Ignorance is not as bliss as it would seem. My consumer beliefs are honesty, accountability and transparency. The honesty in company values, the accountability for corporate mistakes and the transparency of business practices.
Georgia's research delved into how brands can use Cause-Related Marketing campaigns as a way to maintain authentic relationships with Gen-Z consumers. The research showed the significance of honesty, transparency and support in the success of these campaigns. Following on from her research, Georgia designed an online platform that would allow consumers to access and review brands based on their opinions and experiences. This platform would allow consumers to review brands sustainability, authenticity and transparency efforts all in one singular place. Could this repair consumer trust?
I was inspired by anger. Anger as a consumer, with no power or means of easily and accessibly advocating for change. I am angry at the state of marketing within the fashion industry. The lies that are told and the manipulation of vulnerabilities, all in a desperate attempt to maintain consumer engagement. The sustainable promises, the equality claims, the charitable pleas - the "Woke Washing". I fear that this industry is being destroyed and there is nothing we can do.
Using this passion, Georgia researched the authenticity of Cause-Related Marketing campaigns in the fashion industry. She directed her anger to tear apart the manipulative strategies used by brands to appear more attractive to Gen-Z consumers. Brands claim to adhere to the values of younger consumers - promising sustainable changes, equal opportunities and even corporate philanthropy. Challenging these false claims, Georgia identified the lack of means to advocate against these schemes.
From researching authenticity in the fashion industry, I identified the foundations for maintaining successful and authentic relationships between brands and Gen-Z - Honesty, Accountability and Transparency. These three themes are neglected by other institutions, therefore providing an opportunity for fashion brands to solve this emptiness authentically. By using the knowledge I obtained, I designed a platform where consumers can discuss the authenticity of fashion brands to make their own purchasing decisions. This platform would allow consumers to review and research different brands and their efforts to meet that individual consumer's values. This platform could provide consumers with a safe and accessible place to advocate for change as well as make a difference. Bridging the gap between consumers and corporations.