People
The “people” pillar is a concept referring to other extended pillars including economic viability, environmental protection, and social equity pillars which are ideas often found in the context of sustainability and corporate social responsibility (Bracco, N.D). It focuses on the impact an organization has on its people, which includes employees, customers, and the broader community (Indeed, N.D). Therefore, this pillar recognizes the importance of treating people ethically, fostering inclusivity, and ensuring well-being within the organization and beyond.
Understanding Gen Z as consumers involves recognizing that this generation places a strong emphasis on values associated with the “people” pillar. Gen Z is – loosely – people born from 1995 – 2010 (McKinsey & Co., 2018). Through surveys, there were four notable behaviors of Gen Zs revealed. We value individual expression and avoid labels, we mobilize ourselves of a variety of causes, we believe profoundly in the power of dialogue to resolve conflicts and create positive change, lastly, we approach decision-making and interactions with institutions through a highly analytical and pragmatic lens (McKinsey & Co., 2018). Therefore, such behaviors would influence Gen Zer’s view of consumption and relationship with brands. Brands should focus on three implications for this generation:
- Consumption as access rather than possession (McKinsey & Co., 2018) – perhaps brands should shift focus towards offering subscription-based models and access-driven experiences, acknowledging Gen Z’s preference for on-demand services over traditional ownership.
- Consumption as an expression of individual identity (McKinsey & Co., 2018) – brands should enable personalization and encourage user-generated content, aligning with their desire for self-expression and individuality.
- Consumption as a matter of ethical concern (McKinsey & Co., 2018) – Embracing sustainability, social responsibility, and transparency in their practices, brands can resonate with Generation Z’s values and ethical concerns, fostering loyalty and relevance among this socially conscious generation.
One notable example on top of my head that has responded to diversity in the fashion and cosmetic industry is Chanel. Chanel debuted its revolutionary makeup brand “Boy de Chanel” on September 1st, 2018 in South Korea (Forbes, 2018). The introduction of this line represents Chanel’s commitment to breaking down gender barriers in the cosmetics industry, where makeup has traditionally been marketed toward women. The brand recognizes that people of all genders have a diverse range of beauty needs and desires. Therefore, this launch has once again responded to the evolving understanding of beauty and the importance of inclusivity. This initiative aims to make makeup products more accessible and relevant to a wider audience, regardless of gender, embracing diversity and self-expression in the beauty and fashion world.
Lastly, in the competitive fashion industry, success relies on crucial people skills including:
- Creativity – essential for innovative design and trendsetting.
- Effective communication – fostering teamwork and brand identity internally and externally.
- Adaptability – ensures fashion brands remain relevant and successful in the dynamic and competitive market due to the fast-paced changes in trends, technology, and consumer preferences.
Bibliography
Francis, T. and Hoefel, F. (2018) ‘True Gen’: Generation Z and its implications for companies, McKinsey & Company. McKinsey & Company. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies (Accessed: 15 October 2023).
Hillman, J. (2022) The Fashion Entrepreneur Skills You Need in 2022, James Hillman Fashion Consultancy. James Hillman Fashion Consultancy. Available at: https://www.jameshillman.co.uk/blog/2021/1/24/the-fashion-entrepreneur-skills-you-need-in-2022 (Accessed: 15 October 2023).
Leigh, T. (2018) Chanel Debuts Revolutionary Makeup Line For Men: ‘Boy De Chanel’, Forbes. Forbes Magazine. Available at: https://www.forbes.com/sites/tiffanyleigh/2018/08/27/chanel-debuts-boy-de-chanel-male-makeup-collection/?sh=cb49aeae3c58 (Accessed: 15 October 2023).
(No date). Available at: https://uk.indeed.com/career-advice/career-development/three-pillars-of-corporate-sustainability (Accessed: 15 October 2023).
(No date). Available at: https://uk.indeed.com/career-advice/career-development/three-pillars-of-corporate-sustainability (Accessed: 15 October 2023).