Target Audience

TARGET TARGET

As previously mentioned, the COVID-19 pandemic has led to a spike in consumer consciousness, and a significant rise in the efforts into making sustainable and supportive consumer decisions. As a result, WGSN has identified 3 new consumer groups for 2022, but one in particular will be the main focus for Nude Ethic’s target audience. The Settlers are a group consisting of the millennial and Gen Z generations who “are looking to plant roots in their community without sacrificing their careers, driving a new era of localism.” (Bell, 2020 p.11). Their beliefs lie in the fact that creating balance will improve the environment, economy, and humanity (Warren, 2020). It is for this reason that Nude Ethic’s primary target audience should aim to be this group, as creating a community amongst customers is of paramount importance to grow the brand. By making a sustainable promise to customers, they will achieve consumer loyalty and promote the improvement of the environment to this group. The Settlers strive for a healthy work/life balance and aim to usher in a new era of commitment to community life (McDonnell, 2020). Nude Ethics can offer a brand/customer community by driving their personality to consumers and ensuring that their audience is aware of their ethical values. Another strong connection between The Settlers and Nude Ethics is their commitment to locally sourced products and a circular economy (McDonnell, 2020). This consumer group aim to support their peers within a community to promote a sustainable way of living, and therefore a suitable audience for Nude Ethics to promote their brand.

P R I M A R Y

AUDIENCE AUDIENCE

SECONDARY

The secondary target audience for this promotional campaign should be the Nude Ethics and Urban Outfitters existing customers, as they already express brand loyalty and will therefore generate further engagement and product purchases. This campaign aims to create a brand/customer relationship with new and existing customers, and so it is important that it targets customers that already purchase from Nude Ethics.