A Lost Generation (Journey Book 5)

All imagery throughout this book is primary sourced from my physical sketchbook. Please refer to the hand in copy or video upload for further exploration

THEORY OF MARXISM SUMMARY WHAT’S NEXT

INTRODUCTION

The following book has been split into two divisions. The first lenses in on our current societal climate by contextualising it into a PESTLE analysis which acts as an investigation of the external factors which will contribute to the underpinning of my FMP. I have undertaken this study as a form of strategic planning and decision-making execution, to determine the validity of my concept and to ensure it reflects profoundly what our newest generationGeneration Alpha- are to encompass. I have used PESTLE analysis’ in the past and they have worked reputably well for aligning my ideas, as well as delegating any future risks which could hinder the growth of my processes and future proofing. When producing a hypothesis, like mine, it is important to address the surface of what is happening around us. The world is everchanging and I must sustain a holistic view of the possibilities and threats which could alter my concept and marketing.

The second half of the book occupies a thorough study into my selected target consumer, presenting a thorough communication of who they are and how they fit into my FMP. I have conducted multiple studies, both primary and secondary to confidently manifest their relatability and resonance with my project.

PESTLE ANALYSIS

• The continuous unsettlement in governmental leadership and turmoil within the Conservative party has led to the public becoming untrusting and unhappy with their decisions.

P• Youth have lost faith in democracy due to governmental lies, deceit and scandals, empowering public frustrations

• Brexit has been a likely cause to the current financial climate downfall.

• Ukraine vs Russia war has injected fears of WWWIII into the nation

• Intertwining with the political component, the spectre of Brexit, war on the doorstep of Europe and effects of the Covid 19 pandemic have culminated in the downturn of the UK economy.

• Increased prices means families are turning to cheaper alternatives, voluntary charities and food banks. There is a heightened fear amongst both youth and adults for ways of survival, many turning to second jobs so they can have everyday necessities like heating of homes.

• Higher unemployment levels

• Younger generations are seeking inspiration from the likes of influencers

S• Social media and gaming is ingrained into the youth from a naive age, thus changing communication habits

• Consumer spending has adjusted due to the inflation- individuals are wanting more from brands

• Cultural shifts in gender acceptance and LGBTQIA+

• The young are turning to technology for everyday use

• Online shopping may see the decline of high street, physical shopping- meaning brand presence, image and consumer connectivity must be prevalent on social media and websites

• The rise of AI and VR technology, as well as the metaverse is changing the face of fashion

LT• Through documentaries like Inside the Shein Machine, individuals are becoming increasingly aware of the poor working conditions of their favourited brands and are now investing into companies which are transparent in their fabrications.

• Individuals are turning to brands which have a greater sustainable approach and want to help the declining environment

• Generation Alpha are the ‘changemakers’ for rescuing such environmental issues like climate change and global warming

• Many are investing in local, UK based companies to reduce carbon emissions

• Recycling and repurposing clothing has become more prevalent.

KNOW YOUR AUDIENCE SO YOU CAN CUSTOM YOUR STORY TO THEM...

The Youth of today,

The Underground of tomorrow…

Generation Alpha have been the subject of my FMP and idealised consumer since the start of my journey. Pressing myself to unearth and comprehend a generation which is not entirely born yet, is difficult; but who said I wanted to make things easy for myself? My 360 campaign drove me to speculate this cohort and gain a preliminary understanding of their traits. However, I want to be exquisitely knowledgeable and provide ample evidence that this generation is most fitting for my concept. It is vitally important that you have a vast comprehension of your consumer and know how you can adapt to their wants and needs. Generation Alpha expect more from brands, and I must recognise and analyse how I can do this in my FMP to ensure it is marketed with purpose and accuracy.

The proceeding pages will confidently sustain this through customer analysis.

I have projected my research findings into a 5x5 methodology as I feel this theory allows me to visually exhibit my interpretations. I have further backed this up with an interrogation process through primary case studies and academic theories. I feel I can articulate Generation Alpha’s characteristics in a substantially more appealing way through this book form, creating a balance of analog and digital skills.

HOw aRe bRanDs meThodS oF coMmunIcatiOn aDapTinG

To tHe dIgItaL recEptiVenEss Of GeNeratIon AlPhA?

Communication has evolved with the progression of new generations, and this is highly transparent amongst us, as Gen Z students since we have immersed ourselves in online calls and virtual meetings to front a contemporary lens to fashion education within recent years.

Brands have acclimated to the notion of youth communications already by integrating implementations through collaborative processes with programming like Minecraft and Roblox, as well as engaging with AI technology to optimise performance and create a novelty for younger consumers. Generation Alpha’s relationship with technology revolves around kid-centric innovation, creative storytelling, and virtual connections (Ajana, 2022) and I feel this is pivotal to note, as they are more than just the ‘digital natives’ they are titled as. When discussing Generation Alpha, we are accustomed to the idea that they possess shorter attention spans and desire to be living in a virtual environmentwhilst this may be the case to some extent, we must also familiarise ourselves with how Generation Alpha are scoping into ways in which brands digitalise their storytelling; how it can be perceived as playful and visually curious to the eye. They are finding unique approaches in which technology can be utilised. AI will be something of the past to them come years down the line, therefore, innovation and continuous advancements in strategic thinking will be significant for brands success.

I intend for my concept to alleviate the digital nature of Generation Alpha as such, and gauge with their emotional tendencies instead, therefore I must consider my postproduction methods and how these will accommodate to this cohort who thrive on faster communication whilst maintaining robust storytelling. Within the future proofing of my FMP, I must observe how I can perhaps excel digital formats to ensure narratives remain robust and relatable to all characteristics of this consumer too.

WHy iS inCluSivItY imPorTanT to GeNeraTioN AlpHa And HOw wIll iT afFeCt tHe brANds TheY foRm ConNecTioNs

wItH?

With the integration of digital platforms and abilities to connect with people all over the globe, Generation Alpha are susceptible to meeting anyone and everyone.

As controversial as it sounds to many, gender now has no classifications and isn’t subjected to the two ‘sexes’ we are all mostly raised understanding. Generation Alpha have succumbed to an era where there are multiple gender variations and sexual orientations, where there is no ‘one size fits all’ category. In a report conducted by Hotwire Global, statistics shown that a considerable 93% of children believed people should be accepted for who they are (Dunmore, 2022). This demonstrates Generation Alpha’s strong acceptance and sheer difference in how they’ve been brought up. Marketing today should understand that these views are shaping the ways in which Generation Alpha are visually looking at brands. They appreciate seeing a multitude of races, disabilities, and age ranges, for example, amongst narratives, which is why I feel this consumer fits suitably with my collaborative thoughts so far.

Charles Jeffrey LOVERBOY and John Galliano provide a community for one to be wholly themselves. Jeffrey’s brand has an unapologetic approach to identity and is a beacon of positivity for the LGBTQI+ collective (Dacre, 2018). Such brands are paving ways for youth to be who and what they want to be without fear and judgement and Generation Alpha will admire how they are providing a diverse and inclusive safe space and a personalised service for individuals.

HoW HaVe GeneRatIon AlPha aCquIrEd gREat KnOwlEdgE aND

AwarEneSs FoR thEIr SuRroUndiNg enVirOnmeNt AnD HOw wiLl ThIs

aFfEct tHeiR HabIts And tHougHts tOwaRds tHe pRospeCtiVE?

I have conducted an interesting primary research case study within the next culmination of pages which addresses this question quite significantly. However, from researching into numerous articles, interviews, and reports, one of the most stipulated characteristics of this cohort is their concern and welfare for the community and world around them and I wanted to address this priorly.

Not only are Generation Alpha increasingly aware and accepting of challenges surrounding gender, sexuality, race etc, but they are also greatly familiarised with societal matters and require brands to be culturally inclined and add value to their society.

The pandemic of 2020 discerned this cohort become scared of the environment and the dangers it incurs and has since seen a progression in their knowledge for more societal phases including climate crisis’s, economic recession, and war. According to the Wunderman Thompson Commerce Report, 63% of children said that saving the planet will be central mission of their careers in the future (Ajana, 2022). Statistics like the latter, have underpinned the reasoning for my gap in the market, alongside the narrative behind my FMP dramatically. At such a tender age, this cohort have heard or observed the nasties of the world, thus impacting them to now see themselves as the ‘heroes’, holding responsibility and taking action to stop it. This stem of leadership has been infused by parents who are just as concerned about current societal issues, promoting an unhealthy fearmongering to spread through their youth.

I believe it is tolerable for the young to understand how to care for the environment and agree that it is hugely beneficial for Generation Alpha to seek consumerism in a brand which hails transparency and sustainable practices, but they shouldn’t be held accountable for salvaging a broken world.

AltHougH HailEd aS GeneRatIoN GlAss, wHy aNd How, wIlL GeNerAtiOn AlPhA sEEk THe tanGiBlE?

Personally, I see the metaverse as a palaver, and I understand that is a strong assumption to make! Nonetheless, I firmly believe that youth need the physical elements of life to prosper as normal human beings.

Your childhood years should be spent venturing the outside, socialising, playing with toys and creating an inevitably crazy imagination! How can you receive this through a digital interface 24/7? A persistent reliance on technology is unhealthy for one’s creativity and my point has been substantiated by Senior Strategist, Sophie Stucke and Senior Cultural Strategist Anna Pompilio- “although gen alpha has grown up in a techsaturated world, this doesn’t mean they’ve abandoned quality time with loved ones and the outdoors. They’re craving real world interactions and actively seek out places and people.” I resonate completely with these quotes and feel they are vital in emphasising how so many brands have easily hopped onto the bandwagon of catering to the technological phases of Generation Alpha’s characteristics, yet neglected how they will still desire a physical world and tangibility (if not now, in the future) which can be transpired through revitalisation of physical store experiences, for example.

According to consumer insights server, GWI, Generation Alphas top interests revolve around movies, music, animals, games, and holidays (Nott, 2023), most of which disregard an online presence. By no means am I saying brands should eradicate metaverse thinking as this will serve as a tactical marketing strategy in some circumstances, however, I think greater attention should be delineated towards entertainment and experience qualities, looking beneath the digital surfaces.

HoW HaVe GenEraTioN AlPhA DEmoNstRatED DEmAndInG

tRaiTs And How CoUlD

I lEaRn fRoM thEsE fIndInGs

To cOnsTruCt A roBusT FMP coNcePt?

Combining their extensive knowledge and awareness of the world, alongside an embedded digital mindset and conversant nature of high speed and responsiveness, Generation Alpha will be an extremely demanding cohort. They will expect a lot from companies and wish for them to accommodate their rich needs for customisation and personification.

Perceiving the likes of Roblox and Minecraft from a personal lens, children are preferring to build their own houses, jobs, businesses, within these worlds, and this is something I believe brands should recognise too- they are their own person and entrepreneur. I’ll be taking this personal notion forward with me, in that Generation Alpha will want to create their future and will correct anything along their journey which socially or ethically impacts it. They are the young activists with strong opinions and a voice which needs to be heard (Kidsindustries, 2020).

I agree with this statement prolifically. A study by Beano Studios recorded one in five of those aged 5-9 in the UK have already attended a march or protest, they question everything from stereotypes on gender to climate change denial (Beanodigital, 2019).

My intentions for my FMP narrative are to devise a storytelling which is reflective of societal propositions today; in unearthing resources like Beano’s study, it solidifies the reasoning as to how and why Generation Alpha will contest with pressures in society and will want to express their voices. This study enforces that my ideas will greatly resonate with this cohort.

GENERATION ALPHA CASE STUDY

To enhance my learning of Generation Alpha, I carried out an anonymous primary research interview with 7 children

. I am fortunate enough to have a relative who works alongside youth aged 4-9 and I provided them with questions concerning their fashion choices, environmental problems and what they would like to be when they grow up, for example.

I chose a variety of questions, many of which I had to simplify in order to accommodate the ages and to get the best answers from them. My aim was to gain a thorough and dependable source of understanding of Generation Alpha’s characteristics and to analyse if these complemented what I found in my secondary research.

I intend for this case study to benefit me in informing the development of customer and marketing strategies for my Visual Campaign as well as the propositions, branding and promotional tactics.

My primary research found a correlation between children using social media platforms of YouTube and TikTok, and gaming platforms of Minecraft and Roblox when playing on their technology devices. Honestly, I wasn’t overly surprised by these answers as these are what I played on as a child too, apart from TikTok. Nonetheless, TikTok has took over social media exponentially and has succumbed all age groups to its interface in recent years, so I expected this answer the most! This research highly corresponded with what I discerned online, and as digital natives, Generation Alpha know no different than growing up with iPads and mobile phones.

I did depict a trend between the children watching creators like Prestonplayz and MrBeast, however, and I had to research into both of these as I had not heard of them before.

My findings discovered that a lot of their content was based on YouTube and received millions of views, proving they are succeeding with this current generation of youth. I was significantly interested in my findings for MrBeast who is a YouTube personality star, entrepreneur, and philanthropist which is“a person who helps the poor, especially by giving them money” (Cambridge Dictionary, 2023). The 24-year-old pioneered a content genre focusing on expensive stunts, challenges, and donations, the more popular he gets, the more he gives away (Monaghan, 2023).

My prior research shown that Generation Alpha have a greater awareness of important matters and have a caring nature to want to do something about them. MrBeast’s platform bears content which intrigues the digital aspects of Gen Alpha, whilst also teaching them to do the right thing.

I feel this is further demonstrated in the responses I received regarding the environment and how they could help the world.

Many of the children mentioned littering, recycling, and stopping pollution through not putting rubbish near the oceans. A couple also responded by saying they wanted to stop the wars and fighting amongst countries.

This shown to me that children are highly exposed to what is going on around them and it causes them concern from an early age. Their responses shown a responsibility which was comparable to my secondary research in that they feel empowered to act on these issues and reverse the damage of past generations. They are already implementing measures in stopping littering and handing down clothing to siblings or charity shops. Isn’t this enough? Should they be as susceptible to ongoing difficulties like wars and crises at such a ripe age? I don’t agree with this, and it further pushes my campaign reasoning for this Generation wanting a form of escapism and a voice to project their fears they have been raised with.

One male child mentioned his aspirations to be an artist. Looking at my project and how I want to incorporate the arts, in some approach, I feel the youth will be more fascinated by innovative and alternative productions of imagery and film.

This drives me to continue my notion of injecting my authentic visual narrative into my final campaign photographs, gifting an original and abstract perception to fashion communication, which I believe they will appreciate.

GENERATION ALPHA CASE STUDY CONCLUSION

Concluding this interview case study, I am extremely happy with the feedback I received, and it has proven incredibly advantageous for underpinning my thoughts for my finalised campaign concept. It demonstrates how Generation Alpha are overly knowledgeable to the dangers around them and are trying, at a young age, to make a difference in fear for their future. The constant pressure for needing to change the world along with the current crisis’s and dealing with the consequences of previous cohorts has only just begun, which begs me to reason why they seek hope in the future. Their technological upbringings have increased this awareness yet provided them with distraction from the matters simultaneously. I feel this study has ultimately provided me with an additional backing to support my methodology and strategies behind my FMP.

THE UNDERCLASS SOCIOLOGY

I felt it was obligatory to look into the Underclass Sociology as the punks, alongside many other subcultures, were segregated to such lower social ranking based on their looks and behaviour. This derives from a behavioural school perception in which they are placed in this group based on crime actions, illegitimacy, or unemployment.

My research has shown a strong belief from myself, that such groups, like the punks, are highly misinterpreted and are presented with a bad reputation due to media publication and unwillingness to comprehend their reasonings and logic.

The Underclass is a theory coined by New Right sociologist Charles Murray, to primarily define individuals of America into specified categories based on class hierarchy and monetary value. It describes concentrations of impoverished racialised populations living in urban

areas (Gardener, 2018).

I feel this term is highly derogatory and places people in a position which is promulgated to be humiliating and dishonest. It portrays them to be victims, which could be the case; however, it segregates them from every other being, insinuating they are inferior, thus causing demoralisation for some.

Murray believes there has been an increase of lone parenthood, behavioural problems, dysfunctionality, and crime due to the welfare system and their production of a welfare dependency. The welfare dependency was originally established to support individuals or families and to wipe out poverty and hardship, yet Murray has debated that this was being illegitimately used or used excessively, creating a dependency culture of laziness which would pass on to future generations.

Sticks and stones may break my bones, but names can never hurt me…

THE UNDERCLASS SOCIOLOGY REFLECTION

As understandable as Murray’s theory is, I believe it could be argued that the reasoning to youth unemployment and increased use of welfare state is a result of poor governmental processes and continuous pressure on juveniles to create a better future for the one their predecessors have butchered.

I agree to an extent that the welfare state is overused and publicised as an opportunity for laziness and money grabbing; however, I team this with parental behaviour and a lack of hope for young beings.

Society presently is consumed with negativity. Children are raised in a world threatened with mental health issues, economic failure, climate change and more, as found in my primary research- it raises the question- what do they have left to look forward to? If the welfare state is openly available for so many, why wouldn’t they take it?

Personally, it is the government at fault for initiating and not controlling the system correctly. Perhaps, if they acknowledged the future, the future would do better for them. His theory belittles those who do need the necessary help and pinpoints them as something to be looked down upon. Not all members of subcultures are from an ‘Underclass’ background yet are stapled with this title due to projecting their frustrations to a government, which again failed the system and wouldn’t listen to them. As youths, they shouldn’t be partitioned when they have a lifetime to change their ways, and I feel this stands for everyone. The Underclass is now a label negatively connotated, almost a word to condemn.

Social class is nothing new, and it is still present today in individuals judging and segregating one another based on monetary values and worth. Designers have homed in on this and established products with logos plastered all over the garment. The point of this? To make the working class spend their money to prove a status.

THETHEORY OF MARXISM

I was introduced to Marxism during my Fashion Futures module where I sought a comparison and reciprocation of the Marxism theory and its relevance to civilisation today. I still stand by this and wanted to navigate this theory further to show a full proof representation of the society Generation Alpha are currently living in and why they could seek rebellion from their surroundings in the near future.

Karl Marx and Friedrich Engels had a similar perspective to Charles Murray and referred to the ‘Underclass’ in their philosophy as the Lumpenproletariat or “social scum”, a class of dropouts from the capitalist stratification system (Kornblum, 2013). Murray, Marx, and Engels were all conservative and sustained very strong viewpoints, culminating the concept that society was, and still is, feeding into a mass machine of bourgeoisie.

The bourgeois acts as the ruling class of capitalists who own the means of production and exploit the proletariat to maximise their profits and wealth.

Marx and Engels published The Communist Manifesto in 1848, favouring socialism and arguing of the inequalities in civilisation which are segregating people based on social class differences. He concluded with the opinion that if society was to improve, it’d need a large-scale change. Nonetheless, he predicted that this was unlikely to happen, and instead, foretold the proletariat would engage in a revolution to overthrow capitalism and establish their own communist estate where there would be greater equality, fairness, and freedom.

I believe this part of his theory is massively relatable. The UK is presently the epitome of a capitalist nation, with the majority of its production owned by mass businesses or privately owned institutions. Within these environments, the working class are made to endure harsh human activity and relentless hours by these seemingly impersonal forces (Cox, 1998) and are often led to a feeling of alienation, which is drawn up within a separate theory coined by Karl Marx. Personally, I believe Generation Alpha will refuse to be relegated by such status as my primary research revealed the youth’s predilection for care and personal connections, and they will seek this from their employers and want to be treated as humans first and not objects.

Linking my acquired knowledge from primary research with that of the previous module too, Generation Alpha are already feeling the pressures of a capitalist nation as well as its economic, social, and environmental problems, at such a young age. Karl Marx showed, how although aspects of the society we live in appear natural and independent of us, they are the results of past human actions (Cox, 1998). It brings me to agree with Marx’s theory to some extent as Generation Alpha are ultimately paying for the mistakes their predecessors have made, as aforementioned. Thus, pushing a notion of rebellion or rebellious actions being succumbed to in the future by younger cohorts.

SUMMARY

In conclusion of A Lost Generation, I believe I have attained a firm knowledge of my target consumer, Generation Alpha, which will support my concept going forward into my FMP stages so that it will adjust exactly to their wants and needs from the industry. I have sought a new gap in the market within this research which I will project in my forthcoming book- The Power of Collaboration where this cohort is incorporated profusely and the latter areas of my research will intertwine to cater to their desires. Engaging in a primary case study and PESTLE analysis has assisted my notions for my finalised narrative notions and wholly underpinned its reasoning behind the productions. Read on to the next book where all will be revealed- where my projections will be heard, and so will theirs…

UP NEXT: POWER OF COLLABORATION (JOURNEY BOOK 6)