November 2020 – Page 4 – Advertising and Brand Responsibility

MABR cohort perspectives: how COVID could improve the fashion industry

Kim Sheehan on November 19, 2020

Today, MABR student Nicole Chan asks the fashion industry to rethink what they’re doing.

COVID is a great opportunity for the fashion industry to rebuild itself from the root up. Designers were rushing out designs with slight differences that would be appealing to buyers, and customers were trained to purchase low-quality garments with a perceived discounted price.[1] When the fashion industry is collapsing from tanking demand, this is also the perfect time to slow down fashion.

Shopping for clothes is difficult. The standardized clothing sizing systems by the Department of Agriculture in the 1940s was flawed as it primarily collected data from a small segment of the US population. Since mass-produced clothing didn’t represent the public’s body shape, brands started to size clothes based on their own preference.[2] Poor clothing construction and ill-fitting sizes undermine the shopping experience and add to the environmental burden as some retail stores often throw unsold or returned goods to the dumpster.[3] Brands not only need to make improvements on the quality of the products but also on how to help customers to find the perfect size, especially after trying on clothing in the store became a thing of the past. An at-home body measuring system might be what brands need.

Someone was already working on this. Zozosuit is an at-home tailor-made service. Users can use their smartphone camera to capture their 3D body measurement by wearing a special bodysuit. Zozo recently announced the launch of the Zozosuit 2, which can capture user body measurement more precisely than the flawed first generation.[4] Such technology can benefit both the users and brands. Users can make better decisions on sizes and style with their own 3D measurements as a reference. When the users are satisfied with their purchases, this positive user experience encourages them to repeat purchases. On the other hand, brands can collect real data, under the user’s consent, to build a new profile of American body type and to redefine a realistic and inclusive clothing sizing system that is universal across fashion brands.

With a realistic and universal sizing system, brands can focus on producing quality pieces that are timeless, durable, and well-fitted to different body shapes. At the end of the day, clothes shouldn’t be perishables that end up in the landfill of another country.

[1] Aleksander, I. (2020, August 6). Sweatpants Forever: How the Fashion Industry Collapsed.
https://www.nytimes.com/interactive/2020/08/06/magazine/fashion-sweatpants.html (Links to an external site.)

[2]Stampler, L. (2014, October 23). Women’s Clothing Sizes: When We Started Measuring Them.
https://time.com/3532014/women-clothing-sizes-history/ (Links to an external site.)

[3] Moran, P. (2019, December 13). ‘It’s pretty staggering’: Returned online purchases often sent to landfill, journalist’s research reveals | CBC Radio.
https://www.cbc.ca/radio/thecurrent/the-current-for-dec-12-2019-1.5393783/it-s-pretty-staggering-returned-online-purchases-often-sent-to-landfill-journalist-s-research-reveals-1.5393806 (Links to an external site.)

[4] ZOZO launches ZOZOSUIT 2, a 3D body measurement suit, and opens its measurement technologies, ZOZOSUIT 2 and the ZOZOMAT for business partnership. ZOZO, Inc. (2020, October 29).
https://corp.zozo.com/en/news/20201029-6375/

MABR cohort perspectives: Meeting the Moment in uncertain times

Kim Sheehan on November 18, 2020November 19, 2020

Today, Hannah Reinhardt shares her thoughts about meeting the moment in uncertain times.

We are amidst a pandemic, have just reached the end of one of the most polarizing presidential elections in the history of the United States, are experiencing the devasting effects of climate change, the mental health crisis has never been more pronounced, and marginalized groups are still being marginalized to unacceptable degrees. And yet, this is just the current predicament. As a society we will need to brace ourselves for the aftermath of all of these atrocities. This aftermath will be another new normal and we all will need to adapt. With the complexity, sadness and unpredictability of 2020 there is no better time for brands to ‘meet the moment’. We need brands like we need each other during this time of the looming unknown. Extending our community will enable us to collectively move together into each moment, but what we don’t need is disingenuity.

I looked up what others think ‘meeting the moment’ means and what I found was encouraging. The crucial elements of how and why individuals should and can ‘meet the [hypothetical] moment’ spoke to some of the most foundational values instilled in responsible brands. Author and founder of Sensitive Evolution Maria Hill states, “It is a place that includes all history and the unknown, a way of seeing that allows the current reality, and a way of addressing what is important, not what we want or do not want…” See for responsible brands it is not only about taking action just because it is what is expected of them, but it is more than that. It is about holding true to their purpose, their values, their goals and being so enormously confident in their identity that when the time comes to ‘meet the moment’ they don’t have to concatenate responses out of thin air to meet the demands of the current climate. These brands simply look through their metaphorical tool kits of strategy that have served them through their history and will continue to serve them as they face the unknown. Looking in from a stance where I have a rough sketch of what it truly means to be labeled as a responsible brand—it is overwhelmingly encouraging to see brands not waiting for their time to ‘meet the moment’ but rather to embody the concept of continuously ‘living in, beyond and among these moments’. Citations:Bharwani, S. (2020, June 30). Healthcare brands stand out amid sea of COVID-19 messaging. Retrieved November 14, 2020, from https://adage.com/article/AcuityAds/how-make-impression-amid-sea-covid-19-brand-messages/2264446Forman, T., & Morgan, S. (2020, August 14). What Does Brand Purpose Mean in the COVID-19 Era? Retrieved November 14, 2020, from https://www.bynder.com/en/blog/what-brand-purpose-means-in-covid-19-era/Hill, M. (2019, January 17). Meeting The Moment. Retrieved November 14, 2020, from https://sensitiveevolution.com/meeting-the-moment/

MABR Cohort Perspectives: Thoughts on how the pandemic is changing how we work out

Kim Sheehan on November 18, 2020November 17, 2020

Today’s thoughts are from Sidney Hur.

This global pandemic has impacted our lives in ways we would have never imagined. From school and work to health and wellness, everything has taken the back burner. Something that I have always made a priority before the pandemic hit was my mental health and overall wellbeing. I believe it is so crucial to human growth to take time out to take care of our mind and body in efforts to be more kind to ourselves.

With the global economic shut down that happened earlier in the pandemic, access to gyms and workout studios have disappeared right before our eyes and left many of us scrambling with what to do. As someone who takes health and wellness very serious, I too was having troubles with adapting to this new reality. Channeling the same level of energy, excitement, and motivation I had for workout classes and gym sessions indoors into home workouts was always a challenge for me pre-pandemic so I knew this was going to be a challenge to overcome.

With this new reality, many health and wellness brands were quick to express genuine empathy and concern to customers. The Nike Training Club app has been my particular favorite and their response to this pandemic has shown me a great sense of brand responsibility. The app has offered all premium workouts and programs for free. Not only are the workouts free, but within the Nike Training Club (NTC) app there lies a whole network. From recipes, to blog posts, to well-designed podcasts, Nike has done an incredible job in providing consumers with a community we had lost due to the pandemic.

The design of the app is designed to help anyone reach their fitness goals and stay accountable. The app essentially walks you through your wellness journey right at your fingertips. As someone who had personally gone through 8 full programs, I can whole heartedly say that I appreciate brands like Nike who eliminate this cost barrier during the pandemic for folks to achieve their highest self at home.

I should also note that not only has Nike created an ease in accessibility to workouts and wellness, but many small workout chains/studios have also utilized media platforms to stream home workouts. My usual spin and yoga studio had quickly learned the ropes of zoom and began hosting at home sessions with the option to rent spin bikes for your home.

It is incredible to see how folks are adjusting to this new norm. I think many companies have demonstrated courage and empathy during these trying times. As challenging as this time is, it is the relationships that are built between communities and brands that take optimism onto a whole new leve

MABR Cohort Perspectives: Thoughts on the Restaurant industry during and after the pandemic

Kim Sheehan on November 17, 2020

Today we feature two MABR students’ opinions on marketing during and after a pandemic. In this piece, Julia Gesink shares her thoughts on Bagging COVID: Restaurant’s Responsibility in the Pandemic and the Fight Against Plastic Pollution”

Before COVID-19 rocked the restaurant industry in early March, it seemed progress being made when it came to sustainable efforts within restaurants. Perhaps you noticed your favorite restaurant making the simple switch from plastic to-go materials, or the banning of plastic straws. Maybe you even noticed restaurants implement food waste composting. Regardless, it was proactive and important. These sustainability efforts shouldn’t be pushed to the side during this pandemic.

As we all know, when COVID-19 hit, many restaurants were forced to close abruptly for several months. When restaurants began re-opening in late May, sustainable practices recently put in place, were decimated. Fearful of spreading the virus through reusable glassware, plates, and silverware, restaurants provided single-use plastic for dine-in customers and take-out orders.

It’s no secret that plastic pollution is detrimental to the environment, but in April 2020, research also found that “the virus remains viable 3x longer on plastic than any other tested surface,” (The New England Journal of Medicine).

I currently work as a server at a popular Eugene restaurant, and for the first few weeks of the pandemic, corporate believed that using disposable cups were the safest alternative for customers. In addition to this afront on sustainability, most dine-in customers demanded plastic to-go silverware because they didn’t believe our dishes and reusable flatware were safe. For months, I cringed as I served these plastic ramicans, disposable cups, and silverware. All the while, asking myself, “is this pandemic a free pass on sustainability efforts and the ongoing climate crisis?”

According to The Economist, “The International Solid Waste Association estimates consumption of single-use plastic may have grown 250% to 300% in America since the coronavirus pandemic began.”

Although handling the pandemic is at the forefront of every business right now, it’s crucial that the restaurant industry recognizes its role within the climate crisis, and it takes new approaches in order to lower that 300% increase in plastic pollution.

During this pandemic especially, restaurants should immediately stop the use of single-use plastics for dine in, and disposable utensils and sauce packets should only be available upon request for to-go orders. Although restaurants were already cleaning dishes extensively in pre-pandemic times, new sanitization procedures approved by the CDC could be adopted in order to further gain trust with customers when it comes to reusable utensils and glassware. If financially possible, restaurants could also invest in more eco-friendly dishwashers and appliances, especially if during the pandemic things are being cleaned several times before use.

It’s imperative that restaurants find the balance of following protocols and precautions in regard to COVID in order to keep everyone safe, and that they explore solutions against single-use plastics throughout this global pandemic and beyond. The planet simply cannot afford another disastrous year of plastic pollution and extreme waste.

Links:https://www.plasticpollutioncoalition.org
https://www.economist.com/international/2020/06/22/covid-19-has-led-to-a-pandemic-of-plastic-pollution
https://www.nejm.org/doi/full/10.1056/NEJMc2004973

MABR cohort perspectives: Thoughts on the travel industry during a pandemic

Kim Sheehan on November 17, 2020November 17, 2020

Today we feature two MABR students’ opinions on marketing during and after a pandemic.

First off, Megan Danielson discusses “How The Travel Industry is Reacting to the Pandemic”

The travel industry is one that has been greatly affected by the pandemic. Arguably, travel and hospitality have been the most hit industries, being that travel is strongly discouraged, and in many places, has been banned. The global travel restrictions and advisories are in place as COVID cases rise throughout the world and the pandemic continues to create uncertainty for brands and individuals alike. Events all around the world have been cancelled, and travel in general is highly ill advised as the pandemic persists. Brands have had to adjust their operation and staff and are having to shift their marketing and messaging strategies to keep people safe.

Many tourism brands are going against their usual promotional activities as officials are encouraging people to isolate. This could look like tourism industries actively telling travelers to stay where they are, rather than plan a trip. All brands and businesses have had to make shifts in order to be proactive in their responses to COVID. It is important for consumers to feel like brands are being responsible, and in a world crisis of this extent, are taking the proper steps to keep them safe. For travel industries, this could look like instilling hope and giving consumers reassurance that things will eventually return to normal, but if they have to travel or stay overnight now, that they are taking the precautions necessary to keep them safe.

Travel brands that have continued running have had to implement serious plans and information to show how they and their customers can be responsible during the pandemic. Airbnb, for instance, has created elevated standards for every stay, and even offers online experiences for customers to replace gathering in groups and in-person experiences. Other brands are sharing how they are supporting relief efforts for COVID-19, from raising money to shipping supplies to support medical staff. Omni Hotels have created an #OmniAtHome campaign and where they are encouraging people to replicate the hotel experience through inspiring content that they provide “so that you can treat yourself to a luxurious vacation at home”.

This pandemic is proving to be one of the most impactful shocks to the tourism system that has been seen, and these brands throughout the tourism ecosystem must now have the readiness to meet demand and shifts in travel behavior, as well as be prepared for the impacts this crisis has had on customer’s confidence in brands. There is so much uncertainty for what the future holds. Brands that are pivoting their marketing to instill hope and focus on the positive are doing what they can to stay relevant during these times. Using their influence creatively during troubled times to inspire and engage their customers will lead to them seeing bigger returns when things finally go back to normal.

Read more: https://econsultancy.com/how-travel-tourism-brands-reacting-coronavirus-social-media/
https://read.oecd-ilibrary.org/view/?ref=137_137392-qsvjt75vnh&title=Rebuilding-tourism-for-the-future-COVID-19-policy-response-and-recovery
https://www.airbnb.com/d/covidsafety
https://www.omnihotels.com/covid19resources/omni-at-home/

Plant-based protein Wars?

Kim Sheehan on November 11, 2020

The large fast food chains seem to be going ‘all in’ on plant based proteins.

You’re probably already familiar with BK’s Impossible Whopper. Pizza Hut just announced that they’ll offer two Beyond Meat options: the Beyond Italian Sausage pizza and a sausage pizza with veggies.The sausage was created just for Pizza Hut.

McDonalds is poised to introduce the McPlant burger: they are partnering with Beyond Meat for this one. They see McPlant as part of a new strategic effort called “Accelerating the Arches” where, among other things, they plan to responsibly source quality ingredients and drive climate action to protect the planet.

Eating less meat is often good for us, and it’s really good for the planet. If we reduce our reliance on both meat and dairy, global farmland use could be reduced by more than 75% – an area equivalent to the US, China, European Union and Australia combined – and still feed the world. These actions will reduce greenhouse gases, global acidification, and water use, according to a study in “Science”. But I’m guessing these fast food giants want to tap into an increasing number of ‘flexitarians’ who are eschewing fast food for more quality offerings. Will moving to plant-based proteins work? We’ll see.

Gap’s Election Hoodie

Kim Sheehan on November 5, 2020November 5, 2020

Retailer Gap (and if you’re old like me you still call it The Gap) posted this on social media what they thought was a ‘heal the world’ hoodie just in time for election day.They announced the product with a tweet reading “The one thing we know, is that together, we can move forward” followed by a red heart and a blue heart.

Gap had already started a ‘come together’ effort in September, with the introduction of this ad which recalls their usual holiday offerings.. And who can’t convince themselves to buy a new hoodie (although this one isn’t for sale, anywhere)? And isn’t it a good idea for brands to step up during these stressful times to get us all to, um, come together?
Well, not according to Twitter, where Gap was ridiculed for a tone-deaf campaign. According to People magazine, Chrissy Teagan tweeted that “we can all walk sideways depending on what city we’re in.”
People reports that a spokesperson from the Gap told them:

“From the start we have been a brand that bridges the gap between individuals, cultures and generations. The intention of our social media post, that featured a red and blue hoodie, was to show the power of unity. It was just too soon for this message. We remain optimistic that our country will come together to drive positive change for all.”

Maybe this would work in a few weeks. Maybe at inauguration time. But when things are so stressful? Not so much.

Sidebar