Purpose

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The purpose behind a brand is completely subjective, and varies from brand to brand, however, in the modern day, sustainability amongst younger consumers, Gen Z, has become an important issue that brand’s today have communicated in order to be successful. 

Nike is a brand in today’s market that executes this well. Their aims and ideas have been known to evolve with the times, with their support in social justice with the Colin Kaeparnick advertisement (Nike, 2018). Celebrity endorsement is not a new phenomenon to Nike as they continue to use their platform and collaborations to communicate their fight for sustainability to their consumers; take their collaboration with Billie Eilish on their Nike x Billie Eilish AF1 Low which used leftover material waste from the artist’s prior collaborative AF1 High to create a new aesthetic for an iconic silhouette (Nike, 2022). Nike’s ability to use relevant celebrity collaborations to support their new aims to improve sustainability across production. 

“We are committed to being an ethical, modern and honest company without compromising on luxury or quality” (Stella McCartney, 2021) That is the mission statement of Stella McCartney, a brand that communicates extremely well with Gen Z as well as embodying the importance of a brand philosophy. McCartney is known for never using leather, fur or exotic skins in her collections. She uses organic cottons, low-impact dyes, and embraces new techniques and materials as they emerge. The company has also partnered with Natural Resource Defense Council in its ‘Clean by Design’ initiative which aims to reduce waste and emissions from production and manufacturing practices (Gwilt, 2014). The authenticity in McCartney’s actions with her brand translates to the brand’s consumers and is the reason why they are so successful. 

To conclude, purpose is the base behind a brand, and can be what separates a brand that sells products and a brand that sells an image. The future generation, Gen Z, are more gravitated towards authenticity, meaning brands today will have to continue to be open with their consumers in order to remain relevant and build on their success. 

Reference List:

  • Nike (2018) Dream Crazy 
  • Nike (2022) Nike x Billie Eilish AF1 Low
https://about.nike.com/en/newsroom/releases/nike-x-billie-eilish-af1-low
  • Stella McCartney (2021) IMPACT REPORT 
https://www.stellamccartney.com/on/demandware.static/-/Library-Sites-StellaMcCartneySharedLibrary/default/dwce449f0d/report/EcoImpact_2021_CM_FINAL.pdf
  • Gwilt, A. (2014) Chapter 2 – The life cycle of a garment.
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