PEOPLE

People

The pillar under discussion this week is “People – Gen Z”. In a colloquial sense Gen Z is kids born between 1996 and 2010. By far, the oldest child is 27 years old and the youngest is in middle school. Due to the rapid development of technology in recent years, GenZ is surrounded by a huge digital world and can be called ’’digital natives’’, they spend a lot of time on the internet, such as shopping, working and making friends. They are also concerned about global and gender equality issues such as climate change, and many of them report daily on their thoughts about the fate of the planet and sexism. (McKinesy&Company, 2023) Unfortunately, Gen Z is facing a health crisis, with studies finding that more than 40% of them suffer from mental illness, the highest prevalence of mental illness compared to other generations, and the outlook is bleak!(Jennifer Newson, 2021).

Gen Z & Consumers & Brand

Gen Z consumers are a unique and influential demographic group with distinct preferences and behaviors that have been shaped by their upbringing in the digital age. Emma Spagnuolo, in an interview on the McKinsey Podcast, mentioned how Gen Z is different from the rest of the generation:’’ And this is a place where millennials and Gen Z diverge. Whereas a millennial is looking more for that kind of showcaser status-‘Look at me wearing this brand item’-a GenZ is looking more for this item that shows that they’re different, they’re unique. And if they find it from a luxury brand, then they’re absolutely willing to pay for it.”(The McKinsey Podcast, 2020) As mentioned in the previous section, Gen Z is concerned with sustainability and the pursuit of uniqueness. In order to appeal to consumers, brands should be ethically sourced in terms of design and production, fair labour practices and environmentally friendly materials. Embracing digitalisation, diversity and tailored services are key elements in preparing for the promotional aspect(Mitterfellner, 2023).

Successful fashion brands often rely on a combination of technical and creative skills, as well as effective people skills. Strong and effective communication skills are vital in the fashion industry. This includes the ability to articulate ideas, give and receive construction feedback and clearly communicate the brand’s vision and values to team members, partners and customers. Adjusting and improving a product or service because of an inability to communicate correctly and effectively can have irreversible consequences.

Figure 2-3. VOGUE – Mia And Romeo Are Pin-Ups For Gen-Z Couple’s Style(Kessler, 2022)

CVS Pharmacy

One prominent example is the ”Beauty Mark” programme launched by CVS Pharmacy, a cosmetics and beauty brand from the U.S. CVS launched the campaign as part of its commitment to promoting more realistic and inclusive beauty standards. The promisd in 2018 that they would not materially alter beauty images created for shops, marketing materials, website, apps or social media(CVSHealth, 2021). In short, the plan would ban the use of software such as Photoshop, and CVS introduced new watermark symbols on unaltered images to indicate that the images were unretouched. “Beauty Mark” enabled diversity in models from a variety of backgrounds, body sizes, ethnicities, ages, and gender identities to represent a broader range of beauty ideals. The brand also worked with media psychologist Dr. Pamela Rutledge on a survey which found that the majority of women, who were inspired by unedited images of models online, became more confident than ever before, proving that the ”Beauty Mark” programme is on the right track(Simeon, 2021).

Reference List

CVSHealth (2021) CVS Beauty Mark, Leading Health Solutions Company. Available at: https://www.cvshealth.com/news/innovation/cvs-beauty-mark.html# (Accessed: 14 October 2023).

Jennifer Newson Ph.D. (2021) Is gen Z in crisis?, Psychology Today. Available at: https://www.psychologytoday.com/gb/blog/measuremental/202104/is-gen-z-in-crisis (Accessed: 12 October 2023).

Kessler, A. (2022) Mia and Romeo are pin-ups for gen-z couple’s style, British Vogue. Available at: https://www.vogue.co.uk/fashion/gallery/mia-regan-and-romeo-beckham-couple-style (Accessed: 14 October 2023). 

McKinsey & Company (2023) What is gen Z?, McKinsey & Company. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (Accessed: 14 October 2023).

Mitterfellner, O (2023) Luxury Fashion Brand Management : Unifying Fashion with Sustainability, ProQuest Ebook Centra. Available at: https://ebookcentral.proquest.com/lib/ual/reader.action?docID=7260416&ppg=240 (Accessed: 14 October 2023).

Simeon, A. (2021) CVS hit a huge transparency milestone in its beauty aisle, CVS Beauty Mark Initiative Reaches Full Compliancy. Available at: https://www.refinery29.com/en-us/2021/05/10484201/cvs-beauty-mark-campaign (Accessed: 14 October 2023).

The McKinsey Podcast (2020) Meet Generation Z: Shaping the future of Shopping, McKinsey & Company. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generation-z-shaping-the-future-of-shopping (Accessed: 14 October 2023).