Brands and gun violence, Gen Z on consumerism and the workplace, Black Ivy, and more
Hero Collective
Hero Collective is a 100% black-owned, creative and social marketing company focused on turning brands in to heroes.
Welcome back to Culture Hack, our newsletter authored by our very own Heroes: students of culture, creators, and boundary-pushing, shape-shifters hell-bent on changing the world. Our work is rooted in deep cultural understanding, based on our lived experiences, expertise, and relentless learning that we use to help brands find and leverage their “Cultural Superpower”. In this edition, we analyze why, despite taking action on other issues, brands haven’t taken a stance on gun violence in the U.S. We also take a look at how Gen Z is shifting our attitudes at work, how they are driving the latest shift towards anti-consumerism, and what this all means for brands. Finally, as college campuses start to empty out for summer, we take a look at Black Ivy fashion and why it’s more than just a trend or aesthetic.?
It's not lost on many of us that the U.S. has an issue with gun violence. We are only five months into 2023, and we have experienced 165 mass shootings. Not including singular issues of gun misuse like last month's recent shooting involving Ralph Yarl, a 16-year-old student and budding classical musician from Kansas City, who was simply picking up his siblings after school and got the wrong address or Kaylin Gillis, the 20-year-old who pulled into the wrong driveway in upstate New York and was shot dead in her car only days prior to Ralph.
Some have chalked up these scenarios to the wrong place, wrong time, or a misinterpretation of the stand-your-ground laws that states have flexed to defend the utilization of guns or their second amendment rights. However, those on the other side of this debate questioned how often, how many lives, and how many excuses can be made before something is done and people feel safe.
As a strategist, I’m compelled to wonder what real-life scenarios we can learn from as case studies so that we can use them as impactful guides for change. In addition, who or what can empower larger entities, residents, and everyone in between to push for a much-needed adjustment to our safety??
This leads me to reflect on times when brands took a stance on social-political issues in hopes of impacting a greater good and, by default, empowered consumers to join them in doing the same:
Reproductive Rights
When the reproductive rights or choices of millions of women (or those with female reproductive organs) came into question, companies such as Yelp, Uber, Lyft, and even the Match Group (which houses Tinder, Hinge, and Match) were the first set of brands who took a stance on the matter and publicly offered to cover the transportation, legal and medical costs of their employees. Many of these brands were headquartered in Texas (where the ban first began) or had a significant employee base within the state. Leaving them pushed to quickly confront what became a widespread issue.
Racial Equity?
Unlike many brands that just put their rose-colored diversity glasses on, Ben & Jerry's has stood for equity across gender, sexual orientation, and race since its inception in 1987. The company advocates issues like racial equity, global warming, gay rights, and standing up for those suffering persecution from the injustices created by systematic oppression. So, it didn't surprise anyone when they created socially-themed ice cream flavors to raise awareness around Black Lives Matter. Keeping in mind, the brand also didn't just stop there. They even took a step further to self-govern themselves by opening up board positions to those who are Black and of color. After all, if you want a change in shifting culture towards the greater good, you must start at the top.?
Immigration?
The impact the 2017 Muslim ban had on the global economy was devastating. The first of its kind, the executive order filed by former President Trump banned travel to the United States for 90 days from seven predominantly Muslim countries spanning across Africa and the greater Middle East. These protests at airports across the country as it prevented immigration resettlement from anyone residing in the countries that made the list, resulting in court injunctions and other legal matters to fight anti-Muslim sentiment. Of course, the US is not new to religious or racial persecution; however, this was the first-time companies (particularly those in the tech sector) took a stand and filed a legal objection. Ninety-seven companies, including Twitter, Intel, Reddit, Netflix, Lyft, Kickstarter, PayPal, Yelp, Airbnb, Spotify, and even Dropbox, to name a few, flexed their power and influence on something legally and morally wrong.
So if brands can take a stand on these crucial matters, why not gun control? What stops them from stepping in and using their power and influence to push what is a much-needed change in our safety??
In reality, companies don't generally take a political stance on a matter unless it profoundly impacts their business. Brands have been noticeably silent on gun violence. However, 68% of US consumers expect brands to be clear about their values (Millennials and Gen Z have the highest expectations on these matters). So this begs the question, if consumers can force brands to take a stand on essential subjects regarding equity, why haven't many addressed the need to change gun violence within America?
With the world constantly on fire, it has become harder for brands not to, as unhappy environments don't make for happy consumers. That may be where actual change can begin.
Generation Z, born between 1997 and 2012, has grown up with technology at their fingertips, making them the first truly digital generation. As they enter the workforce, they have brought a unique perspective to the table, shifting what the workforce looks like and how wealth is generated.
One major way in which Gen Z has shifted the workforce is by planning on creating wealth online through social platforms. These young adults have grown up using platforms like Instagram, TikTok, and YouTube, and have become experts at leveraging these tools to make money. They have been able to learn and plan how to monetize their creativity and personalities to create their own wealth, which has often surpassed that of other generations.
In doing so, Gen Z has also become the epitome of the influencer culture. They have shown that anyone can become an influencer if they have a unique perspective and are willing to put in the work. Influencer marketing has become a multibillion-dollar industry, and these young adults are at the forefront of it. They have built loyal followings by sharing their lives and experiences, and have been able to leverage those followings to make money.
In addition to creating wealth online, Gen Z has also brought a new perspective to the traditional workforce. They value flexibility and work-life balance and are more likely to pursue freelance or remote work than previous generations. This has forced employers to adapt and offer more flexible working arrangements in order to attract and retain talent. Things like side hustles are becoming increasingly common among Generation Z, with many young people using them as a way to build skills, earn extra income, and explore new career paths. The flexibility and low barriers to entry of side hustles make them a particularly appealing option for Gen Z, who are shifting the perception of what work should be like.
Overall, Gen Zers are driving culture. They have become trendsetters, influencing fashion, music, and social norms. Their unique perspective on issues such as social justice, climate change, and mental health has also helped shape cultural conversations. As a result, marketers have been paying close attention to this generation, as they represent a significant target audience. As their buying power grows, companies are finding various ways to tap into the spending power of Generation Z. They are focusing on creating authentic and transparent brand experiences since this generation has unique consumption habits and expectations.
This has led to a shift in the way companies approach marketing and branding, with a greater emphasis on building genuine connections with their audience. Generation Z is not just another consumer group, but a powerful force that is shaping the cultural and business landscape. Companies must be mindful of the values and interests of Gen Z, such as sustainability and social responsibility, and those that can authentically embody these values are more likely to resonate with this audience. As they continue to come of age and gain more purchasing power, their influence will only continue to grow.
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Gen Z is rejecting consumerism and in turn, advocating for a more sustainable approach to life is becoming the norm. The internet and social media have given rise to a new generation of consumers who are certainly challenging the traditional model of consumerism and shifting to what we now consider, ‘anti-consumerism’. From thrifting/second-hand shopping to the ever-growing ‘Do it Yourself’ (DIY) culture, to ‘De-influencing’, we see more and more consumers shifting their approach to consumerism as a whole.
So, what's driving this shift, and what does it mean for brands?
According to Vogue Business, the resale market will be worth $350 billion by 2027 with Gen Z’s leading the way. Whether it is to adapt to the growing ‘vintage’ aesthetic, shop more sustainably, or to save some coins, these young consumers are finding ways to tailor their values to their shopping habits, even if it means ‘Doing it Themselves’. The 2023 Instagram Trend Report found that ‘more than half of Gen Z respondents stated that they plan to make their own clothes in 2023’. Thus, rejecting the idea that materialism and making purchases will make them happy and are instead focusing on values like sustainability, social responsibility, and most importantly, experiences.?
While brands have taken steps to address the growing importance of ethical and social responsibility to their consumers and the earth, some are taking it a step further to address the growing cultural trends of DIY and thrifting/second-hand shopping. For example, American Eagle offers a promotion to consumers as an incentive to return old jeans. Further, according to Business Insider, ‘stores such Uniqlo, Timberland, and Arc'teryx will reward you for dropping off your unwanted clothes — they may even repair them’.
The game is changing in ways that are both inspiring and transformative. It's a refreshing change from the consumerism-driven mindset of previous generations and is transforming the way we think about everything from fashion to food. The use of social media platforms like Instagram and TikTok to view and share ideas, values, and beliefs with others has resulted in a new wave of anti-consumerism that's focused on creating a better world.?
Whether it be through purchase decisions or content shared on social, this generation is aware of their growing purchasing power and influence and is utilizing it to revolutionize the world and culture.?
Within recent years, a fashion trend had re-emerged among Black students attending Ivy League schools. Dubbed ”Black Ivy Fashion,” this style combines classic preppy elements with bold African prints and bright colors. Black Ivy fashion is more than just a trend, it's a way for Black students to celebrate their culture and identity while also fitting in with the traditional Ivy League aesthetic.?
The history of Black Ivy fashion can be traced back to the late 1950s and 1960s when prominent figures like James Baldwin and Martin Luther King Jr. dressed well to challenge racist stereotypes. Through the generations, more and more Black students from urban areas had a different sense of style than the traditional preppy look that was popular among Ivy League students at the time. Black Ivy fashion challenged the traditional notion of what it means to be preppy. Preppy fashion was traditionally associated with whiteness and privilege, but Black Ivy fashion challenges these assumptions by asserting Blackness and cultural identity within the preppy aesthetic. Jason Jules, author of Black Ivy: A Style in Revolt argues “Black Ivy fashion represents a new form of cultural capital, in which Black students use fashion to assert their cultural identity and gain social status within the Ivy League.”
According to a recent survey done by Women’s Wear Daily, ‘U.S. minority consumption is on the rise and Black consumers show a strong preference for Black-owned fashion brands and brands that culturally resonate with Black culture’.
Today, Black Ivy fashion has become a recognized style that is celebrated by Black students and fashion enthusiasts alike. In fact, Ralph Lauren recently collaborated with the HBCUs Morehouse and Spelman, releasing a collection with Polo Ralph Lauren. Black Ivy represents a way for Black students to express their culture and identity in a predominantly white environment, and helps create a sense of community among Black students at Ivy League schools. With Black students on Ivy League campuses reclaiming and infusing cultural aspects into college style, their style also evolves with them after college as well as into their careers. As the style of Black Ivy continues to shift and change throughout generations, the integrity of Black unity is at the foundation of the style.?
There has been lots of buzz lately surrounding a new social media platform called Bluesky.
Instagram is testing a new feature that aims to help brands source user-generated content (UGC) directly within the app.?
Meta & TikTok have announced two recent initiatives to facilitate connections between brands and creators on their respective platforms.
VP, Strategy Director Sky Downing speaks to LBB on why she sees opportunity for U.S. marketers to recognize the season of Ramadan.
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Senior Executive Brand Marketing & Strategy
1 年Boy as a 20+ year brand strategist and owner of a website that focuses on gun culture www.gunnewsdaily.com. I would love to give you a million reasons why brands struggle with supporting “gun control”. You’d have to start with how to define gun control.