Month: December 2020

MABR Cohort Perspective: Social Responsible Extends to Influencers, too

Kim Sheehan on

Today’s opinion is from Meg Krugel.

The personal is deeply political, this year more than ever before. In the weeks and days leading up to the 2020 November Presidential election, my social media feeds were ablaze with progressive posts supporting the candidacy of Joe Biden and Kamala Harris. On Election Day, I remember feeling such a sense of disassociation anytime I’d stumble across an Instagram post that wasn’t election-related. Who has time to think about reorganizing pantry shelves on the precipice of such a huge turning point for our democracy and our world? Influencers, as it turns out.

As I assessed who was communicating about voting and the election, and who wasn’t – a pattern emerged. Lifestyle bloggers (also known as influencers – or a person with the ability to influence potential buyers of a product or service by recommending it on social media) were by and large the ones making off-topic posts about food, fashion, beauty, family, and home interiors on Election Day. Some owned up to ‘keeping quiet about who they voted for’ and some never mentioned that an Election was happening at all, perhaps due to the threat of losing a corporate sponsorship – and the income that comes with it. The truth is we don’t live in a world that’s this untouched by the outcome of the most consequential election in our lifetimes. The novel Coronavirus has ravaged our communities and death counts continue to skyrocket across the country; the long-overdue reckoning around racial justice has amplified the experiences of being Black in America in profound ways and called our attention to anti-racist practice; our economy is on the brink of collapse and our environment in the throes of massive climate change. Is it influencers making this decision to keep quiet amidst this upheaval, or the corporations who sponsor their content?

Over the last five years, influencer marketing has grown from an ancillary marketing tactic to a $5-10 billion dollar industry, according to Rochele Bailis’ report “The State of Influencer Marketing” done for MediaKix.1 If corporations really want to lean into their commitment to social responsibility, then they must acknowledge the role that their paid social media influencers have in representing the brand in authentic and resilient ways. This includes the freedom to express opinions that align with a brand’s social justice values, even if it means losing a few followers (and some revenue) in the process. It’s no different than we’d recommend to a brand in the process of building a more socially responsible way of advertising. It’s a two-way street, of course, and not just the responsibility of the influencer. Brands need to look beyond aesthetically pleasing Instagram feeds, and seek out diverse social justice messengers who can authentically carry the brand’s voice on issues of social responsibility in this digital space.1 Bailis, R. “The State of Influencer Marketing: 10 Influencer Marketing Statistics to Inform Where You Invest.” BigCommerce, November 15, 2020.

Since March of 2020, the Center for Media Engagement has been studying the role of influencers in the lead-up to the 2020 U.S. elections.2 According to the influencers interviewed in a report titled “Social Media Influencers and the 2020 Election,” there’s been a change in audience demand for clear communication from an influencer. The report notes that “the current influx of personally motivated political activism is causing ripple effects throughout the social media landscape, provoking and inspiring others, and, subsequently, establishing an expectation of political discourse.” (Goodwin, 8.) The idea that influencers must shy away from hard-hitting topics like race, climate and politics is done. BuzzFeed News reporter Stephanie McNeal conducted a recent survey about the importance of an influencer’s voice on issues of social responsibility from a follower’s point of view, and found that 81% of Instagram users notice when an influencer has ignored politics, the election, Black Lives Matter, or COVID-19. Of those surveyed, 58% said they unfollowed an account because of the omission.3

Socially responsible brands need to start building and strengthening these relationships immediately, to counter the influx of alt-right groups who are increasingly using influencers and well-packaged Instagram aesthetics to convey an entirely different message. Conspiracy theory groups like QAnon have successfully used mainstream influencers like fitness gurus and beauty bloggers to push radical theories about Donald Trump saving the world from a global child-trafficking ring run by ‘liberal elites.’ Innocuous hashtags like “#savethechildren” can lead followers to more radical conspiratorial content tagged with #thegreatawakening and #wwg1wga. A recent article by Kaitlyn Tiffany for The Atlantic noted the ingenuity in this tactic — “what’s startling about QAnon’s new presence there is the way it slips in: easily, and with little visible pushback from the influencers’ communities or from the platform that hosts them.”4

Now is the moment for socially responsible brands to counter the work of alt-right groups and reclaim space on social media platforms through the active voice of the influencers who push their product. Instagram, in particular, has a highly impressionable audience – 68% of its users regularly engage with brands (while just 32% of Facebook users do).5 Brands need to court influencers who are willing to take this risk and who can stand firmly for the values the brand holds dear. In the words of one influencer platform executive from the Center for Media Engagement report: “It’s become a place where influencers are expected to say something, and they are expected to be on the right side of history if they want to continue to operate their businesses.”22

Goodwin, A.M., Joseff, K., & Woolley, S. C. (2020, October). Social media influencers and the 2020 U.S. election: Paying ‘regular people’ for digital campaign communication.
Center for Media Engagement.https://mediaengagement.org/research/social-media-influencers-and-the-2020-election

3 McNeal, S. (2020, September). “The Era of Influencers Being Apolitical is Over.” BuzzFeed News. https://www.buzzfeednews.com/article/stephaniemcneal/the-era-of-influencers-being-apolitical-online-is-over
4 Tiffany, K. “The Women Making Conspiracy Theories Beautiful: How the domestic aesthetics of Instagram repackage QAnon for the masses,” The Atlantic, Shadowland Project, August 18, 2020.
5 Atkins, C. (2020, October).
6 Business Benefits of Being on Instagram. Zimmer Communications.https://info.zimmercommunications.com/blog/6-business-benefits-to-being-on-instagram

MABR Cohort Perspectives: Time for Fast Fashion to adopt Sustainable Practices

Kim Sheehan on

Today’s opinion is from Haley Justus.

The time is now for fast fashion retailers to adopt more sustainable practicesFast fashion, stores like H&M, Zara, and Forever 21, has shaped how people shop for clothes in society today. By giving constant options and encouraging a consistent rotation of new attire, the consumer has become accustomed to searching for the next best thing. This has created a faster consumption of items that has a life span of about of no more than 10 wears, according to the New York Times. This system perpetuated by fast fashion brands fuels the amount of clothes that end up in landfills each year. According to the EPA, “Landfills received 11.3 million tons of MSW textiles in 2018. This was 7.7 percent of all MSW landfilled.”

In the wake of the COVID-19 pandemic retail sales are in free fall as people reallocate their spending priorities. The pandemic has caused consumers to pull back spending by two-thirds according to Refinery29. As profit continues to fall across the board, retailers are looking to ecommerce as their primary revenue stream. This, however, presents a new set of sustainability issues for the fast fashion industry.The transition to more digital shopping in response to the pandemic also means an increase in shipping, handling, and packaging that brings those items to the consumers doorstep. According to the BBC, “Returning items can effectively double the emissions from transporting your goods, and if you factor in failed collections and deliveries, that number can grow further.”

As the fast fashion industry continues to dive into a deeper hole, CEO’s are wondering how they keep business alive. A Refinery29 article states, “The bigger question for fast fashion is whether the model, which hinges on its prodigious volume to make the razor-thin margins work, will survive the pandemic.”

If they are already going to have to think about how to reshape their business because of the pandemic, why can’t they rethink their business models and encourage more sustainable consumerism?As much as people have stopped spending, they have also started caring. Caring more about who or what they are giving their money to and what those entities represent. An AdAge article about Gen Z stated, “73 percent of those it surveyed would pay more for sustainable items, with the majority of that chunk willing to pay a 10 percent price premium.”Fast fashion brands have an opportunity here to help save our planet as well drive some consumers back to opening their wallets for their products. They will need to vet their authenticity and actually follow through with affective strategies that address their sustainability issues if they hope to see the shift save them from decline. It’s time for them to authentically step up to what their consumer base is demanding more of and start to put planet over profit.

https://www.bbc.com/future/article/20200310-sustainable-fashion-how-to-buy-clothes-good-for-the-climate
https://www.refinery29.com/en-us/2020/04/9714553/coronavirus-effect-on-fast-fashion
https://adage.com/article/cmo-strategy/generation-z-willing-pay-more-eco-friendly-products/2227101
https://www.epa.gov/facts-and-figures-about-materials-waste-and-recycling/textiles-material-specific-data
https://www.nytimes.com/interactive/2019/climate/sustainable-clothing.html#:~:text=A%20separate%20study%20found%20that,of%20textile%20waste%20per%20year.

MABR Cohort Perspectives: Harry Potter and Inclusivity

Kim Sheehan on

Today’s opinion piece is from Haileigh Farrell.

Silly Bandz, Webkinz and Harry Potter are just a few of the staples of my childhood. Curled up on a classroom beanbag during reading time, I would find myself getting deeper and deeper into the story.

Fast forward and Harry Potter has done it yet again, capturing the hearts of many with an exclusive line with MeUndies, an underwear, loungewear and apparel company. While some fans have eagerly ordered the five epic Potter prints, which include a unique “Mischief Managed” pattern as well as one embodying each fictional house, a more serious conversation has rose around MeUndies.

On June 6, 2020, J.K Rowling created controversy with a series of transphobic tweets. This did not stop the brand from releasing the Potter collection featured in its Fall 2020 product line. Once a champion for diversity and inclusion, MeUndies had a history of being a “friend” and an “ally” to consumers. For example, the Company celebrated Pride Month in 2017 with a Rainbow Collection that showcased influential LGBTQIA+ members and has partnered with the It Gets Better Project to further empower this community.

After receiving backlash from releasing the Potter line, MeUndies went on to issue a ten-slide carousel “apology” in an Instagram post on October 30, which read “Please know that it was never our intent to hurt or offend anyone.” Rather than pulling the line, MeUndies removed the collection from the homepage wall. Yet, the prints are still available for purchase.

User comments from some quickly responded to the post, identifying an underlying motive, profits. One comment from @ohmygodsquad read, “lol just say *shrug* we don’t care because capitalism.”

Since this decision, MeUndies has dealt with a loss of trust for many customers who now feel alienated from the brand, although they once viewed it as one who empathized with their struggles and promoted inclusivity.But, this matter of mistrust is bigger than just MeUndies. It also applies to any brand associated with Harry Potter like Warner Bros, Universal Parks and Resorts, as well as bookstore or online suppliers.

So, what’s a brand to do? Stick to its values, it’s a compass that will guide their way.

MABR Cohort Perspective: The Impact of Gen Z

Kim Sheehan on

Today’s opinion is from Payton Coon.

Sometimes referred to as the “Dot Com Kids” or “Generation Connected,” Generation Z is made up of over 2 billion young adults and teens born after 1996. The generation as a whole is coming of age and changing the world as we know it, especially as it relates to brands. Gen Z is becoming a powerhouse of a generation. Not only are they more racially and ethnically diverse than any generation in history but they are also on track to becoming the most educated generation to date [3]. The kids of Gen Z grew up in the era of digital which has influenced the way they see the world and the way they interact with brands.

Historically, brands will look at generation-wide preferences to gain information on how to better serve new consumers. Majority of large corporations have one main priority: to sell products and make money for shareholders. However, Gen Z is challenging the historic business model that we know. Their preferences include transparency, trust, and brand responsibility. Growing up in a digital age full of misinformation and alternative facts, Generation Z has adapted to not only sort out the fake news, but they can also separate the fake from the authentic brands.

The National Retail Federation did a report in 2018 about Generation Z and their relationships with brands. From their research they found that Gen Z is redefining brand expectations. In the past, generations have been drawn to the lowest priced items with the highest perceived quality. However, much like Millennials, Gen Zers value brands who hold opinions and take bold stances on certain key issues. By showing that they care about the same issues, brands can foster trust with Gen Z. In this new age, Generation Z is looking to build relationships with transparent brands that they can trust. Brands need to be clear about their processes and what they stand for within their company and farther beyond to develop loyalty from Gen Zers.

As Gen Z grows in age, so does their purchasing power. According to a Forbes interview, this generation “represents up to $143 billion in buying power – and that’s without accounting for the influence they have on household spending” (Cardador). The generation as a whole is far too big for brands to ignore and they present a huge opportunity. Large companies will need to adapt to become more socially, environmentally, and economically responsible in an authentic way if they want to gain the brand loyalty of Gen Z. Brands can only do this if they have a strong set of values and a core mission that is carried out and communicated to the consumers on a daily basis. Gen Z is changing the way brands interact with their audiences, and I believe it’s for the better.

I hope that Gen Z is the push that the world of business needed to start being ethical again. This generation, if they continue to care about these issues and put their money in responsible companies, can have an astronomical impact on our society at large and the way our economy operates. I want to see businesses respond to the demands of Gen Z. Weather it’s because it’s the right thing to do or because they want brand loyalty from the younger generation; either way, if we get more sustainable and ethical practices out of it, it’s a positive in my book. I have hope for this generation and hope that we can continue to push the world in a positive direction.

MABR cohort perspective: Brand Responsibility in a Global Market

Kim Sheehan on

Today’s opinion piece is from MABR student Nathan Clark.

The other day I picked up a new video game from Japan that, while excellent in its storytelling and enjoyment, has an unfortunately archaic and unjust representation of women for our modern day… At least by American standards. And this got me questioning how brands should navigate societal standards in the international market as globalization impacts them more every year. There is no “gold standard” for advertising that all countries can use equally, so what must companies do in order to keep everyone content while also keeping true to themselves?

In some cases it’s obvious when a brand made a mistake in their foreign marketing, such as Heineken’s infamous “Lighter is Better” ad from 2018 that received immense negative backlash from American audiences for blatantly racist undertones, while being seen as largely unproblematic in several European countries. That was a problem brought about by negligence and I doubt they were trying to make a racist commercial, but it’s not always as simple as saying “don’t be racist”.

We’re more connected than ever before, and as countries share differing views on subject matter such as LBGTQ rights, gender equality, racial equality, etc. brands find themselves in a difficult situation. It can be hard to stand up for your beliefs when a divided nation has opposing views, but even harder in a foreign country where those issues aren’t even being discussed. Coca-Cola received mixed criticism for their Saudi ad showing a father teaching his daughter how to drive once their laws changed on women being allowed to drive, but the question of how much an American company is allowed to comment on another country’s culture is a complex one. There is a grey area between speaking for marginalized groups that can’t speak for themselves and a colonialist mentality where western nations impose their values on others.

At the end of the day, it’s up to companies to decide where they want to draw the line in the sand. Fighting for a cause that isn’t your own away from home is never an easy one, but perhaps stirring the pot and disrupting cultural norms is a valid way to at least get a conversation started. Even if you’re not a part of it.
https://www.nytimes.com/2018/03/28/business/media/heineken-racist-ad.
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