People
People serve as the foundation for all other pillars because they have a substantial impact on all aspects of global culture and society. Synergy, innovation, and diversification are among the most critical elements in today’s society’s well-being.
Goals such as equal opportunity and life satisfaction are becoming increasingly important, particularly for the current generation, Gen Z.
Generation Z refers to those born roughly between the years of 1995 and 2010. This generation is the first to be born as digital natives, therefore they have been exposed to the influence of the internet, different forms of communication systems, and social networking sites. This means Gen Z is comfortable with gathering and merging information from numerous sources and connecting virtual and physical experiences (Francis & Hoefel, 2018).
While the senior half of the generation has just begun working, the younger half is still attending school. ‘Zoomers’ are the world’s largest generation, boasting $3 trillion in yearly spending power(Robinson, 2021). In relation to consumer behaviour of Gen Z, this corresponds to a preference or desire for digital purchases, with 44.8% of Gen Z and millennial respondents selecting the internet as their preferred channel(Moran, Graeme, 2022). In 2021, 58.2% of those surveyed claimed environmental and ethical sustainability were either reasonably or crucially important. It began to expand in comparison to the previous year’s figure(Draper, 2022). To gain access to Gen Z’s interest in purchasing, brands must bring benefits, authenticity, and ethical business practices. This might range from developing with sustainability in mind to adopting ecologically responsible materials and the use of animal fur. One example will be Stella McCartney, which committed to no leather, feathers, fur, or skin since day one.
It is crucial for companies to assure that each person who encounters the advertisement feels identified with or feel comfortable in the fashion industry. This signifies that diversification will be another area that has to strengthen to develop a better representation. TomboyX is an example of a diverse and inclusive brand. The X in Tomboy overcomes negativity and stereotyping, reinforcing that this clothing line is for everyone, regardless of gender or size. TomboyX was the only lingerie brand that sold sizes ranging from XS to 4XL, which was why the label was so highly regarded. Size and shape diversity as well as gender fluidity (Perez，2019).
The capability to adapt and truly comprehend consumer behaviour are among the most important people skills in business. Learning why customers consider so much about sustainability and diversity has a significant impact on the brand’s culture, allowing the brand’s purpose to be more than just profit oriented.
References:
Francis. T & Hoefel. F (2022), True Gen’: Generation Z and its implications for companies.
(Accessed 14 October 2022).
Moran, Graeme. (2022) “Gen Z and Millennials 2022.” Drapers.
Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2022
(Accessed: 15 October 2022)
Perez, D. (2019) 8 Ethical Fashion Brands Celebrating Diversity, Inclusivity and Body Positivity. Available at: https://ecowarriorprincess.net/2019/03/8-ethical-fashion-brands-diversity-inclusivity-body-positivity/ (Accessed: 15 October 2022)
Robinson, B.(2021), Fashions Finest.
Available at: https://www.fashionsfinest.com/blog/item/6187-gen-z-the-ethical-fashion-generation (Accessed 16 October 2022).
Stella McCartney (no date) Sustainability.
Available at: https://www.stellamccartney.com/gb/en/sustainability/sustainability.html
(Accessed: 15 October 2022).