The future of fashion and the power of social good – WWD
Since 2015, thousands of companies, including Meta, have pledged to join the United Nations Agenda for Sustainable Development Goals (SDGs) achieve the targets set by 2030.1 Consumers’ desire for brands to tackle these challenges has only accelerated and this has impacted all aspects of the consumer journey, especially purchasing decisions. In fact, a Kantar study commissioned by Meta found that 56% of consumers worldwide say it’s very important that the brands they buy from support the same values they believe in.2
This shift in sentiment is reflected in a recent McKinsey Consumer Pulse survey. As the economy reopens, 30-40% of consumers continue to switch brands, mostly by younger consumers who place more emphasis on goal-driven alignment and quality.3 At the same time, an Ipsos study commissioned by Meta found that half of Millennials and Gen Z surveyed say that only brands that share their values are able to earn their loyalty.4
Notably, this fundamental shift in the way consumers assess an organization’s commitment to sustainability, values and business best practices is increasingly happening on platforms like Facebook and Instagram.
Fashion leads the way
Meta believes that fashion brands have the opportunity to promote globally beneficial business practices that could serve as an example for other industries looking for a way forward to address similar challenges.
“Fashion has always been a catalyst for advancing cultural change, and it’s no different for social good,” said Elizabeth Choo, Meta Client Partner, US Luxury Retail. “Fashion empowers people to speak boldly about their personal beliefs and the things that matter to them, empowering brands with the unique position to collaborate with consumers and empower them to signal change.”
Recognizing that social good is not a universal strategy for businesses, Meta has developed a three-part decision framework that encourages fashion brands to ask questions about authenticity, relevance and value at the heart of any initiative. brand.
“As the purpose of your brand becomes an important part of how people rate your brand, it is essential to ask yourself: is what you are about to do authentic to your brand, relevant? for your customers and creating significant value for a community or a cause? ? “” Asked Sarah Richards, Meta Client Partner, US Fashion & Luxury Retail.
Businesses and people come together
As the inaugural global partner of the United Nations SDG initiative, Meta has made long-term, company-wide investments with the goal of creating a more sustainable future for all, including achieving zero net emissions in our global operations and committing to be water positive by 2030.5
For people around the world, the company understands that social impact benefits community by empowering people to make the world a better place. Meta’s free tools have helped raise over $ 5 billion in charitable donations, provide real-time response to rescuers around the world, help blood banks recruit and retain donors, and build a connection for millions of people who share their interests and passions with others around social good in Facebook groups.
These same tools are available to qualifying businesses looking to connect with their customers one-on-one on issues that matter to them.
“Fashion doesn’t just invent, but quickly embraces new ways to reach and excite people; many fashion brands were the first to adopt Facebook and Instagram to successfully connect with their customers through our platforms, ”said Choo. “We want these same brands to consider expanding the types of storytelling they enable on our platform to include stories about what they do around social good.”
Support the causes
In an Ernst & Young survey of post-pandemic attitudes, a third of consumers strongly agree that they will re-evaluate the things they value most and not take things for granted. which will have an impact on brand loyalty and overall consumption patterns.6 Cause marketing is a great place for a fashion brand to tap into this sentiment by aligning with organizations that their customers are interested in and inviting them to engage and participate in social challenges together as a community. .
“As people turn to social communities to learn more, connect with others and engage in beneficial social initiatives, it is imperative that brands are placed at the center of these conversations,” said Richards.
Examples include the promotion of the 10-year partnership between Bulgari and Save the Children. In 2020, the team mobilized over 50 influencers to post personal Instagram Stories from their own profiles to request donations on #GivingTuesday using the Donate sticker. Bulgari supported the campaign with video ads and collection ads to drive sales of the collection, with some of the proceeds from the jewelry sale going directly to Save the Children.
“Fashion marketers need to recognize that the reasons why a consumer buys a product have evolved,” Richards said. “As the economy reopens, consumers are looking for intrinsic social value as a motivation to consider buying something. “
tentree, a sustainable lifestyle clothing company, has built social value into its brand mission. The Fall collection is their greenest collection ever, using new innovations in sustainable fabrics and streamlining their production process. By planting 10 trees for every purchase, tentree hopes to make big changes accessible to everyone by showing the lasting impact that a small choice can have.
Communities are vital for mobilizing key causes. A brand sharing and supporting its goals with its community can impact brand loyalty and brand advocacy.
Stella McCartney’s commitment to sustainability is evident in all of her collections and is part of the brand’s philosophy to be a responsible, honest and modern company. For the launch of their Fall 2021 collection, Stella McCartney’s Facebook and Instagram campaign celebrated the animal kingdom and emphasized that all species must live in harmony together. In addition, the brand has partnered with the Humane Society to publicize and sign its petition to ban fur. This approach goes directly to one of the causes the brand cares about the most and allows for an authentic and relevant connection with its community.
Notably, Gen Z consumers are using technology to harness the power of community in unprecedented ways, including the ability to create compelling messages that go viral and become movements they are passionate about. Brands signaling to this group their passion for something bigger than themselves are finding new ways to align with customers on a deeper level.
Ultimately, brands need to act now and communicate their commitments to the causes and communities that their consumers care about regularly and transparently. Meta provides a suite of solutions designed to meet people where and how they are right now.
Ralph Lauren communicated with consumers about their sustainability goals via Facebook and Instagram videos and static formats as part of their Earth Polo campaign. The Earth Polo Shirt is Ralph Lauren’s sustainable version of the classic polo shirt, designed with Mother Nature in mind, as it is made from 12 plastic bottles and dyed using a waterless dye process.
The power of storytelling will bring us together
“Goal and social good are more important than ever, as consumers increasingly expect businesses not only to engage and do the right thing, but to step in and help lead the way in conversation and solutions to societal problems, ”said Richards.
As brands embrace this challenge of instilling the trust and loyalty of customers today and in the future, it’s clear that social good has gone beyond a single ad campaign or something that lives in the marketing department. Doing good is now essential for the long-term success and value of any organization.
“Our shared struggles and experiences during the pandemic created a need to come together,” Choo said. “For fashion brands, it is an opportunity to become more involved in supporting and helping our communities, to get involved in solutions that renew our social ties and to build a long-term relationship of trust between companies. and people.
Building for the future
To further explore Meta’s fashion thought leadership, read more on The Fashion Report, a series of thought leadership chapters. HERE. Be on the lookout for Chapter 4 in 2022.
Meta constantly strives to increase the transparency and integrity of advertisements on its platforms. As such, the company has measures in place to promote the authenticity and legitimacy of anyone wishing to serve advertisements on social, electoral or political matters. To find out more, click HERE.
1. Sustainable development goals. The United Nations. (nd). Retrieved October 29, 2021, from https://sdgs.un.org/goals. 2. Facebook IQ “Industry Micro-Shifts Monthly Tracker” by Kantar Profiles (online meta-commissioned survey of 96,938 adults across AU, BR, CA, DE, ES, FR, HK, ID, IN, IT , JP, KR, MX, TW, UK, US), May-August 2020. 3. “Sentiment and behavior of American consumers during the coronavirus crisis”, by McKinsey & Company, August 2021. 4. “Global CPG Re-emerge Study” by Ipsos (meta-commissioned online survey of 44,899 people aged 18 and over across AU, BR, CA, DE, FR, IN, JP, MX , SK, TH, UK, US), Jul-Aug 2020. 5. INC, F. (2021, Aug 19). Sustainability at Meta. Meta-sustainability. https: //durability.fb.com/. 6. “US Future Consumer Index 7: How to Balance Optimistic and Reluctant Consumers,” by Ernst and Young Global Limited, June 2021.