Much has been said about inclusivity, but where can this ideal be visualised? Many brands say that they support these causes and are pushing for change. However, this isn’t always evident or apparent in their actions. Consumers need evidence that they have changed their practices, or at least can see that they are trying to achieve their suggested morals.
Millennials are very aware of a brand’s morals, reputation, and public considerations. They want to see those brands actually making good on their promises. They have a huge expectation upon businesses to have an active investment in sorting social problems.
Here we outline a few of the brands that have done exactly this:
Veganism — Gola Shoes
2019 has been unofficially dubbed ‘the year of the vegan’, and as a result many brands have used this growing market as an incentive to include vegan products to their own ranges. Since 2014 the number of vegans is said to have quadrupled. When most hear the word ‘vegan’, it’s the diet that comes to mind and previously, little attention was placed on other industries. But just like the food industry, there is a growing number of options for vegans.
Gola is a part of the growing number of brands in the fashion industry with a goal of producing vegan products. Gola have a brand-new label on their online store, as well as a whole new vegan section. The footwear has been tested via chemical Ve-MAP, which detects any animal DNA within the manufactured item, so customers are confident in their purchases. All the vegan styles are officially registered with the Vegan Society to give customers their final reassurance that it is authentically vegan. Don’t go assuming the range is basic and unfashionable either — there’s everything from classic tennis Mark Cox trainers similar to the style worn by Kristen Stewart’s stylist girlfriend, Sara Dinkin, to timeless men’s white trainers.
LGBTQ+ — Jeffree Star Cosmetics
Jeffree Star is undoubtably one of the ‘original’ internet celebrities. The entrepreneur, make-up artist, and singer has compiled a total of 16 million YouTube subscribers, 5.5 million Twitter followers and 14.6 million Instagram followers
With Star’s growth in fame, he has become a large supporter and figure of the LGBTQ+ community. His brand, Jeffree Star Cosmetics, has often paired with the Los Angeles LGBT Centre. For this partnership, Star produced a range of rainbow of liquid lip products named the ‘Equality’ bundle. In 2018 he donated the profits of over £125,000 to the centre.
He also uses all of his Jouer discount links to donate to the centre as well. It’s evident that Star, being someone whose fame came from the internet background, knows exactly what his consumers want, as he uses his company to support more than just profits.
Autism — Morrisons
Meeting the need of customers is something Morrisons is certainly at the forefront of. The introduction of the ‘Quieter Hour’ in each one of its stores has been a project alongside the National Autistic Society. The shopping giant had admitted that they recognised that the shopping experience can be terrifying occasion for those who suffer from autism.
As a result, Morrisons have created their ‘Quieter Hour’ between 9am and 10am every Saturday. This involves slightly dimmed lights, no music and, where possible, all tannoy announcements turned off. Stock trollies are reduced, and checkout sounds are lowered to avoid disruption.
More brands are certain to join this movement and adopt responsibility for social change. Obviously, brands can’t singlehandedly solve all these issues. But their progress and commitment to these causes will be noticed by their customers.