Privacy - a luxury? by Amy A Catton

PRIVACY - A LUXURY? Amy Alexandra Catton

Amy Catton N0500024 FASH30108 Self Negotiated Project 2

PRIVACY A LUXURY?

An exploration into the relationship between privacy, data and the Generation Z cohort.

01 02 03 Introduction

Post Snowden Era

God Complex

04 05 Nineteen Eighty Four

Anonymity

07 08 09 Digital Natives

Lightbulb Moment

The Situation

06 Identity

10 11 12 “I Agree”

The Service

Evolution

Fig 1 Douglas Coupland, 2016.

In recent times there has been an underground uprising in objection to the digital revolution. The growth of the only true digital natives, Generation Z has finally brought this to fruition, with the astounding statistics that “55% of US 14-34 year olds prefer to be anonymous online.”(LSN Global via Jamie Gurtfreund The Intelligence Group, 2014). With the realisation that data is of value to brands and governments, as Kate Crawford, a professor and research scientist states “In the next 10 years, I would expect to see the development of more encryption technologies and boutique services for people prepared to pay a premium for greater control over their data. This is the creation of privacy as a luxury good.” (The Future of Privacy, 2014). This is the most important insight, that people are beginning to see their privacy as a luxury item. This in turn will affect the way they interact with brands, what information they share with them and the channels in which they protect their data will be optimised for their needs. This report will outline the increasing concerning trend of data privacy in the digital age and how this affects the future digital landscape. It will also explore the consumer cohort, the comparisons with their predecessors, with in-depth analysis of the generation’s media, online and lifestyle habits. Is this generation revolutionary? Will they change the way we exchange our data? Most importantly, is there a solution to their privacy demands?

Fig 2, The Lovers, Magritte 1928 8

POST SNOWDEN ERA

Fig 3. Edward Snowden, Wired, 2015

POST SNOWDEN ERA In order to understand the increasing importance and development of privacy as a luxury, we must explore the revelations that Edward Snowden, the NSA whistleblower, brought to light in 2013. The revelations rocked the international landscape. Snowden brought to the global media’s attention the surveillance that the US government had been conducting on it’s citizens; violating their constitutional rights. Snowden stated to The Guardian in July 2013 in regards to his comfortable life in Hawaii; ”I’m willing to sacrifice all of that because I can’t in good conscience allow the US government to destroy privacy, internet freedom and basic liberties for people around the world with this massive surveillance machine they’re secretly building.” (Greenwald et al, 2013)The most worrying of the secrets he disclosed included; the NSA’s court orders regarding phone companies compliance with providing customer’s phone records and PRISM which allows the NSA to request user’s data from giant tech companies such as Google, Microsoft, Apple etc whom are compelled to comply. The impact that the secrets had on, not only American citizens but internationally, citizens around the world began to question their own governments. In a way the effect can be compared to that of post 9/11. The sheer volume of death was felt globally. The aftermath that resulted was a highly tense America, and world, as well as the eight year war and invasion of Iraq. The support in the war from the US public wavered from the beginning and the belief and rising doubt in President Bush and the decision to go to war became increasingly evident throughout the duration. Each event had the result of making citizens aware, skeptical and also causing them to question and become active in their role in a democratic society. The secrecy that surrounded and still to this day surrounds 9/11 has caused who witnessed these events to question those in a position of power. It brings into question the right to freedom, free speech and privacy that is without constant observation.

Fig.4 New York Post, 2001

POST SNOWDEN ERA

The Post Snowden Era is guilty of dividing people from those who believe privacy is the ultimate exercise of freedom from those who believe privacy is for those whom are in need of concealment. Glenn Greenwald, the journalist who worked closely on the revelations with Snowden, argues in his 2014 TEDtalk ‘Why Privacy Matters’ “It is true that as human beings, we’re social animals, which means we have a need for other people to know what we’re doing and saying and thinking”. This resonates with the entire use social media, consumers - namely Millennial - share every aspect of their life accounting for the rise in social media such as Instagram and Twitter. This need to share is a primal instinct that shouldn’t be repressed. “…all of us — have things to hide.” Greenwald is arguing against the view that surveillance on regular citizens is a necessary evil in order to track and detain criminals.The public opinion is that “74% of US Citizens believe they should not give up their privacy and freedom for the sake of safety.” (Pew Research Center, 2014). There is weight in the debate that free speech overshadows the need to survey criminals, there are multiple ways to observe criminals and terrorists than to constantly observe all citizens.

Jamie Bartlett argues in his book The Dark Net, 2014, the importance of The Dark Net’s potential in a mainstream market. “Outsiders, radicals and pariahs are often the first to find and use technology in shrewd ways and the rest of us have much to learn from them.” There is the argument that the dark net is used by the people on the fringe of society. There are many illegal activities involved in this service, such as drug marketplaces, illegal pornography and arms dealings. Many would say this is an unethical and immoral hidden crevice of the internet, however Bartlett argues the point that “those on the fringes, the pariahs, the outcasts, they’re often the most creative because they have to be.” (TEDtalk 2015). They have no choice to be innovative as they have no blueprint and are simply learning along the way, especially within the context of crypto currencies and bitcoin. Systems have been refreshed and reviewed as they were not satisfied with the encryption that disguises the identities of the users. Bartlett states that he predicts the service will become mainstream, citing Aphex Twin, Facebook and a group of London architects as the leading trailblazers. “I predict that fairly soon every social media company, every news outlet and therefore most of you in this audience will be using the dark net too.” As a social media giant, Facebook’s decision to develop a website adapted for the dark net illustrates the future of social media and personal data that is shared online has a place in an anonymous volume. The key issue is not only privacy but control. Who controls their data? This maintains the opinion of the Gen Z cohort that “share more information about themselves than ever before…That’s not to say young people don’t care about protecting their privacy online” This is evident in the volume of personal data that includes, photographs, selfies, videos, as well as names, locations and thoughts/opinions. However the issue here isn’t the sharing of the data itself, they do not care about the act of sharing itself, it is the control they retain after they have shared the information itself.

POST SNOWDEN ERA

Fig.5 Honey, Jelly and Toppings, 2015

Anonymity is still possible, even under governments that want to arrest and torture political dissidents, but it is much harder. Juan Enriquez

Fig.6 Teddy Alex Novembre, 2015

POST SNOWDEN ERA

Fig.7 RHW Snapchat . 2016

Fig.8 Gigi Hadid Snapchat. 2016

“retaining control over what they share publicly, rather than limiting it.” (Bartlett, 2015). An in depth interview with a sixteen year old youtube addict, revealed that the most used social media platform between himself and his classmates is Snapchat. When asked if Snapchat was a way to document his life or used as a conversational tool, he responded with ”Conversation” (Catton, Amy Interview 2016 see Appendix F) Snapchat is a digitally ephemeral platform where users can take visual ‘snaps’; photos and videos and share them with their friends privately for up to 10 seconds. If posted to the ‘Story’ it is available to view multiple times for 24 hours by their friends. As this form of communication is being used by Gen Z as a conversational tool, it means they are ditching the social media traditional platform of Facebook, and other messaging applications, that keep the messages archived. This shows that the control they have over the duration and content of their imagery is a vital element to how they perceive privacy and data. This is fundamental to the consumer, they have control over their content. Brands are beginning to take notice of this as recently announced, Viber and Whatsapp, owned by 18

Fig.9 Kendall Jenner, Snapchat. 2016

Facebook, are following Apple by introducing end to end encrypttion for all messages used via their services. In an email interview with Bartlett himself, when asked why he believes generation z in particular have adapted to this way of thinking in regards to controlling their data, he replied “I honestly do not know! Things also go in fashion. Facebook is not cool anymore because everyone’s dad is on it... but I think there is also fears among young people that every little thing they do could come back to haunt them. Maybe a job interview lost because something they posted online; or sexting is made public, or or or..” (Catton, Amy Interview 2016 see Appendix D ). In many ways, it is difficult to say the exact reason, as there are many for why they have adapted to this view, some of them will be subconscious and some, inherited.

Primary research conducted with a group of thirty children aged nine to eleven revealed insightful information, in response to the question “Do you worry about who can see the things they do and say on these apps?” The response was a substantial 46% no, with only 10% answering they do worry, 26% left the question blank. (Catton, Amy Creative Focus Group 2016 see Appendix G) This shows the age range may be too immature to fully understand the crevices of the internet, and they do not realise their habits of snapchat, youtube and whatsapp - which were the leaders in social media. (Catton, Amy Creative Focus Group 2016 see Appendix G). Bartlett’s point that fear could be the driving force is supported by the rise in popularity of snapchat; especially in the age where the release of sensitive information is regularly in and out of the news with examples such as revenge porn, phone and email hacking. The illusional control that social media has granted us has backfired in many ways; it has created John Suler’s The Online Disinhibition Effect, and subsequently the dissociative effect; allowing the separation of the physiological online and offline self (Suler, J,2004). Another negative effect that has bred from the phenomenon of social media, is the God Complex.

THE GOD COMPLEX

Self Actualisation Esteem Love Safety Physiological Fig. 10, Hierarchy of Need, Amy Catton, 2016

The title is misleading as there is no such scientific disorder entitled The God Complex (Trend Boutique, 2016) yet there is a disorder that encompasses many similar traits. It is referred to as the ‘Narcissistic Personality Disorder.’ “…a pervasive pattern of grandiosity, need for admiration, and a lack of empathy.” (Dr. Bayer). This behaviour is accelerated by the use of social media, in especially the Millennial generation in comparison to generation Z. They want to shout into the vacuum that is social media, their opinions, beliefs and feelings. They believe that their opinion is of value and should be heard by the masses, this is a prime example of a characteristic of a God Complex. As humans we crave affirmation from our peers and a sense of community. This extends back to Maslow’s Hierarchy of need (Maslow via McLeod, 2014); in the 21st century, in the western world we have achieved the physiological needs of the pyramid. Social media platforms such as Linkedin provide the safety segment, Facebook allows the social needs to be met. Which leaves the top two segments, Esteem and Self Actualisation. Platforms such as Twitter, Instagram, snapchat (to an extent) and any blogging sites offer a podium for Millennials to share their life, their grandiose daily activities and need for approval. Every one of us are guilty of this social exercise. 22

THE GOD COMPLEX

Fig. 11, Kanye Yeezy Season 3, 2016

THE GOD COMPLEX

This is where Gen Z differ from their predecessors, The Future Laboratory & LSN GLOBAL hosted a lecture in 2014 entitled “The Me-Economy” in which they discuss the Sharded Self movement. The Sharded Self refers to the ability to hold contrasting identities across online and offline life including, social media. This is also referred to as ‘Elastic Identities’, stretching identity to fit the specific needs at the time of that individual. This is something that occurs subconsciously on a day to day basis with most yet, there are many extraordinary examples of this by predominantly artists. Amalia Ulman’s project ‘Excellences & Perfection’, (currently exhibited by The Whitechapel Gallery in ‘Electronic Superhighway’ 2016), provides insight into the elasticity that social media offers for identity. The project was based around an Instagram account of an everyday girl, wanting to achieve her dreams. The visual narrative told a story of the highs and lows in her life, the three stages of her character; Moving to LA as a young naive girl, becoming involved in drugs and undergoing breast enlargement and finally the recovery stage. Ulman created a persona online that was completely faked, she didn’t have breast enlargement surgery and she didn’t become a LA It girl. Ulman’s project proves identity online is malleable, it is a narrative. Generation Z realise this, which is why they do not fret about the information they share, they want the control so they are able to mould that information to their chosen identity. This insight is essential to comprehending and dissecting the statistics that “55% US 14 -34 year olds don’t like things to last online.” (LSN Global via Jamie Gurtfreund The Intelligence Group, 2014). This provides an understanding to the popularity of ephemeral apps such as Snapchat to younger consumers. That, with the knowledge that they like to have control over their data shows that they are more aware of the surveillance and repercussions than generations before them.

It is not only consumers but governments, brands, companies and scientist are also guilty of employing the God Complex. Somerset House have recently displayed ‘Big Bang Data’. (Somerset House 2016) An exhibition dedicated to understanding what our data is, as well as where and to who it is valuable. The US is a prime example of a government exhibiting God Complex attributes. A section entitled, ‘The weight of the cloud’ discusses what the intangible cloud is, where it is and what it actually does. After the biggest Hollywood hack entitled hideously as “The Fappening” where female celebrity’s iCloud accounts were hacked into & leaked online. These photographs were private and sensitive. Another attribute of the God Complex, hackers deciding who is innocent and who is guilty, they define who’s private information is ‘fair game’ to share. This was one of the biggest news stories last year, everyone uses the iCloud, yet no one really understands what it is. In order to protect and control the data shared by consumers they must firstly understand the software and services they are using, the iCloud is a service in which everyone utilises and entrusts sensitive data.

THE GOD COMPLEX

Fig. 13 The Optimised Self, LSN Global 2015

Fig. 14 Android, Tokyo Amy Catton 2016

Fig. 12 Amalia Ulman, Amy Catton , 2016

NINETEEN EIGHTY FOUR

1984

Fig.15 London Dataset, Amy Catton 2016

1984

Fig. 17, Ozone 2013

The iCloud and the cloud are two separate entities; the iCloud is Apple owned and provides an online storage space for personal documents, photos, videos & files that can be shared between any device that is also available via online access. The Cloud provides wifi hotspots around the globe. There is common confusion between the two. The lexis ‘Cloud’ connotes the idea that it is an intangible, metaphysical entity that is elusive and untouchable. Yet this is misleading and deceptive. The iCloud is built from a network of hundreds of servers, consuming energy and containing our data. The networks of these servers, are stored in warehouses and buildings internationally. The most prominent of servers are that of Facebook as they are located in Iceland, where the weather is cool year round therefore there is no need to pay for air conditioning, lessening the expense for the brand.

Also at Big Bang Data, there is also a project entitled ‘Stranger Visions’ regarding DNA Data. Heather Dewey-Hagborg (Somerset House 2016) a scientist who collected discarded chewing gum and cigarette butts, transformed the objects into magnificent and creepy sculptures of the faces of whom they once belonged to via 3D printing. This is shocking as it is innovative, the information that we so easily and nonchalantly discard is essential and extremely valuable to our DNA.

Data can also be collected via a geo tag, a project that displays this concept is Selfiecity London. (Somerset House 2016). Taking selfies from London geo tagged on Instagram and analysing them to form datasets and a montage video that blends the selfies together in order to compare them. This project has illustrated the information that we carelessly put into the digital atmosphere, without knowing the consequences. According to Big Bang Data, the majority of today’s data comes from the everyday activities of millions of people around the world. The explosion of mobile technologies, Web 2.0 and wearables have allowed us to take photos, update our profiles and send emails at any given moment.”. Our smartphones are the main source of this information, we are voluntarily giving this information away without fully understanding the true weight of our actions. As Bruce Schneier informs “We are surprisingly close to total - ubiquitous surveillance. Your cell phone is a surprisingly intimate surveillance device.” (Offscreen, 2016). The intimate device that many consumers now feel uncomfortable without and can barely endure the day, is not a friend but a foe. Schneier argues that the we’re at the verge of “ubiquitous”, which is a sobering thought. The reality that the device that remains with the consumer throughout the day contains every important piece of information. It is able to show locations, interactions with others and therefore show every act of every day. That is ubiquitous. This begs the question then, is anonymity still possible? Bruce Schneier argues “We shouldn’t give up on anonymity- far from it. We should recognise it’s value, and work to maintain it on the internet.” (Offscreen, 2016). To recognise the value of anonymity is to recognise the importance for privacy and free speech. Each informs the other. This suggests that the future of privacy remains interconnected to the future of the internet, the only way to maintain is to work in opposition to those, governments and brands that are progressing to “ubiquitous” observation.

ANONYMITY

Fig. 18 NYC Kids, Oyster Magazine 2013

ANONYMITY

The need for anonymity has never been greater, with the technology that has advanced and is at the end of our fingertips; facial recognition, geo tagging and the constant stream of data we upload ourselves. The sheer volume of data that has been uploaded in recent years is unprecedented. The majority of that data, as previously mentioned, was uploaded by users themselves. With this known, anonymity is becoming increasingly harder with the constant access via smartphones and social media. Juan Enriquez questions the infamous saying by Andy Warhol “ In the Future, everyone will be famous for fifteen minutes.” (Warhol, 1968) Enriquez asks “what if we flipped this, what if you could only be anonymous for fifteen minutes?” (TED, 2013). The reason this question is essential to ask is due to the destination of where this data is being uploaded to. Enriquez explains that everyday activities on social media and mobile technology such as Facebook, Twitter, LinkedIn, cell phones, GPS, security cameras and credit cards has a detrimental effect. Electronic tattoos are permanent and lead to our immortality. The consequence of this is that we are unable to erase any errors, mistakes and regrets - which is human nature to make and have these. We are at constant threat of facial recognition being utilised in order to scan and store information that we, intended for other purposes is used against us. In order to gain an understanding of personality, likes and dislikes, essentially who we are as people which is put to use by companies and governments. Using the information we provide, for their profitable gain. They are using our data as a commodity they can profit from. As people begin to realise this they begin to slowly deflect from these services and want to own a sense of anonymity.

There are successful brands that currently use the anonymity narrative. The luxury brand Maison Margiela for years refused to name their creative director, instead making the focus solely on their product. This narrative was put to use in all aspects of the brand, VM and in store, Advertising, even on the catwalk obscuring the faces of the models. The result is that the brand was elusive and intriguing which became a USP and the difference between them and their competitors, especially in such an over saturated market.

Fig.19 Margiela , 2013 33

ANONYMITY Fig. 20 Sia Billboard Magazine, 2013

Another brand that uses this narrative well is that of musician Sia; although her identity isn’t unknown, she obscures her face from the public opting to never appear in promo such as music videos, cover albums or in photo shoots. This is to protect herself from being harassed and losing her sense of privacy with fans and the paparazzi. Stating in an article “If anyone besides famous people knew what it was like to be a famous person, they would never want to be famous.” (Billboard, 2013) The interesting part of this is that her choice to remain mysterious was part of her rebranding herself, in order to relaunch her career. Her success has not been hindered by this choice however, her albums have tone platinum in multiple countries with her singles charting in the top ten globally. The creators of Agenda Inc, a consulting service to luxury brands, state in an Op-Ed on the Business of Fashion, “We’re entering a period where anonymity is the biggest story of our time.” (McShea and James, 2014) Their argument is that in an overexposed world where Instagram, Twitter and Facebook exist and everyone is tweeting, ‘gramming and updating their status, this provides the opportunity and gap in the market.

Fig. 21 Tim Cook Apple, 2015

Specifically for luxury brands, for items that are aspirational and a goal to reach. “Anonymity as a strategy is about to become big business.” (McShea and James, 2014). If properly implemented, the rewards of this strategy could be advantageous. By embracing this narrative and this strategy, brands are able to use something that is promotionally oppositional to what is expected. Something that resonates extremely well with generation z. Brands that are currently fighting to keep that anonymity are Apple. They are embroiled in a court case versus the FBI. The FBI requested that Apple assist in the investigation into the San Bernardino killer Syed Farook. Apple have refused to comply for reasons stating that by providing the FBI assistance and information they will be providing a “back door” to their encryption. “- a back door into a major piece of software or popular device can be highly lucrative. Buyers range from criminals to governments looking to spy or obtain data they otherwise wouldn’t be able to reach.” (Dave Lee, 2016). By providing this, they will inevitably weaken every iPhone defence. Apple have joined a movement against complying with the government’s

encryption demands; other technology companies are supporting Apple’s refusal, the lobbying group ITI, that represents various renowned companies such as Google, Facebook, Microsoft and Samsung released a statement, outlining their stance in the argument to protect identities: ”Our fight against terrorism is actually strengthened by the security tools and technologies created by the technology sector, so we must tread carefully given our shared goals of improving security, instead of creating insecurity.”(Dave Lee, 2016). This is backed up by Edward Snowden, regarding the US government saying the FBI’s claims that they are unable to gain access to the phone themselves, that “The FBI says Apple has the ‘exclusive technical means’ to unlock the phone. Respectfully, that’s bullshit.” (Snowden via Samuel Gibbs, 2016). If anyone has the right to rubbish the FBI claims, it is Snowden. The point isn’t that Apple are refusing to give up this information and lay down for the FBI but that people are backing and supporting Apple, not the government. In this unprecedented battle, the government may lose to a tech brand and it is their own doing. In a Post Snowden society, due to revelations the public no longer trust their governments and instead are supporting and keeping their loyalties with brands they trust - a win for Apple. Does this represent a shift in the way brands and consumers interact? Are brands now becoming more trustworthy than governments?

IDENTITY

Fig. 22 Maisie Williams, ES 2015

IDENTITY

The consumer cohort that is being explored, is Generation Z. For the sake of research the age threshold begins at ten and ends at nineteen. Understanding this generation is to understand their family, upbringing, school life and activities; both off and online. They were brought up during the recession, during the age of war and terrorism being a constant threat, this generation will not remember 9/11 but will have been affected by the aftermath. The important thing to understand and which will give key insight into this consumer is that identity is everything to them. 38

Fig. 23 Lourdes, 2016

IDENTITY

Fig. 24 I am Cait, 2016

Clearly form the zeitgeist we can see that there is huge change happening in the arena of gender, whether that be trans, equality and norms. The concept that identity and gender are a performance, has been discussed for decades. Judith Butler argues that societal expectations and reinforced ideologies around gender has caused the unnatural, “reinforcing a binary view of gender relations in which human beings are divided into two clear-cut groups, women and men. Rather than opening up possibilities for a person to form and choose their own individual identity” (Gauntlett, 1998). The cultural shift in recent years doesn’t have a direct starting point, rather than a series of events that have gradually caused the shift to happen. Maybe it is the obsessive use of social media, with apps like Instagram and Snapchat meaning that behind the scenes of everyone’s life is on display. Maybe it is the activism attribute that this generation contain compared to the millennial, whom are fairly self orientated. The most recent and most prominent of these events to occur is the public transition of Bruce Jenner. Formerly known as Bruce Jenner, a gold medal winning olympian, a man who appeared to enjoy traditionally masculine activities on the reality TV show in which he starred. Golf, go karting and extreme sport were all shown and all are often referred to as ‘masculine’ sports. However there was a intake of shocked breathe around the world when Bruce announced his decision to

undergo gender realignment surgery and instead become the person he has always known he is; Caitlyn. Now this isn’t wholly about the trans gender community, they are a part of it, it is about the identity that Caitlyn portrayed for the majority of her life. Societal norms presented her with the decision to choose ‘masculine’ sports and perform them for the satisfaction of others. The Kardashian audience is Millennial and Gen Z, therefore they will have be aware of this announcement. Caitlyn is the most high profile Trans spokesperson in the world right now. Formerly known as Bruce Jenner, a gold medal winning olympian, a man who appeared to enjoy traditionally masculine activities on the reality TV show in which he starred. Golf, go karting and extreme sport were all shown and all are often referred to as ‘masculine’ sports. However there was a intake of shocked breathe around the world when Bruce announced his decision to undergo gender realignment surgery and instead become the person he has always known he is; Caitlyn. Now this isn’t wholly about the trans gender community, they are a part of it, it is about the identity that Caitlyn portrayed for the majority of her life. Societal norms presented her with the decision to choose ‘masculine’ sports and perform them for the satisfaction of others. The Kardashian audience is Millennial and Gen Z, therefore they will have be aware of this announcement. Caitlyn is the most high profile Trans spokesperson in the world right now.

IDENTITY

Fig. 25 Jaden Smith Louis Vuitton, 2016

The shift in culture from that moment on became evident; in all parts of the media; in particular, fashion. A stand out moment from this culture shift and from this generation is the decision by both parties, to showcase Jaden Smith as the face of Louis Vuitton Womenswear. Smith is renowned for questioning the gender roles via his clothing, for example he controversially wore a flower crown to Coachella, as well as his wearing a skirt to prom. Smith provided commentary in the form of a sarcastic tweet, stating the importance to dropping the gender association, “Went to Topshop to buy some girl clothes, I mean ‘clothes.’”. (Lauren Duca, 2016). The priorities of the younger generation are that of cultural importance, consumers follow and look for inspiration, Jaden and gender norms, Zendaya and black barbie/ photoshopping and Amandla Stenberg and Rowan Blanchard with cultural appropriation and fluidity of sexuality respectively. In a world where They are proof that 42

Gen Z are paving the way for the future in regards to identity. Unsurprisingly, results show that only “48% refer to themselves as being completely heterosexual.” as opposed to their millennial predecessor which “65% identified as being completely heterosexual” (Shepherd Laughlin, 2016) From this information, thinking about them as consumers, and their position on the diffusion of Innovation model, (see fig.26 ) they are classed at Early Adopters as they are trailblazers and innovators themselves, evolving the expectations and traditional moulds.

Fig. 26 Rogersâ&#x20AC;&#x2122; Diffusion of Innovation, Amy Catton, 2016

Early Majority

Early Adopters

Innovators

DIGITAL NATIVES

Fig. 27 Rowan Blanchard Instagram 2016

Fig. 28 Amandla Stenberg Instagram 2016

DIGITAL NATIVES

This generation are the only true digital natives. Millennials and those before them remember a time without the mainstream use of internet. Generation Z are the first generation in which all of their baby photos and childhood memorabilia is digitised, their first moments are plastered over social media, even before they were born their sonogram was residing on Facebook. Their most valuable and treasured memories have been uploaded to the world without their consent by their families. This is the reason they are stirring a revolution. Because of this reason, they tend to not be as present on social media such as Facebook, and instead opt for YouTube. This platform is preferred as it is more engaging for their eight second attention span, it is more authentic and transparent than it’s competitors. YouTube to Gen Z can be compared to what TV was to millennials. (PR Council 2016) The media that impressionable young adults consume shapes the influencers, celebrities and ideals they interact with, therefore the notion that the new TV is YouTube has a ripple effect across the whole of media. Non traditional influencers are being catapulted into the global sphere with a huge connection to gen Z. According to a report published by THE JWT Intelligence group;

“70% of this cohort watches at least 2 hours of YouTube content per day.” (2016) YouTubers like Zoella, Grace Helbig and Tyler Oakley are internationally renowned with their own brand, book deals as well as collaborations with other brands. This is also evidenced in an interview with a sixteen year old, when detailing his daily social media interactions, Youtube remained a the top priority. “ I watch 2 hours of youtube per day whilst Im watching try to go to sleep.” (Catton, Amy Interview 2016 see Appendix F) This action employs the use of the second screen, yet Gen Z do not only utilise one screen they often have three of four screens in use at once. The iPhone, the iPad and TV. The respondent also states his favourite Youtube stars - who all have global success. “Miniminter, Syndicate and a non gaming one the F2 Freestylers.” (Catton, Amy Interview 2016 see Appendix F). The majority of stars are celebrated for either their skills, showing tutorials in either gaming or make up, their commentary or their personality. This is a key insight from the use of YouTube, personality and transparency are vital, Youtube is the main focus when the second screen is in use. This raises the question, what is the future of these non traditional celebrities and role models.

DIGITAL NATIVES

The obvious natural next step for the big idea is to offer an alternative to the current mainstream route to the internet and the traditional way brands and governments collect data. The initial ideas were to rebrand and relaunch The Dark Net after being inspired and informed from Jamie Bartlett’s book on the matter of the deep web. However many problems occurred during the testing phases, namely, if the dark net is purposefully anonymous- why is there any need to make it mainstream? Surely that is negating the aim of the service. This is the key obstacle to the initial big idea. In order to overcome this, expert advice from Bartlett himself, he stated the key aspect to revolutionising the Dark Net for a mainstream consumer. “…this will also require the Tor network - or other similar ones - to get far quicker and smoother if they are to become truly mainstream. The mass of people like privacy but I think they still prefer convenience and usability.” (Catton, Amy Interview 2016 see Appendix E). There is also the issue of competing against the many giant tech companies and search engines. Rather than rebranding and relaunching the dark net itself, a regenerated idea has formed which involves the creation of a new and innovative way of providing the consumer, generation Z with an alternative approach to protecting their privacy and data. This will be realised with the creation of a new brand that offers this protective service via the route of experiential marketing with the final product being an app that is downloaded during the experience. It is essential a way of curating and ‘hiding’/‘deleting’ content from all channels of the internet. This also means they can edit their digital footprint for sections in which they wouldn’t have been a willing participant, such as childhood photos. The final big idea: Providing a service that seeks to enlighten digital natives around the control they have over the new luxury that is privacy, through the use of virtual reality.

Fig. 29 Willow Smith, 2015

INSIGHTS

From the information gathered, the insights that have been extracted are these;

Privacy is now a luxury.

Gen Z share their personal data yet wish to retain as much control as they possibly can, controlling the location, the viewer and the duration of which their data and content is viewable.

The consumer is subconsciously aware that they want ephemeral services yet they do not consciously realise this.

Providing a service that seeks to enlighten digital natives around the control they have over the new luxury that is privacy, through the use of virtual reality.

The Situation

As found through primary research conducted with the consumer (Catton, Amy Creative Focus Group 2016 see Appendix G) it has revealed that they are exercising the system one cognitive process, as David Kahnemann argues the subconscious mind makes quick and natural decisions whereas the system two is the rational, controlled and reflected thought process. (Kahneman, 2011). This is the crux to understanding the consumer Gen Z, they are subconsciously choosing ephemeral and visual platforms. This is the key to unlocking their potential to control their data. The consumer is unaware of their need for this service, yet they are choosing these services therefore negating their system two response. To achieve the stated aim and objectives, the outlook of the landscape is that the privacy sector is fairly crowded. There are many sub sectors within this overarching conglomerate that is â&#x20AC;&#x2DC;Privacy & Securityâ&#x20AC;&#x2122;. The area that is being explored revolves around control of data - not security. This market has recently exploded with more apps, services and brands appearing. Therefore a point of differentiation is essential to the longevity of any brand. There are dominant brands that are leaders in this sector, mainstream giants such as Facebook, as well as obscure and niche brands such as Handshake, Epic Browser and Cozy cloud to name a few.

CASE STUDY : HANDSHAKE Handshake is a company that strives to enable consumers the ability to earn a profit from selling their personal data. Companies are already able to do this and therefore Handshake are enabling consumers to become involved in the exchange of their data. They have a colourful and approachable design recipe and tone of voice which is essential to translating the technical and complex world of data to a language that is relatable to the consumer. The service itself is currently in Beta design, this is suggesting there is the need for this service as well as the brand improving and listening to consumer feedback. Strengths: Consumers are able to directly communicate with a brand. Negotiation is a key feature of this app, allowing the consumer to hold the power & the price of their data. Weaknesses: Their services are very muddled and confusing for the â&#x20AC;&#x2DC;everydayâ&#x20AC;&#x2122; consumer.

CASE STUDY : COZY CLOUD Cozy Cloud is a brand that offers a private cloud and app platform, providing consumers with a virtual assistant via the range of apps available. The tone of voice and design recipe are also that of a colourful an playful nature, allowing the consumer to feel comfortable and at ease in order to sign up and give their data to the brand. This is a bubbling up and recurring theme with the privacy sector as the subject matter is complicated, many people do not want to be confronted with hard and serious facts and a looming brand tone of voice. Strengths: The core idea and service is an alternative and much needed rival to Apple and the iCloud,. The brandâ&#x20AC;&#x2122;s visual information and icon usage shows the level of understanding, the breakdown

of important and vital information to the costumer in order to make the information digestible.

Weaknesses: The branding is simple, friendly and approachable yet it conflicts with the services available and language used to describe these. This illustrates a divide and confuses the message to the consumer, causing them to question the brand and their authenticity.

Fig. 30 Douglas Coupland 2014 52

Fig. 31 Competition, Amy Catton 2016

“

i agree

“

Terms and Conditions

Who are Terms & Conditions? Terms & Conditions is an innovative and complex brand that offers a sense of rebelliousness to the consumer. The brand has many levels including the Outlaw archetype, this is due to the nature of the service as well as the revolutionary values the brand upholds. The system of values that the brand also believes in, aligns with that of the consumer, the right to freedom of speech , liberation and privacy. Another level is the brandâ&#x20AC;&#x2122;s core and essence is the belief that control should be given back to the consumer rather than companies, corporations and governments.

Fig. 32 Logo, Amy Catton 2016

AIMS Change perceptions of the relationship and exchange culture between data and control. To grant digital natives control over their data and their digital footprint.

OBJECTIVES To raise brand awareness. To build conversions for the brand app. Promoting the pop up experience. Engage consumer with innovative content.

Fig. 33 Data Screen, Amy Catton 2016 57

Brand DNA PICTURE OF SENDER

. 34

201

Physique Playful, Logo Sleek,Colour

Relationship Control, Exchange Reassurance

Reflection Youthful, vivacious, creative, Intelligent

Personality Innovative, complex & clever

Culture Freedom of speech, right to privacy.

Self Image I am an individual I own “me” I am an activist.

PICTURE OF RECIPIENT

What’s the message? So, what is the message? The message is the one dominant ideal that the brand will communicate across all channels and devices used, this will form the integrated campaign. The message embodies control and power. You are power, take back your control. As the message is heavily political the message should be delivered in a method that doesn’t dilute but delivers it in an obtainable and stimulating way. It is embracing the anti establishment and wit that resonates with the present 58

consumer, with campaigns such as Diesel’s ‘Be Stupid Philosophy’ campaign, as well as more recent campaigns from the likes of Adidas’ ‘Predator Instinct: The Game’. These brands all offer the costumer a narrative and vivacious charisma through the copy language and the concept behind the narrative itself. The message behind Terms & Conditions will mirror this and incorporate the play on the words Terms & Conditions as there is blatant satire in the choice of brand name.

INTERNALISATION

EXTERNALISATION

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on att

Fig. 35 Archetype Wheel, Amy Catton 2016

At surface level, the brand Terms & Conditions falls into the ‘Ruler’ archetypal category. The ruler’s motivation is that of stability and control, the brand is offering this as the final feeling when purchasing the product. However the profound category of archetype that the brand is exercising with the services offered is that of ‘The Outlaw’ as although the shallow motivation is that of controlling data the final service allows the defiance of traditional conformity and violating social norms. It also involves heavily the use and innovation of the internet which inherently personifies the outlaw. As described by Margaret Mark the Outlaw’s motivations are those of mastery/risk.“Heroes and outlaws shows how archetypal theory provides a sound, proven methodology

for establishing a memorable and compelling brand identity.” (Margaret Mark et al) The archetypal character will form the basis for the identity of the brand Terms & Conditions. The key considerations of the outlaw involve the core desire, goal, fear and strategy. The Most motivating factor, is the desire of revolution. The goal is the disruption of a society that is involved in the oppression and tyranny of governments in regards to surveillance as well as to destroy what is currently not working and strive to develop improved systems. The fear is that of being powerless, trivialised and inconsequential. As well as the strategy to disrupt and shock. The final considerations are that of a trap and a gift.

The trap in typical narratives, include the risk of being turned to the dark side, the side of criminality and greed. The reward and gift that is the final end to every outlaw’s story is usually outrageousness and freedom. Examples of brands that employ the Outlaw archetype for their identity purposes are Diesel, Jack Daniels and Harley Davidson to name but a few. Harley-Davidson employ the rebelliousness of the Outlaw archetype whilst simultaneously retaining the patriotism of their American values. This isn't all due to their branding however as there have been celebrity endorsements and product placement within films such as ‘The Wild One’’ that have assisted in achieving the brand’s status of Outlaw. Another brand that has also cemented their Outlaw identity is surprisingly, Apple. The motif of the brand connotes the image of Adam and Eve in the Garden of Eden rebelling against their ruler and omnipresent God. As described by Mark, “Apple is associated with the radical potential of computer technology to return power to the people.” (Mark, 2001) Apple utilised the challenger brand mentality when entering the market, since they have continued to be show the brand as progressive,

pioneering and iconoclastic. The insights from these brands have shown that the identity of a brand is formed of many layers and is a complex entity yet there has to be one message that is communicated to the consumer, the message must be integrated into everything the brand outputs into the stratosphere. In order to deliver the message appropriately, the target consumer must be defined. A previously stated, the consumer belongs to the Generation Z cohort. They’re heavily influenced by Youtube, overtaking traditional forms of media. They have an entrepreneurial and activist spirit and they cannot be defined by gender or societal norms. This consumer has an evolved anti establishment sense in them, they do not oppose governments and wish to overthrow them. They wish to better them and outthink their competition. This consumer must be segmented into the Iconoclast. The Iconoclast can be described as the rebel. An intelligent outlaw. Therefore this consumer must be spoken to by brands with a level of respect and understanding. There is also the Sceptic as they have different definitions of rebellion to the Outlaw, their idea of a rebellion is much more calculated and processed. The brand targets both male and female demographics, ofthe 11-19 age bracket. As mentioned they shall fit into the two categories; The Sceptic and The Iconoclast.

Fig. 36 Consumer Profile #1, Amy Catton 2016

Fig. 37 Consumer Profile #2, Amy Catton 2016 65

THE SERVICE

The Experience An invaluable insight illustrates the craving for interaction and shareable experiences over the desire to buy products within the target consumer. An immersive and innovative experience will entice the consumer from the outset. Current trends among marketing and the consumer is the use of the Snapchat filters and lenses. Along with the ability to geo tag filters, and have ‘Live’ stories as well as the ‘Discover’ feature, snapchat has proven itself to be a consistently valuable tool to brands and marketers. With Snapchat’s core audience being dominated by 13-25 year olds (Marketo). The app is a platform that allows brands to create, share and experience original content which is then viewable either for 10 seconds or for 24 hours. The promotional tool in the app can be leveraged to fit the brand’s aims and objectives. If the brand wants to leverage the app to gain awareness at an event, the geo tag is the most useful tool

available. However if the brand aims to produce original content to engage the consumer and remind them of the brand or reposition the brand itself they are able to produce behind the scenes, competitions and new product sneak peeks. Terms & Conditions is holding an event that’s aim is to bring awareness to the cause as well as the brand. The event is not an event in the traditional sense, it is an experience. Much like the Box of Wang, produced by the Circle Agency, Terms & Conditions will construct a simple, plain and intriguing white box. Unlike the Box of Wang, it will be transported around the US, built overnight and placed in notable locations with high footfall and relevance to the brand’s core values. Consumers will be intrigued and therefore unable to oppress their desire to discover the box’s contents, once the consumer has entered the box they are presented with an iPad docked on a stand. The iPad will hold a contract that will be familiar to the consumer, a terms and conditions policy and agreement. In order to proceed the consumer must agree, then and only then will the experience begin.

Fig. 38 Experience Mock Ups Amy Catton 2016

Fig. 39 Box of Wang, Circle Agency 2015 67

THE FLOORPLAN ENT

EXIT Fig. 40 Experiential Marketing, 2016

The experience itself is an extension of the augmented reality that snapchat has deemed socially normal, the next stage of augmented and virtual reality involves the use of holograms. Wearable technology from brands such as Oculus Rift, Google Glass and most recently Microsoft Hololens have employed the progression of virtual reality, something that mainstream retail has employed still in its infancy. Snapchat is leading the movement with communicating to consumers via augmented reality. Although snapchat filters are not as advanced as technology such as Hololens and those mentioned previous, it has executed what most brands cannot; taking the technology and placing it within the consumersâ&#x20AC;&#x2122; most intimate device, the smart phone.

Before Once inside the box, and agreed to the terms and conditions the next step is the experience itself. The consumer will be directed to place a headset on, and place their smartphone on a white podium. The headset then begins to hack into their phone and therefore their lives. The podium that the phone rests on is able to intercept and interpret data from the phone and visualise all the data that is within the phone itself, along with this information that the phone has provided, their name, their address, their face etc. The Hololens is then able to essentially hack into their digital footprint. The consumer will then be completely overwhelmed with the sheer volume of private data that they are being bombarded with. Private texts, calls, emails as well as photos and data they believed to be inaccessible has been proven to be easily observed and viewed. The data is all visualised via 3D holograms, interactive and adaptable which the consumer can choose to zoom, close, edit etc.

During The journey begins at the very start of their digital footprint and progresses until the same day of the experience, with the most content heavy sections being accelerated. Something that the consumer is able to change and adapt to their needs and personal preference. The consumer is given all control about the duration and the end of the experience.

After After the experience, the consumer will takes off the headset, pick up their smart phone and exit the box. Whilst the phone was resting on the podium, an app was downloaded and installed with the information that the consumer was just exposed to. They are now able to control that data via the app.

Fig.41 Loyalty Loop, Amy Catton 2016

THE APP

The app embraces and merges content from all platforms. It will provide the consumer with the ability to edit and ‘delete’ the posts and photos that may have been uploaded to the internet without their permission and consent e.g their unwilling participation in other people’s footprints; baby photos etc. The app will be easy to use and become integrated into the consumer’s life. The ‘best self’ that is crafted by the consumer will then become the dominant footprint, with the curated version overtaking the existent one.

Fig. 42 t&c’s App Mock ups, Amy Catton 2016

Fig. 43 t&c’s App Mock ups, Amy Catton 2016

THE CAMPAIGN

As the shared experience element is essential to the Iconoclast consumer, the experience must be readily accessible on their most precious of platforms, Snapchat, Instagram and Youtube. The campaign must be integrated within these two channels. Terms & Conditions will have a branded geo tag Snapchat filter with relevant icons describing the experience itself. Although the brand is niche and independent, the budget for a snapchat filter is very achievable. This will be available in each location that the experience stops in. There will also be a Terms & Conditions snapchat account that will be launched along with the soft launch of the first box. The account will contain behind the scenes and exclusive content with narrative around the ethos of the brand. The soft launch has been chosen due to the nature of the brand, a soft launch requires less cost, risk and is able to test compared to the higher risk, media and cost of a hard launch.

5C’s of Social Media

CONTENT Terms & Conditions experiential event itself is the content that the majority of consumers will discuss and share with their peers. The shared content will be dominated by the consumer, with the brand producing the behind the scenes. This is to introduce the brand to the consumer. The behind the scenes content that shows the production and sheer volume of people that are involved in the will engage the consumer with the values and ethos of the brand - a value that they also hold in high importance.

CONTEXT

COMMUNITY

Terms & Conditions social media content will be shared via the channels discussed, Snapchat, Youtube and Instagram. All predominantly visual platforms, they drive the discussion and shareable content. There are three different ways each platform will engage the consumer during he campaign and launch. Snapchat will be used initially by both the brand and the consumer in order to create and share instant content that promotes the awareness of the brand. YouTube will be used by the brand to produce valuable content that outlines the privacy movement and details the brand’s value, YouTube is the most polar digital tool in regards to research for the Iconoclast consumer. Instagram will be used to gage the success of the #myterms as it provides a positive message and will allow the consumer to engage with the brand and the privacy movement.

The community around Terms and Conditions will be cultivated via the app as users are encouraged to share their footprints as they would have created them. They are therefore engaging with each other and will build a community of peers who share the same system of belief as one another as well as the brand. This will entail them to form a stand against the ubiquitous surveillance society, adding more fuel to the privacy movement.

CONTINUITY Terms & Conditions will continue to engage with the consumer from the coattails of the experience, the channels, previously described will connect with the consumer on different levels, as they will continue to use the app’s features to edit their ever evolving digital footprint. As well as content and informative articles that will appear in digital and physical zines similar to newsletters, which are downloadable and purchasable through the app. A zine will also be available after the experience.

COHESION All Terms & Conditions channels will need to be cohesive and integrated, reflecting the overall message of control and anti authoritative. The narrative and theme of the brand that needs to be conveyed is that of satire and youthful rebelliousness. The US launch of the brand will coincide with the official soft launch. The UK will be targeted too, but that will be in the future of the brand’s strategy. There will be no traditional website for Terms & Conditions as Lauren Sherman argues that snapchat and other social platforms has “killed the homepage” (Sherman, 2016). Generation Z is no longer interested in traditional websites, the app is the most accessible via their smart phone device. Terms & Conditions will be strictly app and social.

Snapchat Geo Filters & Instagram #

Fig. 44 Instagram Mock Up Amy Catton 2016

The brand offer exclusive insight into the developing technology and experiences and events that will be introduced within the next 12 months.

The campaign on the brandâ&#x20AC;&#x2122;s social channels begins - allowing the intrigue of the previous â&#x20AC;&#x2DC;non personaâ&#x20AC;&#x2122; online to attract consumers

The Terms and Conditions experience travels to London and the UK.

Experience tours the US Market - in high foot traffic areas, targeting the consumer Soft Launch

6 months

7-9 months

Word of mouth & Consumer generated content cause a higher level of awareness

Terms & Coniditons becomes the cultural conversation around privacy and freedom of speech Experience & brand goes global.

Terms & Conditions hitches a ride to festivals throughout summer in the US,UK and Europe. Essential to reaching the target consumer, more focused.

Consumer Behaviour

Fig. 45 Foggsâ&#x20AC;&#x2122; Behavioural Model, Amy Catton 2016

The behaviour that is currently exhibited and requires transformation, is not the subconscious decision as they are the crucial and most valuable decisions to any brand - the unconscious choice to access the service being provided. However, the challenge is to change the outlook of the consumer and raise the profile of the reasons why the choices they are making. As well as changing the outlook of the subject, to raise awareness of the issue with control of data. The consumer will be marginally aware but the brand must fight to engage the consumer with the knowledge and tools to be informed around the subject. In order to achieve these behaviour change objectives, Foggâ&#x20AC;&#x2122;s behavioural model illustrates the process in which the brand will use to execute the change. The triggers are only successful when the motivation is high and the ability is easy. Therefore the brand should take these factors into consideration when producing the services and consumer touchpoints.

The Evolution

The future of the brand Terms & Conditions is unfathomable, there are factors including the accelerating development of technology, the controversy and laws surrounding privacy and surveillance globally as well as the teenage primal anti conformist nature. However, the continuance of the digital age and shareable experiences will always present a backlash and create an opposing movement. The iconoclast consumer is evolving the way not only in which consumers interact with retail technology and each other but how they interact with brands. Insight has shown the future of targeting Generation Z to be with experiential marketing. It has also illustrated the importance of control to their demographic in regards to their content, data and information. They too have a stake in the future of the internet and their identity in regards to the platform.

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REFERENCES

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ILLUSTRATIONS Fig.1 Coupland, D. (2016) Deep Face Electronic superhighway 2016 – 1966: Whitechapel gallery [Artwork]. Available at: https://exhibitionsmith.wordpress.com/2016/02/14/electronic-superhighway-2016-1966-whitechapel-gallery/ (Accessed: 24 April 2016). Fig. 2 Wired (2015) Edward Snowden [Photograph]. Available at: http://assets.nydailynews.com/polopoly_ fs/1.1901862.1407939081!/img/httpImage/image.jpg_gen/derivatives/article_400/edward-snowden-wired-magazine.jpg (Accessed: 24 April 2016). Fig. 3 Arellano, B. (2011) The day of 1000 Iconic photos Available at: https://iconicphotos.wordpress.com/2011/09/04/theday-of-1000-iconic-photos/ (Accessed: 24 April 2016). Fig. 5 Meier, G. (2010) Honey, jelly and toppings Available at: http://novembremagazine.com/honey-jelly-and-toppings-bygunnar-meier (Accessed: 24 April 2016). Fig. 6 Stepien, Z., Keller, M. and Tzarkusi (2010) Teddy & Alex. Available at: http://novembremagazine.com/teddy-alex-bymarlen-keller-zuza-stepien-tzarkusi (Accessed: 24 April 2016). Fig.7 Huntingdon Whiteley, R. (2016) Snapchat [Snapchat]. Fig.8 Hadid, G. (2016) Snapchat [Snapchat]. Fig.9 Jenner, K. (2016) Snapchat [Snapchat]. Fig.10 Catton, A. (2016) Hierarchy of Need. Fig.11 Getty (no date) Available at: https://scstylecaster.files.wordpress.com/2016/02/kanye-doubles-tidal-subscriptions. jpg?w=960&h=540 (Accessed: 24 April 2016). Fig.12 Ulman, A. (2015) Excellences & Perfections [Social Media]. Fig.13 LSN Global (no date) The Optimised Self Available at: https://www.lsnglobal.com/tag/The+Optimised+Self (Accessed: 24 April 2016b). Fig.14 Catton, A. (2016) Android Tokyo . Fig.15 Catton, A. (2016) London Data Set. Fig.16 Ozone Stone, Z. (2013) These crazy science experiments are actually gorgeous abstract art Available at: http://www. fastcoexist.com/1681538/these-crazy-science-experiments-are-actually-gorgeous-abstract-art/5 (Accessed: 24 April 2016). Fig.17 Kirichenko, A. (2013) Street style: Anatoly shoots NYC kids | fashion magazine | news. Fashion. Beauty. Music Available at: http://www.oystermag.com/street-style-anatoly-shoots-nyc-kids (Accessed: 24 April 2016). Fig.18 Madsen, A.C. (2014) A face to a name – when suzy menkes identified the margiela designer | watch Available at: https://i-d.vice.com/en_gb/article/a-face-to-a-name-when-suzy-menkes-identified-the-margiela-designer (Accessed: 24 April 2016). Fig.19 Billboard (2013) Sia Available at: http://www.billboard.com/files/media/sia-bigger-600.jpg (Accessed: 24 April 2016). Fig.20 Tim Cook (no date) Available at: http://hyderabadtalks.com/wp-content/uploads/2014/03/o-APPLE-CEO-TIM-COOKPRODUCTS-EXPENSIVE-facebook.jpg (Accessed: 24 April 2016). Fig.21 Brough, J. (2015) Maisie Williams Available at: http://static.standard.co.uk/s3fs-public/styles/story_medium/public/ thumbnails/image/2015/08/20/10/AN77315314150728-ES-Maisie-.gif (Accessed: 24 April 2016). Fig.22 McCartney, S. (2016) Lourdes Available at: http://lolaleonfan.tumblr.com (Accessed: 24 April 2016). Fig.23 Leibovitz, A. (2015) I am Cait Available at: http://photos.vanityfair.com/2015/06/22/55882524ca2dc24e4d26ef9a_ caitlyn-jenner-july-2015-vf-06.jpg (Accessed: 24 April 2016). Fig.24 Lebon, T. (2015) Willow Smith Available at: https://i-d-images.vice.com/images/2015/08/03/untitled-article1438616682-body-image-1438617148.jpg?output-quality=75 (Accessed: 24 April 2016). Fig.25 Catton, A. (2016) Rogers’ Diffusion of Innovation. Fig.26 Blanchard, R. (2016) [Instagram]. Fig.27 Stenberg, A. (2016) [Instagram]. 86

Fig.28 Yotka, S. (2016) Jaden Smith and a video game character star in Louis Vuittonâ&#x20AC;&#x2122;s latest campaign Available at: http://www.vogue.com/13384178/jaden-smith-louis-vuitton-campaign/ (Accessed: 24 April 2016).

Fig. 30 Douglas Coupland 2014 * (2014) Douglas Coupland: Everywhere is anywhere is anything is everything Available at: http://www.artoronto.ca/wp-content/uploads/2015/02/Towers_-_20141. jpg (Accessed: 7 May 2016) Fig. 31 Catton, A. ( 2016) Competition. Fig. 32 Catton, A. ( 2016) Logo. Fig. 33 Catton, A. ( 2016) Data Screen. Fig. 34 Catton, A. ( 2016) Brand Identity Prism. Fig. 35 Catton, A. ( 2016) Archetype Wheel. Fig. 36 Catton, A. ( 2016) Consumer Profile #1 Fig. 37 Catton, A. ( 2016) Consumer Profile #2 Fig. 38 Catton, A. ( 2016) Experience Mock Ups. Fig. 39 2016, T.C.A. (2016) Circle agency and UM London think inside the box for H&M Available at: http://www.circleagency.co.uk/2014/11/28/circle-agency-and-um-london-think-inside-the-boxfor-hm/ (Accessed: 7 May 2016). Fig. 40 Catton, A. ( 2016) Experiential Marketing. Fig. 41 Catton, A. ( 2016) Consumer Decision Journey. Fig. 42 Catton, A. ( 2016) Application Mock Ups. Fig. 43 Catton, A. ( 2016) Application Mock Ups. Fig. 44 Catton, A. ( 2016) Application Mock Ups. Fig. 45 Catton, A. ( 2016) Foggsâ&#x20AC;&#x2122; Behavioural Model.

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