GLOBAL ISOLATIONISM
FMBR30001: Strategic and Creative Solutions 3,301 words
Future Thinking Trend Report
Julianna Brown N0619888
PROJECT DECLARATION:
This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed. Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the University’s regulations on assessment contained in its handbook. Signed:.............................................................. Print Name:....................................................... Date:..................................................................
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CONTENTS: Rationale
Trend Consequence:
Aims & Objectives
Effects on Industry:
Methodology
Effects on Industry:
The Rise of ‘Wallet’ Activism
Selling Empowerment: Femvertising
For The Greater Good
What is Global Isolationism?
Future Opportunities
PESTLE Analysis
Future Research
Trend Driver:
References
Trend Driver:
Bibliography
Trend Consequence:
Illustrations
The Rise of Populism
The Us Vs. Them Mindset
The Identity Crisis
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Walls can reduce illegal crossings, although this particular border barrier is an especially porous one, but they do more - they make people who ‘want something to be done’ feel that something is being done.” (Marshall, 2018)
RATIONALE: 2016 has been coined ‘the year of the political earthquake’; the effects of which, are now starting to take sizeable effect on the world outside of Western politics (Aitkenhead, 2016). As many consumers still struggle to grasp the implications of this new paradigm, the effects of global isolationism continue to threaten society, democracy and position of the US and UK as global powers. The following report aims to analyse and critically explore the key drivers, consequences and brand responses towards the macro trend ‘Global Isolationism’. Whilst a broad and politically driven trend, with a vast effect on multiple industries and infrastructure, this report will look to illuminate events in the evolution of the trend as well as examples of its presence in marketing and branding principles both presently and predictively.
Fig 1. Art at US/Mexico border
Fig 2. TIME Magazine, July 2018
AIMS & OBJECTIVES: The aim of this report is to provide a thorough insight into the trend of global isolationism, examining both its origins and evolution and how this has impacted consumer behaviour and the brand environment. To achieve this aim, the following objectives have been proposed:
TO ILLUMINATE
the trend’s origins and evolution within society.
TO EXPLORE
how the trend is shifting consumer mindset and buying behaviour.
TO ILLUMINATE
the varying responses to the trend from different industry sectors & future opportunities.
These objectives will allow the report to inform and identify potential research gaps and angles of focus for further research in Stage 1 of Creative and Strategic Solutions.
METHODOLOGY: SECONDARY RESEARCH SOURCES Secondary research sources have been obtained to provide insight on the previous research conducted around this trend, and to identify any gaps of exploration amongst existing research that could be explored further in Stage 1. Existing research will provide both qualitative and quantitative data. This will aid the structuring of a research framework for Stage 1. There are both advantages and disadvantages to using secondary data. ADVANTAGES: As the data has already been collected and stored, the reader saves time by only having to analyse the data available.
DISADVANTAGES:
Ambiguity surrounding how the data collection process was completed and how well it was carried out. Limitations of the research not answering the speA wide breadth of secondary research is cific research enquiries that the reader would like to available to the reader, with the availability of explore. trusted sources such as governmental, and Data may not have been collected in an appropriate marketing research papers often free. geographic region or within an appropriate time frame in terms of year of conduction. Secondary research allows for larger scale The population surveyed may not be appropriate exploration undertaken by experts, that would be or extensive enough to provide an accurate set of unattainable if conducted by the individual results. reader (Crossman, 2018). Some secondary data may be too costly to access (Crossman, 2018).
The sources used for this report have been categorised as either in the form of; documents, surveys or multiple sources. Each research source has been evaluated in terms of advantages and disadvantages (Saunders, Lewis and Thornhill, 2016). DOCUMENTS:
SURVEYS:
“A document is a durable repository for textual, visual and audio representations that may be retained and used in different times and spaces” (Symon and Cassell 2012).
“Refers to existing data originally collected for some other purpose using a survey strategy, usually questionnaires [...] such data normally refers to organisations, people or households” (Saunders, Lewis and Thornhill, 2016).
TEXT: Web pages Blogs Magazines
NONTEXT:
Podcasts Films Television Documentaries Web Images
Not applicable in this report.
MULTIPLE SOURCES: “Can be compiled entirely from document or survey secondary data, or can be an amalgam of the two [...] different data sets gave being combined to form another data set prior to your accessing the data” (Saunders, Lewis and Thornhill, 2016).
LONGITUDINAL:
Books EU/Governmental publications Journals Industry statistics and reports e.g. 1. RAND Europe 2. LSN: Global 3. Emerald Insight 4. WGSN 5. Stylus 6. The Future Laboratory 7. Nielsen
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DATA TYPE: Document: Text
ADVANTAGES:
DISADVANTAGES:
Web pages
Can be classed as a credible if Credibility of source could become from an established source such questionable as anyone has the as YouGov. ability to produce an article for a web page. Free, quick and easy to access. Ability for the web page to be altered and edited over time, i.e. Wikipedia. Thorough research may not have been undertaken before publishing the web page, meaning stated facts could be fabricated or unrepresentative.
Blogs
Topics may be discussed and argued to a great extent. Can provide an insight to a particular stance on a topic of discussion around a subject.
Magazines
Subject matter may not have been thoroughly researched, meaning facts may be warped by opinion over evidence. This may mean that information stated in a blog page may not be representative to a wider demographic.
Source may be well established Articles may be funded by external and therefore classed as credible parties, causing potential bias. i.e. New Philosopher. Journalists may possess an exArticles are likely to be well-re- isting political stance as part of a searched with appropriate quanti- larger publication, influencing the
tative and qualitative data supporting arguments. DATA TYPE: Document: Non-text
ADVANTAGES:
viewpoints stated in the article.
DISADVANTAGES:
Podcasts
Sources may be well established Podcast series may be focused on and therefore classed as credible a particular stance on a subject, i.e. BBC. meaning not all possible viewpoints will be discussed. Broadcaster may be well Research may not have been established within their industry thoroughly undertaken prior to sector and therefore viewed as broadcast if the topic of the credible. podcast is more discussion-based. Therefore viewpoints broadcasted may be more opinion-based than research-backed. The series format of podcasts may only allow for a ‘snapshot’ of a particular stage in a subject’s evolution in society.
Films
Allows for a clear explanation of a subject matter in its wider context, with accompanying audio/visual aid.
May have been funded externally, increasing the likelihood of bias. Depending on intended audience, may only supply a brief overview of a wider research project. Subject is likely to be well Potential for bias depending on researched and backed up with reporter/film-makers stance on the statistics. subject matter. Film may only provide an abridged version of a wider research project.
Television Documentaries
Source may be well established Depending on intended audience, and therefore could be regarded may only supply a brief overview of as credible, i.e. Channel 4. a wider research project. Allows for a clear explanation of a Potential for bias depending on subject matter in its wider context, reporter/film-makers stance on the with accompanying audio/visual subject matter. aid. Subject may be well researched and backed up with statistics.
Web images
Quickly illustrate particular statistics, models and insights.
Web images are often difficult to trace back to their original source, questioning credibility and relevance to the subject.
Trend Presentations
Source is likely to be well May only provide an abridged established and credible. version of a larger research project. Sample sizes are likely to be large and demographics well-represented. Statistics and insights are clear and well illustrated.
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Fig 3. London, England
WHAT IS
‘GLOBAL ISOLATIONISM’? The UK’s decision to leave the European Union in 2016, and the unexpected inauguration of Donald J. Trump soon after, are regarded as defining events in the evolution of isolationism as a global trend (Aitkenhead, 2016). Isolationism has been associated with American and European governments since the colonial period, where ties between the two powers were beginning to be ceased (Longley, 2018).
Fig 4. Colonialism
//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// The isolationism of today is a byproduct of a number of factors. Whilst the US terrorist attacks of September 11, 2001 initially “spawned a spirit of nationalism in America not seen since World War II” (Longley, 2018), the following War on Terror may have resulted in the return of Western isolationism on the scale seen today. Countless civilian lives lost in Afghanistan and Iraq, while terror attacks strike familiar European cities have struck a wave of fear and protectionism amongst governments and civilians alike (Kirk, 2017). Other causations include the critique of political governance and fiscal strategy following the financial crisis of 20082009 (Bremmer, 2018), which has arguably been fuelled by the increase of partisan media (Doherty, 2017), as well as a new accessibility to information spent by the age of digital connectivity. The apparent failings of government to recover the economies have led to a large gap in economic inequality in both the UK and the US.
Globally, isolationism has the potential to shift the dominance of the US and the UK as leaders of the free world in terms of foreign affairs (Avlon, 2018) to less advantageous positions as weakened economies struggling to keep up with the growth of emerging markets (Bremmer, 2018).
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In the UK, the richest 10% of households hold 45% of all wealth. The poorest 50%, by contrast, own just 8.7%” (The Equality Trust, 2018)
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Fig 5. Iraq
Fig 6. World Trade Center
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P
POLITICAL
E
ECONOMICAL
S SOCIAL
A case will be heard by judge’s in the European Union’s highest court on Nov. 27, reviewing whether Britain could withdraw on its decision to leave the EU (Macdonald and Baczynska, 2018). Following the mid-term elections, the Democrats have taken control of the US House of Representatives, restricting Trump’s ability to steer his programme through Congress (BBC, 2018). Stocks in Asia rose as investors are relieved to have moved past the U.S. midterm elections without any major political surprises, while the dollar clawed back some of its earlier losses (Saoshiro, 2018). The recent 2018 Budget from Philip Hammond, touched on a wide range of points including austerity, defence, housing, Brexit, digital tax and the NHS (Skoulding, 2018). The UK’s highest paid company boss last year, Jeff Fairburn, has been asked to leave his job following a row over his £75m bonus (Barrie, 2018). The latest mass shooting in the US occurred at the Tree of Life synagogue in Pittsburgh, where 11 people were killed (BBC, 2018). The UK government has recently been accused of “unforgivable cowardice”, after it was found that experts hired to test cladding in the wake of Grenfell Tower were banned from criticising Theresa May (Barnes, 2018).
T L E
TECHNOLOGICAL LEGAL
ENVIRONMENTAL
Facebook has pushed back plans to introduce checks on verifying political advertisers as part of an initiative to tackle election interference (Martin, 2018). The Pro- Brexit campaign group, Leave.EU have faced fines of up to £135,000 following breaches of data laws (BBC, 2018). Employers will not be expected to check EU nationals right to work documentation in the UK, if there is a no-deal Brexit (Walker and O’Carroll, 2018).
The Ozone layer, protecting the Earth from ultraviolet light, appears to be successfully healing after gaping holes were found in the 1980s (BBC Newsbeat, 2018). Leading scientists meet in South Korea, as part of a new study being conducted by the Intergovernmental Panel on Climate Change (IPCC), to see if global temperatures can be kept from rising by more than 1.5C this century (McGrath, 2018). WWF recently founded that life on Earth is by human’s living beyond the planet’s means. 60% of animals with a backbone have been wiped out by humans, since 1970 (Tubb, 2018).
PESTLE ANALYSIS:
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By the end of the century, minorities and those of mixed race are projected to form the majority in the UK and other countries [...] early stages of this transformation have led to a populist disruption (Kaufmann, 2018)
TREND DRIVER:
THE RISE OF POPULISM A key driver of this trend is the rise and threat of populist leaders on the global stage. Populism refers to an “ideology or political movement that mobilises the population […] against an institution or government, usually in the defence of the underdog or the wronged” (BusinessDictionary, 2018).
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Across the world, populist political leaders are aligned on similar values. With Donald J. Trump proclaiming the need to “Make America Great Again” and Britain leaving the EU to “gain back control of it’s borders” (Akala, 2018), the West is taking an increasingly protectionist lean towards the values created during the rise of globalisation (Saval, 2017). The media’s role in politics today has never been so great with Trump’s tactical use of social media and news channels to promote his political views being suggested as a leading cause in the polarisation of political parties seen today. This polarisation is changing where people live, what they watch, who they see and “in all cases, its changing […] in ways that lead to more political polarisation” (Klein, 2016). Migration, in particular, is stated to pose a threat to the cultural identity of Western nations, with most publics fearing “that the common norms and cultural identity of Western nations,
Fig 7.
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In each party, the share with a highly negative view of the opposing party has more than doubled since 1994 (Pew Research Centre, 2014)
with most publics fearing “that the common norms and values that bind societies together will be “weakened” if migrants do not adapt to host-country culture and identity (Kymlicka, 2012). It has been argued that the ‘decline of the West’ refers to the need to recreate a Europe and a US, that never existed in the first place (Akala, 2018). Europe, with its record of “religious purges, anti-Jewish pogroms […] world wars”, has never experienced a better success of “their model of capitalism”, and yet “we find not optimism and dynamism […] but rather a lament for the supposedly dying continent” (Akala, 2018).
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Fig 8. Bradford, 1987
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Nationalism and Socialism had to be redefined into one strong new idea which would make Germany great again. (Hitler, 1940)
THE US VS. THEM MINDSET It is apparent that “income equality has increased virtually everywhere as a result of globalisation� (Hickel, 2017). Globalisation has allowed the creation of new economic efficiency by moving production and supply chains to developing countries where labour and resources are much cheaper (Phillips, 2017).
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TREND DRIVER:
This influx of capital from the developed world has created a “truly global middle class” (Bremmer, 2018). Whilst the ability to produce goods much cheaper, has boosted the purchasing power of consumers in the developed world. However, beyond trade, globalisation has allowed the exchange of technological innovation in the supply chain. Advances in automation has meant that “automation and related factors, not trade, accounted for 88% of lost U.S. manufacturing jobs between 2006 and 2013” (Hicks and Devaraj, 2015). The combination of cheaper goods and unemployment in the developed world has led to a shrinking middle or ‘consuming’ class, and globalisation being described by right-wing leader of the National Rally, Marine Le Pen as “manufacturing by slaves for selling to the unemployed” (BBC, 2017). Through this many citizens have begun to believe that “globalisation works for the favoured few but not for them” (Bremmer, 2018).
Fig 9. Flint, Michigan
‘Us vs. Them’ refers to a polarising mindset; experienced by consumers and adopted by both the political left and right. In criticism of globalisation, the left refer to “the government elite, big corporations and bankers” who are to blame for exploiting the everydayworker. On the right, ‘them’ is referred to as governments that have cheated citizens by “offering preferential treatment to minorities” (Bremmer, 2018).
life and the virtual (Lukianoff and Haidt, 2018). This is leading to a hostile brand environment for existing and new businesses.
As part of human evolution, consumers have been hard-wired for tribal competition (Lukianoff and Haidt, 2018). This political polarisation has caused consumers to bind themselves more tightly to the group that best supports their ideals, placing themselves in “echo chambers” (Cheshire, 2017) and hindering their own ability to think for themselves. Providing consumers with a “common enemy”, in their country’s political structure, has produced a call-out culture in which public hate and shaming is commonplace, both in the physical
Fig 10. Justice For Grenfell
Fig 11. Struggling foodbank in Birmingham
THE IDENTITY CRISIS Sociologist Zygmunt Bauman, refers to a “liquid fear”- a state of anxious uncertainty, plaguing the consumers of today (Bauman, 2006). He refers to the idea that modernity should be a time of prosperity, having overcome the wars and conquests of the past; contrasting today’s world.
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TREND CONSEQUENCE:
Globalisation has been blamed for the weakening of local traditions and cultures by “commercialising relations that before were based on community life, […] gratitude and affectionate and symbolic exchanges” (Kaul, 2012). This has led to a global identity crisis, as universal identities are forced upon countries historically shaped by the migration of minorities. Those who feel forgotten within the system look to different systems that make them feel appreciated (Berendsen, 2017). This has led to issues of extrem-
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ism, xenophobia, homophobia, increased support for separatism and increased crime and drug use (Berendsen, 2017). As issues of identity come to the fore, gender, sexuality and cultural lines are blurring (Ard, 2016).“Consumers have become fractured through the synthetic communities, identities and personas they’ve created” (Snyder, 2016) with “over [..] 81% of Gen Z in the US negotiating multiple identities” (Ziba, 2017).
Opioid overdoses in the US, accounted for more than 42,000 deaths in 2016, more than any previous year on record” (HHS, 2018)
However, there are deeper issues of both gender fluidity and neutrality emerging, with advertising portraying traditional gender stereotypes being banned in the UK earlier this year (Chang, 2018). Nevertheless, as “fluidity of identity is recognised and debated, systematic inequalities and prejudice continue” (Euromonitor, 2017). As gender identity and neutrality continues
to be the subject of public debate, and the identities of the next generation of major consumers, Gen Z are become increasingly ‘sharded’ (Firth and Buchanan, 2014), brands need to rethink who their audiences really are, within countries and communities, and how they are now interacting with each other (Euromonitor, 2017).
Fig 12. Christine and the Queens Fig 13. James Charles X Morphe
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Fig 14. BetterHelp App
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Fig 15. Headspace App
TREND CONSEQUENCE:
THE RISE OF ‘WALLET’ ACTIVISM In a recent poll, one in five Americans has participated in some form of political rally, and for close to 20% of those, it was the first time they had expressed this type of activism (Washington Post, 2018).
Globalisation, high-speed internet connectivity and the advent of social media in the developed world have all nurtured an environment where consumer activism can flourish (Mustafina, 2017). Wide consumer interest groups can now come together “in their efforts to resist globalised consumption patterns” (Mustafina, 2017). Consumers are now voting with their wallets to cement the future of the brands they care about, and those they wish did not exist. As awareness grows of fast fashion’s impacts on the planet, it has become evident that many consumers are also voting with their feet. Global fast fashion retailer, H&M admitted in its March 2018 financial report that it had $4.3 billion of unsold inventory (Paton, 2018). This is causing brands to look into alternative concepts focusing on creating higher quality, longer lasting items at higher price points, with ‘slower’ instore experiences (Kissane, 2017). Arket, a H&M Group brand, is a perfect example of this.
Fig 16. Arket
Consumer activism is growingly taking the form of boycotting and buycotting. There is a rising debate about the effectiveness of boycotting; the act of refusing to buy a brand’s products in disagreement with their ethical or social practices in comparison to buycotting; the act of supporting companies by increasingly buying from those with a social purpose or striving to make a positive contribution to the industry (Weber Shandwick, 2018). In a world of polarisation, these two acts are becoming a greater reflection of political stance. The #GrabYourWallet campaign, centred around the mission of boycotting stores in the US selling Trump-branded products, has generated a reach of 626 million impressions on Twitter (McGrath, 2017). However, a recent report by Weber Shandwick, suggested that there is little evidence that brand boycotts impact the revenues of targeted firms, fuelling the argument that buycotting is more proactive in allowing consumer’s opinions to be heard (Weber Shandwick, 2018).
Regardless of this debate, it is clear that the impacts of ‘wallet activism’ are shifting consumer mindsets and the health of the fashion industry.
Fig 17. Nike
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Fig 18. Trump’s Twitter
Fig 19. Boycott in Brooklyn, NY
EFFECTS ON INDUSTRY:
SELLING EMPOWERMENT: FEM-VERTISING In the wake of the inauguration of Donald Trump in 2016, a recorded 2005 conversation of Trump with a television host was released, describing a failed seduction attempt, “I did try and f**k her, she was married”, explaining that his dominance over women enables him to “grab them by the p***y” (Jacobs and Siddiqui, 2016). As these allegations of sexist and derogatory behaviour hit the mainstream press, alongside Hollywood rape scandals, a move towards female empowering marketing or ‘fem-vertising’, was rocket-fuelled both in the US and the rest of the developed world (Ruiz, 2017).
The growth of fem-vertising across a number of industry sectors, makes the positive suggestion that companies are making the right moves in counteracting the sexism displayed by those in power. A recent survey found that “53% of consumers say they’ll make purchases because they like how women are portrayed in a brand’s ad” (Dupre, 2017). This suggests that marketplace feminism has become a successful strategy for brands to gain a healthy profit from appearing to take an activist stance (Akestam, 2017). A product of globalisation, fast fashion retailers such as H&M, ASOS and Topshop have all been criticised recently for using female-dominated sweatshops in the developing world to produce goods donning ‘empowering’ slogans and designs that allow privileged, developed world consumers to express their social consciousness (Mitchell, 2017). The trend of fem-vertising has been crit- icised by many who believe that
Fig 20. Women’s March, NY
much like the trend of ‘conscious capitalism’, which seeks to reassure privileged consumers, that the products they are buying are “somehow improving the world”, “empowerment feminism is a movement driven primarily by guilt” (Del Valle, 2017). As consumers in the developed world remain at a comfortable distance from major natural, social and political disasters, it seems a rise in the social media trend of ‘slacktivism’ has bled into the femvertising movement (Muslic, 2017).
US-based plus size clothing brand Universal Standard has seen great success with its approach of striking, untouched marketing campaigns that look to appeal to plus size woman primarily, who feel underrepresented by more popular clothing brands (Simmons, 2018). Fig 21. Universal Standard
Whilst the authenticity of established brands newly participating in this trend is likely to be questioned, a number of new small fashion labels and innovative consumer goods brands, birthed from social media, have helped the trend to resonate with many millennial and Gen Z consumers.
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Fig 22. Christian Dior
Fig 23. Heist Tights
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Fig 24: Savage X Fenty
EFFECTS ON INDUSTRY:
FOR THE GREATER GOOD Although, in the politically turbulent world of today, civilisation has less currency than it once did, most consumers still see themselves as living within one. This understanding of ‘civilisation’ tends to be centred on the sense of a collective purpose and access to both tangible and intangible ‘common goods’ (e.g. clean water; democracy). New research suggests that consumers are increasingly concerned about the state of collective goods that their grandchildren will inherit, in a time where the threat of nuclear war and global warming has never been so great (Wilson & Manolopoulos, 2015).
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The power of business propaganda in the U.S. […] has succeeded, to an unusual extent, in breaking down the relations among people and their sense of support for one another (Chomsky, 1998)
Nielson published in its 2015 annual Global Corporate Sustainability Report, that globally, 66% of consumers are willing to spend more on a product if it comes from a sustainable brand, increasing to 73% of surveyed millennials with a similar preference (Nielsen, 2015). It seems that millennials, although highly risk-averse, prefer to do “business with corporations and brands with a pro-social message, sustainable manufacturing methods and ethical business standards” (Landrum, 2017). This has led to an increase in
food, beverage and consumer goods brands in particular, putting sustainability, and a moral and ethical code at the heart of their businesses (Focus PR, 2017). Hyperlocal food sharing app, Olio, appeals to the need of consumers to access food (an example of ‘common goods’) in the UK; where government cuts to benefits are causing food bank usage to soar (Trussell Trust, 2018). The location-based app, lets users list and upload photos of unwanted food to be shared with members of the community for free. The company was
Fig 25: Karma Cola
Fig 26: Olio App
founded on the idea of a bottom-up, community approach, the opposite to the dominate business model in the developed world. The app aims to tackle the issue of food waste produced by households and businesses alike (O’Hear, 2018). Soft drink brand, Karma Cola, learnt that more than a million colas are drunk in the world in one minute, yet little money went back to the people that originally discovered the ingredients for the famous drink. They set up a foundation to ensure that the people growing their cola, were aided in developing infrastructure and education (Karma Cola, 2018).
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Fig 27: Proenza Schouler
Fig 28: Brewdog at US/Mexico border
FUTURE OPPORTUNITIES: The unpredictable nature of politics makes it impossible to predict how the shift towards greater global isolationism will evolve specifically. However, the prediction that the UK’s withdrawal from the EU in March 2019 will result in a ‘no deal’, will have seismic effects on the UK (Ahmed, 2018). Not only will these effects be physical; threatening the NHS, food supply, housing, education and infrastructure, they will also shape the identity and wellbeing of consumers, especially those that will experience the greatest economic effects, namely millennials and Gen Z who will reach working age in a post-Brexit Britain. US consumers will face similar struggles under the evolving Trump presidency. With the increase of hate-motivated crime, the US will become a more uninviting and insecure home for minority residents, effecting the diver-
-sity of its future work force. However, as touched on in the ‘trend consequences’ section of this report, social media powered underground movements and the need for a collective purpose amongst consumers, will lead to increasing physical and consumerist or ‘wallet’ activism. This will change the shape of the retail industry, and fuel the existing need for brands to be completely transparent in their ethical practices and purpose. The “brand responses” section of this report indicates a rise in startups and crowdfunded businesses that will be built around favourable moral codes, appealing to a growing millennial and Gen Z market. Existing brands may struggle to prove themselves authentic in their deliverance of these values, leading to more store closures or business merges (Retail Gazette, 2018).
Fig 29: We The People
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Fig 30: Lipslut
FUTURE RESEARCH: This report has uncovered key patterns in findings that could be analysed further in future research. One potential research area could be to explore the activist role brands will take in the future of the capitalist societies of the West. How far should business mix with politics? How will inequality be addressed when capitalist brands are more politically powerful? Furthermore, this report has addressed the growing awareness of the negative effect of globalisation amongst consumers. To what extent will consumer mindset shift away from fast fashion and its instantaneous neurological rewards? Will consumers continue to look inwards in terms of buying local products over those produced globally? How will isolationism effect technological development aided by globalisation? How will rising trade tariffs effecting the cost of goods, shift consumer mindset towards the retail industry?
Another interesting research point would be to explore how shifting migration patterns in Trump’s America and Post-Brexit Britain will effect society, culture and subsequent brand responses. As whites become the new minority group, how will brands respond to this changing demographic? How will future employment and industry be effected by diversity or the lack of?
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REPORTS:
Grooten, M. & Almond, R.E.A. (2018) Living Planet Report 2018: Aiming higher, WWF, Gland, Switzerland. Hoorens, S. (2013) Europe’s Societal Challenges: An analysis of global societal trends to 2030 and their impact on the EU, RAND Corporation, Santa Monica, California. Kelton (2017) Gen Z Marketing: the Art of Social Self Expression, Kelton Global, New York.
Mickiewicz, M.F. & Szymanska, A. (2016) The Dislocated World, LS:N Global, London. Mintel (2017) European Consumer Trends 2018, Mintel, London.
JOURNAL ARTICLES:
de Vries, L. et al. (2017) “Explaining consumer brand-related activities on social media: An investigation of the different roles of self-expression and socializing motivations”, Computers in Human Behavior, vol. 75, no. 10, pp. 272-282. de Vries, Lisette et al. 2017, “Explaining consumer brand-related activities on social media: An investigation of the different roles of self-expression and socializing motivations”, Computers in Human Behavior, vol. 75, pp. 272-282. Eisend, M. et al. (2014) “Gender roles and humor in advertising: The occurrence of stereotyping in humorous and non-humorous advertising and its consequences for advertising effectiveness.”, Journal of Advertising, vol. 43, no. 3, pp. 256-273. Endres, K. & Panagopoulos, C. (2017) “Boycotts, buycotts, and political consumerism in America”, Research & Politics, vol. 4, no. 4, pp. 1-9. Lelkes, Y. (2016) “Mass Polarization: Manifestations and Measurements”, Public Opinion Quarterly, vol. 80, no. 1, pp. 392-410.
THESIS:
Hunt, A.R. (2017) Selling Empowerment: A Critical Analysis of Femvertising, Boston College.
PRESENTATIONS:
Wharry, G. (2018) The Age Of Sentiments 2019/2020 Insights, Trend Presentation edition, Geraldine Wharry, London.
VIDEO:
Alper, L. (2014) Capitalism hits the fan: a lecture on the economic meltdown, 1st edition, Kanopy, San Francisco, California.
FILM:
Moore, M. (2018) Fahrenheit 11/9, 1st edition, Moore, Michael, USA.
PODCASTS:
Crooked Media (2018) Pod Save America [Podcast] 29th Oct. Available at: https://crooked.com/podcast/from-charlottesville-to-pittsburgh/ (Accessed: 31st Oct. 2018) Eddo-Lodge, R. (2018) About Race with Reni Eddo-Lodge [Podcast] 17th May. Available at: https://www.aboutracepodcast.com/9the-big-question/ (Accessed: 31st Oct. 2018) Fox Business. (2017). Trump: I doubt I’d be here if it weren’t for social media [Online Video]. 23 Oct. Available from: https://video. foxbusiness.com/v/5622402180001/?#sp=show-clips (Accessed: 1 Nov. 2018) Remainiacs (2018) Remainiacs – The Brexit Podcast [Podcast] 19th Oct. Available at: http://www.remainiacs.com/ (Accessed: 22nd Oct. 2018)
Remainiacs (2018) Remainiacs – The Brexit Podcast [Podcast] 24th Aug. Available at: http://www.remainiacs.com/ (Accessed: 22nd Oct. 2018) Slate Magazine (2018) Trumpcast [Podcast] 23rd Oct. Available at: http://www.slate.com/articles/podcasts/trumpcast.html?via=gdpr-consent (Accessed: 25th Oct. 2018) Slate Magazine (2018) Trumpcast [Podcast] 3rd Sept. Available at: http://www.slate.com/articles/podcasts/trumpcast.html?via=gdpr-consent (Accessed: 25th Oct. 2018)
ILLUSTRATIONS:
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