Clarity Marketing Report by Amy Chandler

Marketing Report

Contents Page

Brand Analysis Executive Summery - p5 Band personalty and Brand identity - p6 Brand key - p7 Mission, vision, values and tone of voice -p8 Ethics and Responsibility - p9 The Market - p10 - p15

External Analysis Competitive Environment - p16 - p19 Brand Positioning - p21 Customer Profile and Tribes - p22 - p27 Micro SWOT - p28 Macro SWOT - p29

Marking

Brand touch-points - p30 Social Media - p31 PEST - p32 Ansoff Matrix - p33 Concept Evolution - p34 - p35 Product Development - p36 Time Plan - p42 Pricing -p44 Conclusion - p47

Executive Summery

Clarity is an online magazine based around the subject of diverse belief in society looking at religion and culture and its relationship and effect on society. The brand was developed with the intention of reaching people from the age of 18-35 from a range of background whom are interested in the idea of belief and its effect on society. The brand will be designed around the key values of creating a positive, honest and kind platform for people to enjoy, share and learn. Clarity will be made up of an online publication and a monthly mini zine that will contain components of both the online magazine and relevant current events. It will discuses the community of millennial and generation Z that belong to a religion, looking at the conflict with religion and modern day society, the complexity of atheism and agnostic culture and how todayâ&#x20AC;&#x2122;s society thinks and feels about the big questions we face in life. This will be done by telling the personal honest storyâ&#x20AC;&#x2122;s from first hand accounts of what it is like growing up and being a part of a multitude of diverse belief systems. Clarity is an authentic honest accent of the good the bad and the confusing growing up in a world split, we will create a platform that lets people speak out freely without fear of judgment, that lets consumers gain an understanding for others belief and allows them to grow and progress to a better understanding of tolerance. This marketing report will discuss the process of finding our brands niche and why Clarity was created., how we fit in to the market and why there is need for a brand like us. We will look at the tribes of consumers from our direct to indirect. Focusing of current political economical and social trends that have influenced the creating and development of Clarity. We will cover what makes Clarity the brand it is and how we intend to create the brand we envision.

Brand Personalty

Clarityâ&#x20AC;&#x2122;s personalty is influenced greatly by those who contribute to it. It is at the core a honest and authentic representation of the people it aims to inspire. It values itself on being able to reach those who may feel confused, alone or silenced by sharing the personal accounts of others assorted will allow its reader to explore there own beliefs and ideas and thus create a community of acceptance. Our agenda through this creation is to create awareness for the complexity and diversity of belief and that though understanding the origins of ones belief is a direct way to promote tolerance and understanding of people and why people believe, think and act the way they do.

Brand Identity

Clarity Magazine aims to create a safe judgement free platform for people from a diverse range of beliefs to share there experience, encourage eachother and explore their curiosity freely with other like minded people. Clarity is a magazine brand that was designed with the idea of creating a positive informative publication with a honest and personal essence that discusses the idea of belief and a concept. Living in a time where belief is so diverse within one society makes this topic a much needed publication to the discussion of philosophy and ethics of this time. We will do this by telling the personal stories of the good, bad and confusing parts of growing up in the midst of conflicting worlds. Looking at religion, spiritualism, atheism and culture and its harmony and conflict within the world today. Clarity has created a magazine that allows young people to express their ideas, views and belief and enable them to question, learn and discover more from others.

Brand KEY Reasons to believe: - Personal incite in to my concept - Written from personal perspective, each opinion is different making the magazine inclusive off all. - Unbiased - testaments from a diverse range of people.

Values and Personalty: Personal Friendly Inspirational Educational Diversity Essence: To inspirer and encourage millennials to embrace themselves in all their differences, accept others, and celebrate the diversity off our generation and show the amazing complexity of such blended society Discriminator: People may view the publication as either pro / anti religions, where I want to create a mutual platform for the discovery and learning of different culture/ religion - belief and people and sharing of personalty identity and self discovery.

Competitive Environment: Will compete with other lifestyle magazines as well as religions based publications. Its niche will help it stand apart from other market groups as it encompasses both lifestyle and religion in a non political mutual way, and involves a blend of religions and cultures.

Benefits: Knowledge about other cultures and religions Gain understanding of others beliefs Encourages and supports those experiencing similar circumstances Inspires millennials to strive for knowledge, question and gain better understanding of both them self and others.

Insight: Growing up in a society that was so poler opposite to my own religion, I battled with that to think, believe and what values I should base my life around. I wanted to create a platform, that talks about religion and culture and the challenge of learning to balance the embracing and questing of both cultures

Target: Brands target market will be millenils aged 18-35 who have been brought up or involved in a religion/ culture background, or those who are interested in different religion/culture, the publication will also be accessible to the older generation to educate inform and try to gain their understanding of what the younger generations ideas and thoughts about their belief system and cultures.

Mission

Our intention for clarity was to create a open free thinking and judgment free platform that would address the challenge of belief as well as celebrate the diversity of beliefs and cutler now present in our society, We are a creatively minded magazine that though a series of collaborative opportunity have created honest and personal content for our abundance to help them understand and explore the multitude of belief systems they interact with on a daily basis. We believe that they key to tolerance and understanding of each others ideas and belief is to understand the origins of each of us and where theses beliefs came from. We aspire to showcase and document as many people as we can from all walks of life, we believe everyone has a story to tell that can encourage and teach.

Vision

Clarityâ&#x20AC;&#x2122;s vision is to create a platform were young people from a range of belief, religious and cultural background are able to share inspire and support each other, were questioning is encouraged and understanding and tolerance are embedded within a community that wants to show the positive side of religion and belief as well as address the unspoken issues that young people face when in the middle of two opposite societyâ&#x20AC;&#x2122;s, we hope to create a visual and creative safe environment for our readers to export and expand there ideas and minds. .

Values

Clarity aims to produce a creative magazine with educational and personal stories that will inspire its audience to speak up about there own experience and create a community for those who have felt silenced, confused or happy and existed about there ideas beliefs and attitudes to help those questioning and provide entertaining and honest content for those fascinated by belief and ethics. We wish to create a friendly platform that talks honestly and positively about all personal account within it.

Tone of Voice

Claritys tone of voice, is friendly, positive and confident, we believe in honesty and the integrity of our brand is based on the trust we have in or consumers to stand up for what they think and believe in as well as respecting the ideals of others openly thus creating a comity of celebrated diversity of religion, values and morels.

Ethics and Responsibility Clarity as a brand is aware of the ethics and the need to be aware of empathy as a big part of not only our brands image but also the empathy that needs to exists within our journalism and design elements. A large part of our brands values is to be able to reach a multitude of people from an assortment of background and due to this we need to be aware of each person that could potential read our magazine. We have done this by avoiding an bias within the creation and righting of the content by interviewing and gathering storeys from a number of different people from different backgrounds.

First and formats our aim to create and honest and safe space for our readers, this is done by making sure anyone who wants to express there views and opinions are given the chance to. As part of this Clarity must ensure everyone no matter what background and view point they come from are given equal opportunity, thus creating a platform free of bias. At the same time there needs to be an element of policing what people input in there testimonyâ&#x20AC;&#x2122;s and interviews, we understand as a brand how important personal belief is religions ethical political or otherwise, as such we want to treat all belief with the respect they deserve, and as such do not want to give voice options that could be deemed as discriminatory of any belief or people, we need to find a way to find balance of showing the truthful environment as well as keeping the bran a safe space for its consumers.

Honest and safe space

We have ensured though the advisement of the brand both on social media and the online publication / website that the aim and objective of Clarity is to openly discuses beliefs and share and understand better the people that exist within our sociality, we have ensured that are target market that we will aim to both deliver content to and help us create content are open minded individuals. We have insured every person we interview has an understanding of what our brand stands for - tolerance and understanding of divers belief - and is happy to be interviewed and/ or create content for the magazine with the understanding that we want to showcase comes from a place of tolerance and education. We do not want to overshadow or hide beliefs but to but ensure that everyone we give platform to showcase there opinion dose so with the discretion of the brand and is able to express there beliefs in a way that dose not discriminate or judge.

THE MARKET

MACRO TRENDS

Alternative spirituality

â&#x20AC;&#x153;Organised religion may be out of favour among young people, with only a fifth (20%) of Millennials and Generation Z attending religious places of worship, according to a Vice and Virtue study conducted in the UK and the US. But a majority (80%) said they feel a sense of spirituality and believe in a higher power.

As a result, some young people are swapping traditional religions for spiritual modalities, which are becoming established as an antidote to anxiety. Research shows that teenagers with a spiritual connection are 60% less likely to be depressed, says Lisa Miller, a psychologist and author of The Spiritual Child.

Alternative beliefs such as crystal healing and astrology are also becoming more mainstream and gaining cult online followings. A new wave of spiritual influencers are taking to Instagram, including Miranda Feneberger, the creator of a series of quick-witted astrology bingo cards that have been widely shared among Generation Z.â&#x20AC;?

-LSN Global

During a time of unrest in the global economical, environmental and political environment, millennial and Gen Z are turning to spirituality, folk religion and other forms of belief systems specifically online as a way to gain control of a world they feel lost in.

This increasing interested in other forms of religion and spirituality have created the perfect marketing environment for clarity as a brand. Millennial and Gen Z the generation to be brought up my Gen x who are proven by studâ&#x20AC;&#x2122;s to be more loyal to there religions and more satisfied and happy with there religion then baby boomers (there parents) by this analogy there children have been brought up with a more positive relationship with religion and that coupled with unlimited assesses to information thanks to the internet has meant the creation of a generation of people that have- rather then following there parents have decided to follow there own ideas and guidance and those has lead them away for traditional religion. Accordion to research done 80% of millennial and gen z identify as being spiritual or believing in a higher power. That means the interest and questioning of life, religion and faith is being questioned more by the younger generation, religion as we traditionally understand it may be changing but not by any means is it going extinct.

Why are millennial and Gen z turning back to religion and spirituality. It appears that our reliance on science and technology has led to a rise in ancient spirituality as adherents seek to connect with like-minded people, as well as with nature, ancestry and the universe. As Silicon Valley billionaires look to play god, people are searching for alternatives.

“With their lifespans extending into an unknown future of technological advancement, gender imbalance, political unrest and potential environmental collapse, people are seeking solace in the magical and supernatural.” Rebecca Coleman, senior writer, The Future Laboratory

We live in unsettling times. Anxiety and depression are widespread. Technology consumes our attention, leaving little time free to initiate more fulfilling projects. The environment is suffering under our stewardship. Inequality is proliferating. The political vista appears increasingly divisive. The list of concerns goes on. These modern woes are perhaps part of the reason why ancient spiritual practices are growing in popularity. Shamanism, witchcraft and the occult are experiencing a revival, especially among Millennials, dubbed ‘Gen Witch’ by fashion magazine i-D. In times of extreme uncertainty and instability people often turn to spirituality and religion. In the Dark Ages, the ever-present threat of disease, short lifespans and a lack of scientific understanding about the world led to a surge in religious fervour.

“Spiritual but not religious.” So many Americans describe their belief system this way that pollsters now give the phrase its own category on questionnaires. In the 2012 survey by the Pew Religion and Public Life Project, nearly a fifth of those polled said that they were not religiously affiliated — and nearly 37 percent of that group said they were “spiritual” but not “religious.” It was 7 percent of all Americans, a bigger group than atheists, and way bigger than Jews, Muslims or Episcopalians. - New Your Times

THE MARKET

MACRO TRENDS

THE LEARNING ECONOMY

https://www.lsnglobal.com/ macro-trends/article/19869/ the-learning-economy

Education has changed from an early-life to a life-long activity, but traditional institutions have failed to keep up with consumers. Brands are now stepping in as partners in this continuing process of self-improvement.

Millenils donâ&#x20AC;&#x2122;t follow tradition they will happily pave there own way and donâ&#x20AC;&#x2122;t put as much stock in tradition as past generations making them more likely to rebel ageist religions tradition and question were previous generations simply just followed, making them the perfect consumer for a magazine that challengers social, religions and accepted traditions. We live in a increasingly complex world. Traditional institutions designed to hold society together have lost the authority they once had. Public trust in government, the financial sector and brands is at an all-time low. Racial division, climate change, inequality and terrorism dominate news headlines. Religion and faith are coming up ageist the digital platform, the idea of faith morels and ethics all in consideration, people are questioning there ideals and beliefs and technology is a big part of the conflict. The idea of ethics in the digital world.

Our traditional moral frameworks of religion and family are declining. Institutions, brands and consumers are now re-evaluating the power of innovation and the need for a moral code fit for a digital era.

Digital media market. 13

In our 2018 Global Entertainment & Media Outlook, we predict the UK sector will grow at a compound rate of 3% per annum over the next 5 years to be worth ÂŁ76 billion by 2022. Digital spend continues to drive the sector growing at 7% per year over this period. The fastest growing sectors will be Virtual Reality (VR) and E-Sports, with the UK representing the largest markets in EMEA for both.

The Market The digital age and digital generation is one of clarityâ&#x20AC;&#x2122;s main consumers, as such the internet has brought about monumental chance in the way of connecting with younger consumers, because of this Clarity will be essentially and online publication with physical publication to be released along side it. Having a primarily digital platform for our consumers means our content can be accessed quickly, directly and without hassle. Making it the more desirable choice for a generation used to a digital cutler where information is readably available to them. However releasing and online publication next to our digital platform allows for the feeling over ownership and nostalgia that is also present in millenniums and generation Z, As such we have chosen to have both the physical publication along with a subscriber pack for our subscribes to receive monthly. This will allow them to access our online publication and website, instantaneously and then later receive the publication along with the rest of the pack later.

'House of Religions' bringing eight faiths together under one roof in Bern

Religion and fashion The Pope wears Prada:

how religion and fashion connect at the met gala 2018

Religion may seem outdated in today society and the dwindling number of people saying that belong to organised religions groups may make it seem as though religion its self is dyeing out, but the interest the both the older and young generations have in religion as a whole is still apparent, the cutler of religion as been used as inspiration in art of millennium and this is no different today. Religious symbolism is ever present in pop cutler today and seen and acknowledged as much if not more then the past few generation the incorporation of religion and religious symbolism in to fashion and costume has been demonstrated by the met gala and the exhibition heavenly body that was the most visited exhibition if the MET has seen to this date. Along with they some of the most famous performers of this generation and the past few generations have used religions symbolism in there performances, fashion and celebrity poisonous, from lady gaga, to Rihanna, Katy Perry and Madonna to name a few, all encompassing and acknowledging the idea of religion and spirituality because it not only generates more interest but fascinates there abundance.

Spirtualty and Religion in pop culture: Performers and artist have involved religion and spirituality within there work for hundreds of years and this is no less of trend today. Famous artist such as Katy Perry have released servile songs featuring imagery within there videos with spiritual and religious inspiration and reference. With these videos and songs gaining huge popularity and in some cases hitting number on of the charts, as an indicator the humanity is fascinated with the idea of religion and spirituality in numerous forms.

The Market The use of religions and spiritual visuals in mainstream media point to an awareness and interest by the public and a fascination with religions symbolism, the fascination with the unknown and supernatural has always been present thought out history and no less today. Belief and variety of belief has never been more present then it is in today society. As such this environment is the best possible for clarity as a brand, our consumers are a part of the to biggest generations, and with that over 80% share an interest in belief weather religious or spiritual.

There context page subheads each topic in to neat sub category that explore weather similar or completely unrelated events, this is a concept I want to look at when creating my publication as a way to divided up the context in to easily decipherable and easy to read chunks. Oh Comely is a lifestyle magazine that explores at a variety of different topics, consents and ideas and includes a rang of different media from art and illustration to photography, graphics and journalism. They feature a range of related and unrelated topics in each of there magazine issues and approach even the serious subjects with a light hearted positive approach. There magazines are all very visual and use photography, illustration and creative typography as a way to created a very individual magazine that reflects the creative minds that are talked about and are involved in the creating of the publication. Oh Comely is a great example for the kind of visual essence and layout of context that I want to include in my publication.

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Strength

Lifestyle magazine that looks at a large range of topics to attract a lager consumer. Engages personal with the audience though commotions and collaborations Easy to access both online and hard copy Creative Includes photography illustration journalism and a music element (blend of mediums used whine) Lifestyle, political and fashion attracting a wide market Range of topics and idea, Uplifting and positive. established customer bases.

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Opportunity

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No fixed topic so versatility to talk about relevant subject from a social,political economical point and so forth. Blend of collaborations allows for a different kind of magazine out come each time

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Weakness

Only sold in hard copy could discourage people from a younger age bracket as not as easy accessed. Feminine look and image could alienate a mail consumer that could still potentially be interested in the magazine. Reliant on other peoples input, leading to inconsistent content Slightly high coast then other life style magazines such as vogue ID or Daze

Threats

Changing economy people don’t prioritize buying magazines when there tight in money, Online publications and website are easy to access and Gen Z and millennial will often chose the internet over physical recourse.

Essence An honest and informative brand based around exposing storeys and accounts that have been ignored by mainstream media.

Values and Personalty: Personal Educational Creative Alterntive

Incite: The brand was created to be a lifestyle magazine with a combination of art illustration and photography, there brand image an essence is based around a fun and friendly vibe they want there magazine to have. Competitive Environment: They will compete with big names such as Vogue and dazed in the element of fashion as well as other small scale lifestyle magazine such as HUH magazine as well as lifestyle;e blogs and influencers.

Benefits: Refreshing and alternative , Help up and coming journalist International Magazine

Reasons to believe: - Fun and positive magazine - Alternative take on a normal lifestyle magazine - Artistic and creatively based

Discriminator: Lifestyle, fashion and photography is now easily accessible online for free by independent bloggers and though social media channels, they have to work hard to create original content.

Target: Oh comely will target young wo,an aged 18- 30, they will target a viraty of incoms, there magzines are priced at apung ÂŁ6 each making them cheep enogh to a majorty of yonng consumers that are working.

Autobiography magazine is a political and ethical publication with an emphasis on creative journalism, there storeys and reports based nearly completely around the ‘autobiography’ of other. This has given the magazine an honest and personal tine of voice. Something clarity aims to produce as well. The magazine also has a assimilable consumer bases to clarity. With its consistent being driven towards a younger generation such as millennial due to its solely online presence and its editor and creator being a millennial as well. The ethical side of the magazine also means that Generation Z and millennial will take an interest in the magazine as they are primarily the generation most invested in the ethical and environmentally issues present toady.

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Strength

Based online, perfect platform for millennial and Gen z whom are the biggest consumer at the moment. Honest issues that talk about silenced topics, the idea of an ethical brand people buy in to authenticity. Original content without fighting with other competitors for storeys Head up by humanitarian so there publicity is based and supporters are centred in that sector. .

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Talks about topics form personal view points offering incite other similar brands do not. Globule news making them accessible in different contester. Knowledge about other contrary’s political, ethical and humanitarian issues. Educate on less publicized storeys and talks about news from personal perspective not political.

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Opportunity

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Autobiography magazine is the closeted competitor in regards to tone of voice, and brand values as well as focussing on ethical and political issues without the topic of religion being involved within there topics, they bases all of there stories round personal incite and testimony, there brand is based solely online and have a similar consumer base to assorted. With very similar tribes such as long life learners and Gen D interested in there kind of brand.

Weakness

The brand have a very closed topic bracket and rely on input from others to make there stories what they area. Little social media presence and very inactivate on there social media. Stores are based around a lot of humanitarian subject and ignores politics this could affect there consumer bases negatively as they are missing out on a large pool of consumers.

Threats

Talks about unheard stores, Potential to miss you out to not coving mass media story. They have deigned there brand in a very serious way, Without many visuals and in a day of social media and visual communication this could inhibit there chanced of publicity. Cover some controversial stories, may have PR issues due to this.

Essence An honest and informative brand based around exposing storeys and accounts that have been ignored by mainstream media.

Values and Personalty: Personal Educational Professional Raising awareness

Incite: The brand was created by humanitarian to tell the storyâ&#x20AC;&#x2122;s that the mass media overlooks or brushes over. There aim is to create an honest magazine that tells the stores of people across the world Competitive Environment: Will compete with other larger mass news brands such as the BBC ITV and CNN there more traditional journalistic style of new telling also puts them in competition with newspapers and other written news publications, there solely based online and this could alienate the older consumer that is much more likely to read a journalistic news piece then watch it unlike the younger generation.

Benefits: Knowledge about other contraryâ&#x20AC;&#x2122;s political, ethical and humanitarian issues. Educate on less publicized storeys and talks about news from personal perspective not political.

Reasons to believe: - Personal incite in to each story, all researched and talked about from personal perspective. - They talk about each story subjectively and without bias.

Discriminator: Talks about unheard stores, potential to miss you due to not coving mass media story, they have deigned there brand in a very serious way, without many visuals and in a day of social media and visual communication this could inhibit there chanced of publicity.

Target: Brands target market will be anyone with an interest in humanitarian work with and interest in world politics and current events, there age demographic would be between 25- 50 as there use of online media only and there professional ,minimalistic style would point to a slightly older demographic that young adults and teenagers.

Competoter Enviroment Engaging with Consumer

Price

HIgh

Low

Creative visuals

Personal

Millennial Consumer

Brand positioning

Online prescience

Competitive edge

Direct consumers for Clarity are few, the concept of combing servile religions in to one magazine and discussing them in a neutral and positive way has not been considered before especially not by brands targeting a younger abundance such as millennials and Gen Z. The concept of religion and spirituality is still very present and though trend research we have discovered that the amount of people aged between 18- 30 are still very involved and largely fascinated by the idea of religion and spirituality with 80% of people saying they believe in some form of higher power or spirituality; This indicants that there is a very vibrant market for clarity, this coupled with the ability to access this brand both digitally and though a physical magazine is essential for a generation that is primarily digital that also has a heightened interest in nostalgia and values novelty of owning a physical piece of work. In comparison to some of our other competitors Clarity presents both a physical and online magazine for our reader. This allows our consumers to not only immediately begin to start reading our content from the second of purchases but gives them a physical publication to increase the sense that there are actuality purchasing something, in addition to this our subscriber pack promotes our readers to subscribe for the full year with the added benefit of the clarity publication 4 times a year and the promotional pack, which is not something any of our competitors offer to new subscriber.

New Religious Millennials AGE: Millennial 18-25

ACORN Classification: City Sophisticates

Direct Tribe

OCCUPATIONS: student/Teacher/young professional LIFE STAGE: studying at an undergraduate lever or post graduate / young Professional, social life a big part of this life stage / may be in a relationship or single but not married. TECHNOLOGY: adapt at understanding technology, will uses social media to express there views on ethics politics and soil issues. ETHICAL VALUES: Strong beliefs in right and wrong / will actively stand up and fight for what they believe / partake in protest or create events for there own ideals. Politicly aware and takes politics seriously. CLOTHING: will shop at a variety of brand not loyal to one set of brands / aware of latest styles / adventurous with style / early adopter, quick to catch on to trends and happily adapt there own style. SOCIAL: will have a thriving social life / friends and involve themselves in the community, will have friends with similar view points as well as those they find interesting. Enjoys conversation and talking about political and ethical issues. Technologically aware will have a strong social media presence, instgram, snapchat and facebook, will use social media as a big part of communication. INCOME: student lone or early starting salary around £18,000 - £25,000 annually, some may be in temporary work or paid by the hour. More of a disposable income as there outgoing are not as high at this age. EDUCATION: highly educated, will value learning and self discovery / interested in current event and politics will continue to educate them self on world news and lern new skills. LIVING STATUS: Be renting, in a house share of living with a partner or with family starting to save for a home. Urban lifestyle in city’s or large towns. Be in part time work and in education, working full time in carer or job. EATING HABITS: Urban areas large towns or city’s. VALUES & NEEDS: Need to feel understood and have there view point herd / need to be mentally challenged enjoy a job that will challenge them and provide them with mentally stimulating work. INTERESTS: Will enjoy a thriving soil life / eating out at restaurant / moves / enjoy there city life / night life. Will enjoy culture such as museums art gallery. Interest in ethical and political events and will be engaged with what is going on around them. A large percentage compared to other demographics will be vegetarian or vegan and be more aware of ethical issues and animal rights.

Environment As a generation there very social and enjoy socialising both online and in real life, there use of the internet means there always connected with there friends. There ability to use the internet sets them apart from any generation before them and makes them the first digital natives. This generation grow up using the internet and they havenâ&#x20AC;&#x2122;t known life without it. As such it is essential that in order to access this demographic that we have a strong presence online and use our social media platforms as a main feature within our promotion of the brand. As a demographic they are interested in politics ethics and environmental issues that affect both the planet and society. As such the social environment surrounding there topics is vibrant and quite turbulent. The bilabial to share opinions and story online is ever present and utilized to it full by this generation. This part of there environment is what makes them a direct consumer for clarity, as we offer then an non-objective platform to explore belief as well as being available online our content can be shared across social media as a way of promotion from our other subscribers.

About This tribe is made up of new millennial who are involved with religion or have had an upbringing within a religions setting that they are still attached to or interest in. New Millennialâ&#x20AC;&#x2122;s are a tribe that grew up rebelling ageist social and political norms they felt were unjust, and have continued to stand for what they believe later on in life. As a group of people they are head strong and have set morels, they have a strong seance of right and wrong and will not follow rules just because that is what would be expected. As a subsection of new millennials this tribe is politically and ethically aware, there compiled of younger millennials and the early Gen z, between the ages of 18-25. This tribe are interested in the world around them, there interest in politics ethics and environmental issues are amplified by the ability to access and share information online and on social media. Social media make up a large art of this demographics day to day life and has a massive influences on them as well as give them the ability to in flues other and the world. There interest and beliefs are shared publicly on all front of social media and they will engage with strangers on these platforms, discussing openly there idea and opinions. This subsequently making them an ideal consumer for Clarity magazine

As a consumer There strong beliefs in right and wrong as well as there mind set that always them to make there own judgement rather then simply take on others opinions makes them a direct consumer of my brand. There ethical beliefs are at the forefront of what they believe defines them and they want to talk about what they think.

Kidpreneurs Direct Tribe AGE: Gen Z 15 - 18 OCCUPATIONS: student / apprenticeship LIFE STAGE: Young people, still living at home with family / studying at late college or university, or in apprenticeship roles. TECHNOLOGY: up to date with the latest technology / active social media presence / aware of current events will use technology as a way of promoting own beliefs and idea / will use it as a key form of communication and self expression / will gain most of there real world information from online platforms.

BRANDS: less loyal to specific brands will shop at ethical fashion brands such as H&M, Lush, Monkey, Banana Republic, Apple, GAME. People Tree. Will shop for confront as well as style CLOTHING: Bold in fashion choice but will care about public options, there age makes them less likely to brake the mould the style but will still explorer there personal style. INCOME: student lone or part time / weekend job, will still get money from parents. EDUCATION: A Levels / would have gained a variety of qualifications from vocational courses to Degree level qualifications. VALUES & NEEDS: Needs to feel understood / there age makes them more inconsistency with ideas and options / values honesty / needs to feel respected and appreciated. INTERESTS: Driven and focused, strong headed and fearless in purest of what they want. Interest in politics

ETHICAL VALUES: strong beliefs about right and wrong / there age makes them passionate to change things / there surrounded by information from a young age and already beginning to develop firm beliefs of there own.

As a Consumer There strong ethics and ideas about what is right and wrong make them a direct consumer for Clarity , there eager to be herd and understood and what to feel (as most teenagers do) that they are not alone in what they think and feel. One of the key values of Clarity as a brand is to create a platform to help young people growing up with questions and confusion, to be able to express there own beliefs and read about what others have gone through and gain incite to the lives of others. About Members of Gen Z there younger age makes them more susceptible to impression and there more likely to adopt the beliefs of these around them more easily, with that said this tribe is made up of young but strong minded people. There age making the more idealistic there a more positive and enthusiastic tribe then any other direct tribe. There up bring with technology has meant that all of them use technology with an easy that crimes from understanding it from birth, there quick thinkers and head strong in what they want. Unlike millennialâ&#x20AC;&#x2122;s, even at there current age they are more self assured then many older then them and quick to defend there ideas and beliefs.

Environment As a tribe kidpreneurs are a highly social community and value physical interaction with there friendsâ&#x20AC;&#x2122; as well as though online media as a way to constantly stay in contact with one another. Technology is one of the moats important aspects of this tribes life. It is imperative to there social, educational and entertainment life, and unlike any generation before gen Z (the generation of kidpreneurs) are fluent in using the internet and will use it with ease constantly, as such it is important for our brand online publication to be easily accessible, easily navigated and easy to share, social media and exposer through our readers is a big way clarity will gain popularity and as such this generation is imperative to our brand.

Life Long Learners Indirect Tribe

CLOTHING: will shop at a variety of brand not loyal to one set of brands / aware of latest styles / adventurous with style / ethical brands / authenticity within a brand will be important to them. INCOME: student lone or early starting salary around ÂŁ18,000 ÂŁ25,000 annually EDUCATION: A Levels / would have gained a variety of qualifications from vocational courses to Degree level qualifications. Will continuously be working towards attaining new skills whether though formal educational channels or self teaching new skills.

AGE: Millennial 25-30 Acorn Classification: Rising Prosperity OCCUPATIWONS: student/ works in creative sector/Teacher/ young professional BRANDS: will shop at a variety of brand not loyal to one set of brands / aware of latest styles / adventurous with style LIFE STAGE: young professionals, starting out in new carers, aspiring professionals, Relationship/single, working towards qualifications / learning new skill sets. TECHNOLOGY: up to date with the latest tec / active social media presence / aware of current events trends and happenings online. Ethical Values: Be aware of global ethical and economical issues / donate to charity or be involved with charity work /believes that educating about global issues is the best way to start helping / will be active in expressing and acting on there ideas and views.

LIVING STATUS: Student accommodation / flat or house share, living in student town / city / urban living. EATING HABITS: Health conscious / Exercisers a few times a week VALUES & NEEDS: Values Education, Information and Understanding / Needs to learn and develop understandings and ideology, values Honesty and needs to be able to express there ideas and views INTERESTS: Politicly aware / watches BBC / enjoys shopping / Design and craft.

About Long life learners are a tribe within the millennial age gap, they value education and information, there enjoyment in learning and developing them self both personally and promotionally makes them a direct consumer for my brand. There interest in learning means they are naturally curious and will delve deeply in to there understanding of the world, questing there views and values to both better them self and understand them sells, these kinds of people will not take anything at fact value and will want to understand why they think the way they do and the way others do. About Long life learners are a tribe within the millennial age gap, they value education and information, there enjoyment in learning and developing them self both personally and promotionally makes them a direct consumer for my brand. There interest in learning means they are naturally curious and will delve deeply in to there understanding of the world, questing there views and values to both better them self and understand them sells, these kinds of people will not take anything at fact value and will want to understand why they think the way they do and the way others do. The trend of braking tradition and flowing a more self set path is typical for a lot of millennialâ&#x20AC;&#x2122;s and a long life learners would be no exception, they would put more value in what they have learnt and discovered for then self then in implemented ideas taught to them during infancy. There recreational time would be spent reading, travailing at museums or art gallery. There would be creatively or academically inclined and enjoy learning and deepening knowledge about there area of interest.

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Strength

Large consumer base, aiming at a big age range and versatile demographic. There is a large number of millennial that are interested in religion and or involved within religions organisations. Niche and unique content, taking about multiple religions from a neutral and positive stand point, all content exposer thigh people with first had experience. Easy to access both online and hard copy Creative and visually interesting as well as informative Collaborations between a verity of subjects and mediums Lifestyle, political and fashion attracting a wide market Online and physical format (website and pod cast)

MICRO SWOT

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Weakness

Heavy reliability on collaboration from other sectors there for becomes dependent on collaborations. The changing environment and political standing could affect people want to participate in the magazine Changing opinions about religion and belief could affect the magazine stand point negatively The incorporation of servile belief system could affect consumers that are loyal to there own beliefs No pre existing client base Controversial tops discussed Dose not have an established reputation or backing.

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Opportunity

Religion is a very talked about topic, publicity around the subject is never lacking. Everyone has belief about something, making this magazine relevant to everyone. Millennial are statistically more interested in questing and debate g beliefs and society standers this magazine will thrive of that conversation and will be relent to modern media Allows people to get involved with the magazine personally, create interest by personal connection and Memberships and sponsorships with other establishedbrands looking at religion and trying to reach millennials.

Threats

Controversial, clash of opinion, could potentially alienate a large consumer by talking about religion and cutler, will be a controversial incite in to religion, people could be offended or not like what is written about Ever changing ideals in a society easily offended. Pricing of magazine and how much it would cost to create in junction with how much to charge consumer. a physical publication opposed to an online one cause hinder the popularity as millennial are being targeted. Creation of publication would cost more the other generic publications with similar subjects.

Macro Environment CLARITY’S macro environment is greatly affected by the social and political world, the subject of religion, politics and virtually and variety of opinion, belief or concept are highly debated, controversial and passionately discussed subject airer that the media seldom leave alone. The publicity generated from religious, spiritual and political and ethical cultures both benefits by creating a consumer interested and awareness and hinders in the controversy and conflicting opinions these subjects cause. The millennial generation as well as Gen Z are known for being politicly and economically aware, as such with a large range of young people are involved or interest in or affiliate themselves with a collective group of like minded people, from religion, spirituality, ethical beliefs and so forth, but over looked by religious / spirituality based brands as well as other markets targeting for each groups segregation rather then as a whole. Makes for and allows Clarity a good vantage of being able to target millennial in a way few publications have before.

Helpful Internal

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external

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Harmful

Personal incite it to topic from both myself and every person featured in each story has experience and first hand understanding for the subject being talked about Unbiased journalism as people from a range of background, ethnicity and religions are involved in the magazines creation, and the subjects discussed are done so from a range of view points. Everyone involved is passionate about what there righting about and working toward which creates deep and thoughtful righting and pushes people to work harder.

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Religion is a mass acknowledged subject and a popular talking point form many, it is discussed constantly by the media. Making the subject relative to a wide range of consumers. Consumers are emotionally invested in the subject, the content and concept of the magazine will attract a number of people who are passionate about religion and cutler, allowing for a loyal and invested abundance that could contribute to later publications.

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Creating a magazine only about religion and spirituality has the potential to alienate those who don’t identify with a religion as well as those who do but disagree with the subjects and topics being discuses. As the creator of the brand i have my own biased to all topics as will anyone else who will have a hand in righting and editing for the brad. As such it can become a danger the unbiased and impartial nature of the brand could become threatened and there much be contingency put in place to prevent this.

Creation of publication would cost more the other generic publications with similar subjects due to the creative side of this publication and would there for cost more to sell. Being able to monitor what ever opinions and ideas that are posted on the brands social media or other platforms becomes a hard task, as we must balance being both honest and showing all view points as well as ensuing non of the beliefs shared can be harmful or discriminative of another minority or people.

Brand Touch-points

Website:

Word Of Mouth:

Our focus on our online publication is what sets clarity apart form a lot of other publications, all of our content is available online making it easy and quick for our subscriber to access our content quickly. We are able to promote our website and links easy available to gain access to our site. This also allows us to show previews of our site and the information on it before purchase. Through the website we are also able to sell our physical publication and subscriptions to our brand though the site, making it user friendly, quick and easy to use.

A big part of our brand its it element of personal and sincere content. We want Clarity to be a talking point and a topic of discussion within our consumers social groups. Our brand ability to openly discuss a range of topics form a variety of different view points mean we aim to reach a divers demographic and encourage people to learn more about other outside of there own religion and culture. As such clarity will be largely focused on publicity by word of mouth, using its controversial and personal subjects to attract a demographic that is passionate about the subject we discuses.

Social Media: he demographic of Clarity are heavy social media uses and will spend a large amount of time online, as such social media is the best possible way to reach them and advertise the brand. Using online presences of heavily followed instagram uses that produce content relating to belief, religion, philosophy and ethics. By sending them our promotional pack and press release , will allow some of them to help prompt the brand on there platform and attract the attention of there flowers.

In addition we have an actively used instgram and facebok account that allows our brand to be followed directly, showing pre released content form up coming issues and reports from the magazine. We will advertise and prompt our instgram though other art and design account using high profile illustrators and photographers using there following as another way of promoting our brand.

Social Media

Our social media platforms are all interlinked, with a habit of uploading and posting regularly to each site we have ensured to post frequently about following our face book and instagram accounts on the different platforms. As well as having our website link displayed clearly on each page we have ensured that there is a link easily accessible across all our social media to link to our website and that the link to the website is in every post.

Political

Economical

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Brexit affected people view religion and faith, especial the millennial generation. Currently the church of England only has 3% of there population made up of the millennial generation. Relations between US and England with trump coming in to power Ingratiation, how its affected the blend of society and sociality opinions on diversity. Fear of different religions and cutlers such as terrorism Political decisions influence the country’s socio cultural environment Only 20% of millennial now go to places of organised religion but 80% do believe in some element of spirituality

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New English budget laws affect peoples income and outgoings disposable income altered would affect sales as the magazine dose not have a preexisting consumer base Brexit has made more people cautious off were to put there money sponsors as well as consumer would be more weary of investing and purchasing Living costs for millennial are at an all time high thus are more careful about were they spend there money as opposed to gen x and gen z How will development and construction of magazine be affect my Brexit with trading cost.

PEST

University, affect personal and family taught view points, allows for Job aspirations view of life Half of millenniums no not identify with religion however most of them do believe in the idea of a god or spirituality, the interest in religion and cutler is still around today and would affect consumer drive to purchase magazine. More people are affiliation them serfs with spirituality then organised religion with only 20% of millenils going to a religious place of worship, this making a great social platform to talk and discuss the idea of religion.

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Technology and online recourse are ready available and usually cost less, this could affect the same of a physical inculcation, could discourage people from purchasing due to it not being as easy to get hold off. Also encourage for nostalgia, the idea of owner ship, the online components of brand will encourage the purchasing of magazine. The evolution to technology and morality and ethics within technology, were done religion and faith come in to play in a technological world, Evolution and progress towards the idea of AI and the conflict this has with creationism in a lot of faiths.

Affiliation/ Belonging

Creates a community without judgement for people to freely question and talk about there experience and ideas. Creates a seance of belonging for people tat have not felt free before to talk about there ideas views and opinions. It also creates a scene of community for these with similar ideas and views who can share in the understanding of what its like to grow up, or be a part of to conflicting and equally confusing cultures.

Connects

We want to be able to connect different groups of people though our brand that would otherwise not meet in real life. As well as allow our readers to listen in on the product of this. We hope in the future to lunch events that will both encourage the communication of different people about there faiths, religions beliefs and cultures but that thoughts our magazine people would discover new and entertaining ways to learn more about different religions other then the one they belong to, or to understand religion form an atheist point of view. We want the understanding of another beliefs to lead to the tolerance we want to see more of in our society.

Life changing Motivational

Affiliation/ Belonging

Emotional Fun

Wellness

Supportive

Functional Informs

Sensory appeal

Verity

Connects

Supportive

Clarity will create a supportive, insightful and helpful magazine that will support young people, who are learning to question and think form themselves rather then just accepting the ideas they have been taught about. We want to create a brand that is personal and unbiased for our consumers to learn more about belief and what belief is within there society. We aim to create an environment of non judgemental support that allows for people to talk freely and honesty, and for our readers to relate to the stories we feature.

Informs

We aim to inform our readers, all of our consumer tribes are interested in assorted to different reasons, our aim to spread understanding of different religions and cutlers in to other religions and in doing so create a community of understanding and tolerance. We want our brand to be honest and disuses issues from personal incite. By doing this we hope to produce a publication that is both educational as well as entertaining.

Discovery

Product

The concept for Clarity came form the pre-existing idea for a brand originally called assorted, Assorted was created with the idea of creating a physical publication look at religion and the conflict between religion and modern society, focusing primarily on millennials that came from religions homes, and the evolution of there life trying balancing religion and faith and modern society. The idea was taken to the point of interviewing potential consumers as well as interviewing people we wanted involved in this brand. However we soon found that a majority of people involved in these interviews where more conflicted by cultural pressure then there religion or faith. This then opened the door for Clarity, looking an culture, religion and other influences that shape people, for lack of a better word, what people believe.

We then took this concept of belief and looked at what kind of gap in the market there was for this kind of publication, under the cartography of philosophy and lifestyle. Our aim focused on creating a platform fr freedom of exasperation and an environment that approaches each individual opinion as a chance to learn and understand as a way of eventually promoting more tolerance of individual belief.

Personal

As the creator of Clarity I wanted to create a brand that would not only fill a gap in the market but also be beneficial for its readers and be a source for help a guidance for its readers. I came from a religions home, my parents where both devoted born again Christians. Both me and my sister went to church from our birth till we where about 13 when my sister decided she didnâ&#x20AC;&#x2122;t want to go anymore. I continued to practice my faith but after I hit my teens I started to question everything, my religion, my ethics, values and beliefs. I eventually came to rest with what I believed and still practice my faith however I still live with conflict with my religion and the way society is today, what I want and what my family wants for me.

Experimental

Originally Clarity was going to be a physical publication with a website and social media as its online presence, however after evaluating our demographic and main consumer bases we have established that on online publication would be the best choice as the digital platform would be the most used by our consumer. As such we have designed our online magazine to be our main feature of clarity magazine. The website was designed look to show off the creative and alternative tone of voice that clarity has. The black backing theme was designed in order to add a more serious feel to the magazine and to help it stand apart form other publications under the lifestyle bracket.

I wanted to create something that would let people with similar experience to me have a place to connect with others like them, questioning and exploring there beliefs and ideas with others. I wanted a platform that spoke about belief in a positive way that was judgment free, especially in a time where everyone has an opinion with little regard for empathy and tolerance for a difference in belief.

COLOUR

All of the colours chosen for clarity were taken with the personalty of the brand in mind. We wanted them to represent the bright positive energy of the brand. We wanted a blend of different colours all with the idea of nature, we want to create an honest and authentic feel to our band and felt bright natural colours was the best way to go about this. As well as the bright positive energy we hope to create with theses we want our colours we be representative of our readers, Bold, enthusiastic and unique which we think these colours represent.

These colours have also been chosen based around trend research both macro and micro trends as well as personal contextual research, the yellow was picked to represent the colour gold that is featured in a lot of religions symbolism, we feel the yellow is more representative of the brand but still shadows the link to region. The Blues and greens are centrer around a range of colour trend found from fashion research ‘vogue’ ‘dazed’ how have used venations of these colours as well as servile recrosses such as LSN and WGSN who’s trend research continently depicts these colours.

LOGO DESIGN TYPOGRAPHY

Clarty CLARITY

Assorted ASSORTED Assorted

LOGO DESIGN

The original name for the publication was assorted referring to the concept of assorted thoughts and a collection of beliefs and people, the name also had no affiliation to any religion or belief system and was neutral enough not to alternate any consumer. The name was later revised and changed to â&#x20AC;&#x2DC;CLARITYâ&#x20AC;&#x2122; due to the altering and progression of the content for the magazine it made more seance and prompted more thought from people when asked.

LOGO DESIGN

41 The name for the brand and publication that was finally decided was the name CLARITY, We wanted the name to be bold bright and say what the brand was really about. Our ethoses is that of promoting tolerance and understanding though education comprised of first had testimony’s and accounts. We aim to give clarity on a complexed and difficult subject of belief and the organs of these beliefs of the people whit our society, to showcase honest and transparent story’s in a clear and unbiased way to show and celebrate the complexity of humanity and the divers society in which we exist.

FINAL DESIGN

The Design of the logo was inspired by the concept of freedom of thought, it was designed to enrapture the essence of the brand which stands from freedom of thought and encourages individuality. The bright colours help the brand stand apart form other consumers and brake away from any stigma about a religions and belief based magazine. Similarly to the previous designs for the assorted logo we wanted to use colour in a unique and creative way however we wanted the name of the brand to lead the design, to be clear and bold. Opting to use a clear clean font we experiment with using the colour within the letting as a way to keep the fun and lively atmosphere of the brand present whist still adding an element of commercialism and clarity to insure the logo wasn’t lost in amongst the other elements that would be featured throughout the rest website and publication.

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Year 3

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Pop up event / Brand launch at beginning of first year (launching in summer June 2019 ) Followed by launch of website and first series of promotional short films and podcast that relate to 1st issues of magazine. First issues of Clarity released in September at the autumn issues along with the website going live. Announce competition winners for autumn publication. Release autumn publication, including competition winners within this magazine. (September)

Year 1 .5

Year 1

Action Plan

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Sub publication being released within gap of main assorted publications. Look book of photograph illustration and fine art responses to the previous publication and relating to the next one. Collaboration with Gap year projects funding competition winners to go abroad and interview and scout millennial from different country and religions to include within the publication. Event (groups of industry professionals come together with talks about what its like being involved in industry all over the country and balancing that with there religion and faith) collaborating with other religious based magazines and ethical projects . Releasing the 4 main seasonal issues of assorted each containing competitions that are relevant to each up coming season.

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Launch promotion film for winter magazine in December for the release in January. Pop up event and collaboration with charity over winter period. Such as sleep safe or oxfam. Using the charity to help prompt publication in areas were are consumes would be based. Podcast being released monthly discussing the topics of the for coming publication.

Accountants Lawyer Storage Stock Advertising Web design

Wife Bills Car Gas Owner salary Online IP address Employees

Year 5

Costs

Camera Photograph hire lights Studio space Printing Models MUA

After 5 years there will be a publication or a sub publication / look-book/ podcast series or event released each month to continue the hype of the brand around the clock.. -Inducing fashion look books from fashion around the world as a product of a collaboration with gap year charity- photography look books from competitions or themed subjects - fine at/ illustrating look books - journalism articles released about current events form Assorted niece stance Social events each season for readers to come together and discuses there views and beliefs in a passive and judgment free environment. (Allows young family and people to meet like minded indivuals and gain a better understanding for each-other.)

Cost

Individual Magazine

Full Subscription:

They will receive the magazine they individually order along with a weeks subscription to the online publication. £18 per issue

Years subscription - £50 Monthly subscription - £7 (for 6 months)

Year 1 Revenue Per Sub

Cost Per Sub

Gross Profit

£1,400.00 £1,200.00

£1,250.00

£1,000.00 £800.00 £600.00

£750.00

£725.00 £525.00

£500.00

£400.00

£435.00

£750.00

£500.00

£290.00 £315.00 £280.00 £250.00 £220.00 £210.00 £145.00 £105.00

£200.00 £0.00

£1,000.00 £1,000.00

£1,000.00

£750.00£750.00 £560.00

£700.00 £550.00 £560.00£560.00

£420.00 £440.00 £420.00£420.00 £330.00

£440.00£440.00

£330.00£330.00

Conclusion Clarity will be launched in September 2019 before the binging of the academic year. The brands marking will target those in education and recent graduates making the academic start of the year a logical and neat start date to those using the magazine and creating usage of the press pack. Our online platform will meet our digitally minded consumer directly and our follow up subscriber pack and publication will provided insensitive to purchase a subscription to our magazine as they will feels though they are purchasing a physical product as well as the online subscription and will keep them renewing it due to the monthly bullet journal and seasonal magazine to go with thee subscription. The main risk that has the potential to affect clarity is the controversial and sensitive subject t that we discuses, this will provide interest but simultaneously mean that our website and social media will need to be mentored closely and will need discretion with what we allow and do not allow to appear on our site. One of our biggest changeless is finding a balance between renaming honest and authentic in how we display our content and ensuring it is fair and unbiased, whist monitoring any potentially insulting or discriminative views. Clarity has filled a gap in the market in regards to the lack of online and physical publication who address the subject of belief over all, as well as the category of philosophy, ethics and lifestyle being compiled in to a publication that also utilise art and design. We hope that its unique views and stand point will help us stand apart form other lifestyle publications as well as other philosophy and ethics based publications.

48 Figures List Page 10 Figure 1: https://www.lsnglobal.com/micro-trends/article/23406/alternative-spirituality Page 11 Figure1: Figure 2: https://www.independent.co.uk/news/world/europe/house-of-religions-bringing-eight-faiths-together-under-oneroof-in-bern-10036654.html Page 12 Figure 1: https://www.lsnglobal.com/macro-trends/article/19869/the-learning-economy Figure 2:https://www.lsnglobal.com/macro-trends/article/22092/morality-recoded Figure 3: https://www.lsnglobal.com/macro-trends/article/22092/morality-recoded Page 13 Figure 1: https://www.lsnglobal.com/macro-trends/article/20227/the-dislocated-world Figure 2: https://www.independent.co.uk/news/world/europe/house-of-religions-bringing-eight-faiths-together-under-oneroof-in-bern-10036654.html Page 14 Figure 1: https://theconversation.com/the-pope-wears-prada-how-religion-and-fashion-connected-at-met-gala-2018-96290 Figure 2: https://www.dezeen.com/2018/05/07/heavenly-bodies-fashion-catholic-imagination-exhibition-costume-institute-metropolitan-museum-of-art-new-york/ Figure 3: https://www.dezeen.com/2018/05/07/heavenly-bodies-fashion-catholic-imagination-exhibition-costume-institute-metropolitan-museum-of-art-new-york/ Page 15 Figure 1: https://www.bbc.co.uk/news/entertainment-arts-26359917 Figure 2: https://www.bbc.co.uk/news/entertainment-arts-26359917 Page 16 Figure 1: http://ohcomely.co.uk/ Figure 2: https://www.instagram.com/ohcomelymag/ Figure 3: http://ohcomely.co.uk/magazine Page 23 Figure 1: https://www.lsnglobal.com/tribes/article/4082/new-millennials Figure 2: https://wellingtonexperience.com/engage-millennial-audience/ Figure 3: https://www.aarp.org/politics-society/history/info-2018/millennial-generation-defined-fd.html Page 24 Figure 1: https://www.lsnglobal.com/tribes/article/19006/kidpreneurs#section-13887 Figure 2: https://www.lsnglobal.com/tribes/article/19006/kidpreneurs#section-13887 Page 25 Figure 1 - Figure 5: https://www.lsnglobal.com/tribes/article/19006/kidpreneurs Page 26 Figure 1 - https://www.lsnglobal.com/macro-trends/article/19869/the-learning-economy Page 27 Figure 1 - http://www.nhm.ac.uk/visit.html Figure 2 - https://www.lsnglobal.com/macro-trends/article/19869/the-learning-economy Figure 3 - http://www.nhm.ac.uk/discover/news/2017/july/museum-unveils-hope-the-blue-whale-skeleton.html

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