fenty have become aware of this desire.

In terms of how brands themselves can be successful, being an avid listener in what their consumers want to get out of the brand itself is vital to building a successful brand as Gen Z becomes the majority. In a society that is so transparent through social media, brands ultimately need to understand that they need consumers trust.

Bibliography:

Camelia, A. (2014). STRATEGIC CONSIDERATIONS ON HOW BRANDS SHOULD DEAL WITH GENERATION Z. Available at: http://economice.ulbsibiu.ro/revista.economica/archive/66501budac.pdf. (Accessed 13 October 2023).

Francis, T. and Hoefel, F. (2018). ‘True Gen’: Generation Z and its implications for companies. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies. (Accessed 13 October 2023).

Klara,R. (2022).Fenty Beauty Exposed—and Helped Remedy—the Makeup Industry’s Lack of Inclusivity. Available at:https://www.adweek.com/commerce/fenty-beauty-makeup-industry-rihanna-revolution/. (Accessed 13 October 2023).

Unknown. (2021). Gen Z & Millennials Use Social Media Differently. Available at:  https://www.ypulse.com/article/2021/02/22/gen-z-millennials-use-social-media-differently-heres-x-charts-that-show-how/. (Accessed 13 October 2023).

Unknown. (2023). What is Gen Z?. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z. (Accessed 13 October 2023).

Wilson, A. (2020). Makeup in the world of beauty vlogging. Available at: https://books.google.co.uk/books?hl=en&lr=&id=v3n_DwAAQBAJ&oi=fnd&pg=PA37&dq=fenty+beauty+and+diversity&ots=kE8C-9D1w4&sig=3-2sDtziCW7G8LfEk_vufO5A1mE&redir_esc=y#v=onepage&q=fenty%20beauty%20and%20diversity&f=false. (Accessed 13 October 2023).