Future Thinking Report by keribreen99

DIFFERENT TOGETHER

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FUTURE THINKING REPORT

Diversity & Inclusivity

Ethics Clause:

I can confirm this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

Signed: Keri Breen

Date: 06/11/19

Keri Breen

N0746556

Word Count: 3,296

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Introduction.........................................................................................................................

Methodology........................................................................................................................

What is Diversity and Inclusivity?.......................................................................................

The Evolution......................................................................................................................

Trend Drivers:

- Females vs Males.....................................................................................................

- New World Order.......................................................................................................

Industry Implications:

- The Third Box............................................................................................................

- Diversity is Wealth....................................................................................................

- All-in Advertising.......................................................................................................

- A-gender Agenda......................................................................................................

Consumer Landscape........................................................................................................

The Future:

- Neu-parenting...........................................................................................................

- Value Driven Consumer............................................................................................

- Diversity Rising.........................................................................................................

Conclusion..........................................................................................................................

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INTRODUCTION

This report reflects the research conducted on the macro trend Diversity and Inclusivity. This report explores how Diversity and Inclusivity originated and evolved, with a focus on how it is affecting consumer behaviour and different industry sectors such as, Travel, Technology, Beauty and Fashion. Furthermore, this report explores how companies are responding to Diversity and Inclusivity and what that means for the future of this trend.

The sub-trends of Diversity and Inclusivity; the A-gender Agenda and Neutral Culture will be explored and researched to give a deeper understanding of the consumer landscape and industry implications where Diversity and Inclusivity could develop in terms of gaps within the market.

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METHODOLOGY

Secondary research was conducted for the duration of this report. The research comprises of academic books and journals, online articles, websites, journals and reports such as WGSN, Mintel and LS:N Global.

Limitations to this research is the conflicting interpretations found when conducting secondary research. However, all interpretations were considered within this report to give an informed analysis. Furthermore, the lack of primary research conducted was a limitation as it did not allow for consumer insights to further evidence and validate this report through the use of questionnaires, interviews and focus groups. However, consumers reaction to current changes within industries was documented and research data bases such as Pew Social Research and academic journals were used within the report to support the required evidence of consumer insight.

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WHAT IS DIVERSITY & INCLUSIVITY

A new sense of vitality and change has occurred within society, powered globally by youth and minority groups that previously did not have a voice. These newly empowered individuals are demanding transparency and change from both government and industry (White, 2018).

Part of Diversity and Inclusivity is the understanding and deconstruction of identity, which we have been witnessing within the gender revolution. Historically, gender has been the most divisive marker of identity and while it has been the foundation of mainstream culture, we are beginning to see a shift where early adopters and innovators are challenging these rigid classifications and replacing them with more personal visions of identity (Walker, Buchanan, Stott, 2015). Identity is no longer defined by a person’s gender, ethnicity or social status, instead it is fragmented, meaning it can be achieved by individual ambitions and interests (Cote and Levine, Identity Framework, 2002).

In recent years, the idea of gender and what it means has been under scrutiny, because it is often mistaken in a person’s biology rather than their own personal identification of them self. But as this identity marker is continually explored, it poses the idea of what the confines of identity really mean.

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THE EVOLUTION

The fight for Diversity and Inclusivity is deeply rooted in history. Protests by those such as the Suffragette’s, LGBT and Transgender movements paved the way for the shift in culture seen today.

However, the trend Diversity and Inclusivity originated within the workplace where, historically minority groups such as women and the LGBTQ+ community were at a disadvantage and given limited opportunities in comparison to their white male heterosexual counterparts.

In response to this shift in culture, societies expectations have changed. People are now demanding transparency from brands in order to have a diverse and inclusive workplace. The most recent examples of this is US food chain, Chick-fil-A ceasing trading at its first UK outlet amid a row over donations to anti-LGBT groups (BBC, 2019). This is further evidenced by the current Pierce Morgan controversy where he expressed his right to identify as a ‘two-spirit penguin’. This is a prime example of how societies tolerance is limited when it comes to ignorance and slander against minority groups after a petition was sent to ITV demanding he be removed from Good Morning Britain (Pearce, 2019).

Furthermore, there is the beginning of a shift in culture emerging when it comes to Diversity and Inclusivity, where identity is no longer reduced to the gender you were born into. This is a future that brands will have to embrace as society enters a new phase, where greater diversity in mainstream brands is critical for good strategy (Walker, Buchanan, Stott, 2015).

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TREND DRIVERS: FEMALES

VS MALES

The 21st century has been named the ‘Female Century’. As women are beginning to find their roles outside traditional jobs of ‘mother’ and ‘wife’, men have also begun to reconfigure what masculinity means to them. This ideology has been named ‘New Masculinity’ and explores the ideas of authenticity and holistic self-awareness (Kaplan, Rosenmann, Shuhendler, 2016). The need for changing norms of masculinity are particularly present in the men’s liberation debate. Since the 1980s, there has been a call for a new man that differs from the social expectations of traditional masculinity and this has come about by men’s groups in response to the rise of feminism and the crisis of masculinity. Overall, the new ideology of ‘New Masculinity’ is a sign of progressive initiatives for social change and gender equality (Kaplan, Rosenmann, Shuhendler, 2016). Therefore, both gender roles were given new nuances and idiosyncrasies but as the idea of Diversity and Inclusivity develops, these gender binaries no matter how progressive are beginning to seem outdated in some circles (Walker, Buchanan, Stott, 2015).

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TREND DRIVERS: NEW WORLD ORDER

Society no longer lives in a world of isolation. The internet has changed what community, connection and influence means to many in the world. This driver means that consumers are used to seeing all walks of life on their screens and will eventually lead to one global culture (Walker, Buchanan, Stott, 2015).

“This idea of a truly globalised culture – one in which content can be distributed as easily as it can be received – has the potential to be realised through the internet. While some political and social barriers will remain, from a technological standpoint there is nothing to stop the two-way flow of information and culture across the globe.”

– Dr Jack Lule, Director of Global Studies and the Globalisation and Social

Therefore, society is no longer able to make presumptions about people based on where they are from as where there is internet access people are potentially consuming the same media on a global scale and as a consequence, finding their voices on social media (Walker, Buchanan, Stott, 2015).

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Thus, a clear divide is present within society when it comes to Diversity and Inclusivity, where consumers who are less represented feel there is a more urgent need for Diversity and Inclusivity than those who are currently being represented. Therefore, there is pressure on brands to deal with this issue. For example, a report by Mintel found that 29% of women think that brands that stereotype genders should be boycotted and 45% of women think diversity in advertising does not feel sincere (Mintel, 2019).

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INDUSTRY IMPLICATIONS: THE

‘THIRD’ BOX

Due to the recent shift in culture, the idea that choosing ones gender is as simple as a choice between two boxes on a form is outdated and is further increasing the need for Diversity and Inclusivity. The idea that gender is a societal construct is ever growing and therefore, todays consumers are being given the opportunity to make more thoughtful choices about their gender identities (Walker, Buchanan, Stott, 2015).

This trend is affecting the digital world in a massive way. In 2014, Facebook made a huge statement in favour of Diversity and Inclusivity by expanding their gender options from the binary male/female to over 50 different gender options which transgender activists hailed a big advancement (The Guardian, 2014).

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“THERE’S GOING TO BE A LOT OF PEOPLE FOR WHOM THIS IS GOING TO MEAN NOTHING, BUT FOR THE FEW IT DOES IMPACT, IT MEANS THE WORLD,” –SOFTWARE ENGINEER, BRIELLE HARRISON, 2014.

This was a huge step towards Diversity and Inclusivity, as consumers were no longer labelled and restricted in their identity, instead Facebook allowed consumers freedom to make their own decision regarding their identity and in turn, revolutionised the way social media platforms labelled their users. Although Facebook’s impact on the technology industry has been slow, other social media platforms such as Tinder are now adopting the same approach in order to take a step towards Diversity and Inclusivity where their users feel the platform is a safe place where they are represented. Tinder did this by extending their sexual orientation options to encourage LGBTQ+ matches (O’Brien, S., 2019).

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INDUSTRY IMPLICATIONS: DIVERSITY

IS WEALTH

A diverse and inclusive workplace allows people with all different strengths to contribute to the success of a business. Australian airline Qantas is a prime example of how they use diversity and inclusion to their advantage. CEO, Alan Joyce said the spectacular turnaround reflects an underlying condition, “We have a very diverse environment and a very inclusive culture.” According to Joyce, those characteristics, “got us through the tough times - diversity generated better strategy, better risk management, better debates and better outcomes.” (Bourke, Dillon, 2018). Joyce’s insight reflects a growing recognition of how critical diversity and inclusion is to a business’s performance, yet it is extremely rare for Diversity and Inclusivity to feature at the centre of a CEO’s success story (Bourke, Dillon, 2018).

To receive wealth from Diversity and inclusivity, one must look beyond demographic parity to the ultimate outcome –diversity of thinking.

Apple is arguably the most successful company in the technology industry to date. They are aware that their success is a result of a diverse and inclusive workforce. CEO, Tim Cook said, “We take a holistic view of diversity that looks beyond usual measurements. A view that includes the varied perspectives of our employees as well as app developers, suppliers, and anyone who aspires to a future in tech. Because we know new ideas come from diverse ways of seeing things.” (Bourke, Dillon, 2018).

As a result, brands are acknowledging that in order to be successful they must adopt a mindset that is both diverse and inclusive. Therefore, the hiring and head hunting of minorities has increased majorly within recent years. For example, 53% of Apple’s new employees in the US are from historically underrepresented groups in technology such as women and people of colour (Apple, 2018).

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INDUSTRY IMPLICATIONS: ALL-IN

ADVERTISING

Pop culture and advertising are continually increasing the representation and the roles of identities once considered abnormal. As a result, advertising has become a space where brands who are seeking to align themselves with a progressive future can explore new representations of diversity, sexual orientation and gender. This is evidenced through Airbnb showing their commitment to representing homosexual couples in their campaign. In ‘Love is Welcome Here’, Airbnb invited LGBT couples to share the times when they have felt alienated or threatened while travelling and then asked their hosts to be more accepting (Walker, Buchanan, Stott, 2015).

This was a huge step on Airbnb’s behalf of showing their commitment and respect for the LGTBQ+ community. For such a successful company to use their resources to create a documentary about the travel stories of LGBT couples and campaign it did not only disrupt the travel industry but revolutionised the global industry in terms of setting the standard of what consumers expect from brands. Being diverse and inclusive is no longer seen as a niche marketing strategy to win over minority groups, it is now a way of life and it is expected for brands to adapt and implement this trend into the heart of their business model. Furthermore, it has exposed LGBT couple’s real life experiences to the public, educating others and reminding them that this community deserves just as much respect as they do. P.g.26

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INDUSTRY IMPLICATIONS: A-GENDER AGENDA

The idea of the Agender Agenda is to push past the idea of girls borrowing boys clothing and open the spectrum to any type of clothing being available to anyone regardless of how they identify. The idea of identity and what it means has started to shift, more industries are becoming inclusive and new identities are given the opportunity to enter the mainstream mindset. This can be seen predominantly within the Beauty and Fashion Industry, where the A-gender Agenda is being pushed forward and a consumer’s gender identity is no longer a deciding factor in the clothes you wear (Walker, Buchanan, Stott, 2015).

The feeling for ‘genderless’ fashion ran through the entire Spring/Summer 2019 season in Paris and culminated on closing night in three particularly eye-catching looks at Louis Vuitton; two sharply structured suits and a bomber jacket with a boxy trouser, styled on short haired young models (Madsen, 2018).

The new mood for neutralising gender specific labels of garments consumers have always blindly accepted is entrenched in the current mainstream transgender movement (Madsen, 2018).

Designers such as John Galliano have been experimenting with gender-neutral clothing for years; liberally styling staples such as dresses and heels conventionally defined as womenswear on male models and vice versa (Madsen, 2018). As a result, genderneutral clothing was exclusive to luxury consumers only. It was Selfridges Agender pop-up that brought the idea of genderneutral clothing to a wider audience (Walker, Buchanan, Stott, 2015).

Although this is still a niche concept, the A-gender Agenda has been slowly filtering through to forward-thinking high-street brands such as ASOS when they launched their gender-neutral Capsule Collection. By making an accessible gender-neutral range, ASOS extended the idea of the A-gender Agenda to a wider audience who previously, were not exposed to such ideas and could not afford the garments which represented them. As a result, this sub-trend will manifest within an entirely new market and start a bigger conversation of how the modern-day consumer views Diversity and Inclusivity and what their needs are because of this.

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The beauty industry has not always been open minded and inclusive, yet with the new shift in culture where consumers are demanding brands to be diverse, there is an increasing amount of cosmetic companies’ whose initiatives revolves around self-expression, self-empowerment, uniqueness, and revolting against limitations placed on gender and diversity. This is because representation of gender and what that means is seen as a game changer within the beauty industry (Jones, 2019).

A frontrunner of this sub-trend is the gender-neutral cosmetic company Fluid, which is building their brand around the idea of inclusivity by catering to gender fluid and gender nonconforming communities.

“Makeup for him, her, them, everyone.” – Fluid, 2019.

Fluid understands that societies and in particular, young people’s mindsets have changed. They are now more inclusive and accepting of nonconformance and in some cases it is even encouraged. The brand has made it its mission to bring sensibility into the beauty industry, through using diverse models as the face of their brand and naming their cosmetic line colours after iconic LGBTQ+ locations (A+E Networks, 2019).

Another frontrunner is cosmetic brand JECCA Makeup. This unisex makeup brand started when founder, Jessica Blackler was offering makeovers to transgender women and realised that her clients had specific needs such as covering up beard shadow that traditional mainstream makeup brands could not meet. JECCA Makeup operates with the belief that everyone has the right to feel fabulous however, the brand primarily serves the transgender community and donates five percent of all profits to LGBTQ+ organizations (A+E Networks, 2019).

In recent years the beauty industry has been a huge leader within Diversity and Inclusivity. Famous influencers such as James Charles who is CoverGirls first ‘cover boy’ and Jeffree Star who is an active member of the LGBTQ+ community and owns a successful genderless cosmetic company have paved the way for how Diversity and Inclusivity has impacted the beauty industry. This has been accomplished by continually pushing the idea of the A-gender Agenda and what that means to an audience of millions. These influencers are revolutionising the beauty industry by making it clear that makeup is no longer for women, it is a form of art allowing everyone to express themselves.

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CONSUMER LANDSCAPE

Diversity and Inclusivity is impacting Generation Y in a huge way, they are moving away from the idea that they can be defined by any one thing and becoming more comfortable with the idea of fluidity through the blurring of lines between traditional categories such as gender. This is because they are the most diverse generation in history.

Generation Y can be defined as anyone born between 1981 and 1996 (PewResearch, 2019). The four key characteristics of this generation are confidence, connection, social responsibility and speed meaning that they can be categorised into the Outlaw, Artist, Ruler and the Explorer archetypes (Jung’s Archetypes, 1919).

(See appendix 1)

Generation Y is known as the ‘genderless generation’. This generation does not want to be put in a box or labelled and because of this is pushing against societies outdated and rigid ideas of what identity means.

The trend Diversity and Inclusivity has massively impacted Generation Y because they live in a world where their physiological and safety needs such as personal security, water and food have been met therefore, they can progress towards higher levels of growth such as, self-actualization and uncovering what identity means to them (Maslow’s Hierarchy of Needs, 1943). (See appendix 2)

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However, there is a risk of brands stereotyping this fluid generation. Stereotypes can result in a negative response and because of this, consumers can feel negatively labelled and experience a restriction in marketplace choices. As a result, they are less likely to engage within a marketplace transaction and this will, therefore, have a negative effect on the consumption experience (Henderson, Rank-Christman, 2016, P.g. 2).

Furthermore, as a result of the shift in societal culture consumers are beginning to feel a sense of empowerment that they did not feel in the past. By demanding transparency and diversity, consumers are setting a new expectation of how brands need to behave coming into the future in order to generate good business.

An example is the current controversy started by the menstrual hygiene brand Always. They announced they would remove the Venus symbol, historically used to represent the female sex, from packaging to be more inclusive of transgender and nonbinary customers, after transgender activists publicly urged Always to redesign their packaging, arguing not all people who menstruate are women (Wolfe, Krupa, 2019).

However, this has caused much backlash across social media as many women claim Always supply feminine hygiene products and that there is no need to remove the venus symbol because men cannot menstruate. This further amplifies the need for Diversity and Inclusivity as there is a clear ignorance across generations where people need to be educated on these minority groups and they’re needs.

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THE FUTURE NEU-PARENTING

The shift in the way society views gender and sexuality will be most seen in the way generations such as Millennials change the way they parent. It is a focus on allowing children to find their own way on the spectrum of gender. Target announced in August 2015 that it would remove gender-based signage from its store. As a result, the kids Bedding area no longer features suggestions for boys or girls, just kids (Walker, D., Buchanan, V., Stott, R., 2015).

“Rather than conceiving of gender as a binary that can be cautiously crossed, the gender parenting paradigm would enjoin us to introduce our children to a wide variety of different gender identities and expressions.” – LGBT activist, Paige Schilt.

As a result of this, the children of Millennials - Generation Alpha, are found to be better at critical thinking. They are immediately able to question something more than Generation Z and are more accepting of individuality; this observation was drawn from a study by Beano Studios where 650 hours of interviews with young trend-spotters was conducted and found that 58% of 5-9 year olds think that gender doesn’t matter (Friend, H., 2019).

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THE FUTURE

VALUE DRIVEN CONSUMER

Brands are no longer safe as consumers force them to expose their ethics and beliefs. This is a result of the value driven consumer who specifically looks for brands who show the same moral values as they do. A study by Forrester’s Consumer Technographics revealed consumers are becoming more aware and sensitive to social issues with 52% of 18+ US online adults considering themselves to environmentally conscious and 32% regularly following politics online (Lai, 2017).

Therefore, as the trend Diversity and Inclusivity continues to grow along with consumers need for brand transparency, in order to be successful, brands must transition their ideals from a mission to a value – putting ethics at the heart of their brand.

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THE FUTURE DIVERSITY RISING

In today’s global industry, Diversity and Inclusivity is critical for good business. To win over the newly socially aware consumer, who demands representation and inclusion, brands must move beyond one of representations for a commercial bases and integrate the idea of Diversity and Inclusivity into all levels of business.

According to First Insight, 58% of UK women and 47% of UK men are in agreement that they would temporarily stop shopping at a retailer if an offensive product was released (Jezerc, 2019). This further evidences the importance of Diversity and Inclusivity to generate successful business. An example of this is the H&M controversy. The brand received backlash and racist allegations from outraged consumers after a picture was uploaded of a young black model wearing a hoodie reading, ‘coolest monkey in the jungle’. As a result, the brand was bashed online being described as irresponsible and racist while other activists trashed H&M stores in South Africa (Jarvis, 2018).

Thus, there is a huge need for Diversity and Inclusivity that brands need to take into consideration. If implemented correctly, this trend will allow brands to connect with consumers individually on a personal level through their ambitions and interests rather than just as one big demographic. This more personal approach will allow brands to make deeper connections with their consumers and generate loyalty.

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CONCLUSION

In conclusion, the current rise of the trend Diversity and Inclusivity will allow for consumers to liberate themselves from rigid societal constraints and set expectations for brands to follow where they feel accepted and represented.

The A-gender Agenda and Neutral Culture are two sub-trends that are currently in the early stages of development. This can be seen through the slow rise in brands responding to this trend.

With careful analysis, there is a gap in the market for brands to embrace this trend as it is still a niche concept that is causing much controversy both within society and the global industry. However, this poses the question: is society ready for a truly diverse and inclusive culture?

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APPENDIX

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Appendix 1: Jung’s Archetypes Appendix 2: Maslow’s Heirarchy of Needs

ILLUSTRATIONS

Vans (2018). Genderless Fashion. OCaraFashion. Available at:https://i.pinimg.com/564x/b7/0a/cd/b70acdadebcef8ca402da0544d9ac11c.jpg [Accessed 15th October 2019].

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Future Thinking Report

DIFFERENT TOGETHER