AD6603 Fashion Futures by milliewright0

THE FUTURE OF INFLUENCER MARKETING

MARKETING TO GENERATION ALPHA

AD6603 FA S H I O N F U T U R E S MILLIE WRIGHT 1906432 3

THE FUTURE OF INFLUENCER MARKETING How are today’s social media influencers influencing tomorrow’s consumer Generation Alpha? A study into consumer habits and how purchasing into the slow fashion movement can aid the fashion industry’s environmental impact on the world – focusing on how brands can market to the next generation of consumer - Generation Alpha.

CONTENTS Introduction

10 - 11

Part One Who are Generation Alpha? 12 - 15

Part Two Social Media 16 - 19 Influencer marketing 20 - 21 Influencer examples 22 - 25 Alpha influences 26 - 27

Part Three Alpha and Sustainability 28 - 29 Slow Fashion 30 - 31 Primary Research – Questionnaire 32 - 35 Conclusion 36 - 37 References 38 - 39 Image References 40 - 41 9

INTRODUCTION The purpose of this essay is to examine and understand how today’s social media influencers can utilise the slow fashion movement and responsible shopping mindset. To investigate how we can influence the future generation of consumers (Generation Alpha) to combat overconsumption and fast fashion, which will in turn create a more environmentally friendly way of shopping. Researching into consumer habits and how purchasing into the slow fashion movement business model can aid the fashion industry’s environmental impact on the world – focusing on how it will be for the next generation of consumer, tomorrow’s consumer. I have chosen this topic due to my interest in social media and marketing and how much of an impact they have on consumer habits and behaviour. I hope to leave university and work within the social media marketing industry; therefore, I believe researching into marketing strategies and targeting the consumers of the future will strengthen my knowledge of this sector of such a broad industry.

This essay aims to discover the impact that social media stars and influencers have on Generation Alpha consumers. Looking at how in the future, influencers can use their platforms in a responsible way to promote more sustainable and considered consumption habits. Specifically researching into slow fashion and conscious consumerism how this mindset can create enriched, more educated consumers. This essay will specifically target Generation Alpha, born between 2010 and 2025. I have chosen to research into this generation as they are the future consumer, with the oldest members of the generation being between the ages 11/12 and the youngest still being born, they are the next generation of consumers. Through investigating how studies predict this generation will shop and consume both fashion and media, I will gather information to create a wellrounded collection of facts and figures. I will conduct an online survey which will gather primary data from Generation Alpha as first-hand information into their consumer habits and preferences. Through investigating how social media marketing strategies are used to market goods to the new generation of consumers, I plan to gain insight into social marketing campaigns and promotion strategies being used by current companies, to then predict what the future of social media marketing will be, when I enter the industry.

PART ONE

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W h o a re Generat ion Alpha? Generation Alpha are the next generation, they are characterised as those born between 2010-2025, therefore the eldest members of this new generation are currently 11/12 and the youngest are yet to be born. Described as children who are digital natives, having known no life without technology such as mobile devices, tablets and even AI they are a generation defined by technological advancements and exceptional times of change. It is estimated that by the time Generation Alphas stop being born (2025) there will be around 2 billion of them globally. Generation Alpha represent the future, the future of society, consumerism, and technology, as a result they are also the future of shopping. It is said that Generation Alpha are the most empowered and socially aware generation to date. They stand for inclusivity, diversity, and acceptance, with strong values in community. This sense of community is something that businesses can capture when marketing to Generation Alpha consumers, creating a sense of a society of likeminded people who want to purchase similar products.

According to a study by McCrindle, Generation Alpha are the “most materially endowed and empowered generation ever” due to typically being the children of millennials they are growing up surrounded by the purchasing preferences of their parents, McCrindle says “While Generation Alpha are yet to hit their teens, they have brand influence and purchasing power beyond their years, engaging with brands, toys and products that speak to the future needs of this generation.” (McCrindle & Fell, 2021) Generation Alpha are passionate and resilient individuals who have a strong moral compass and beliefs, the fight for climate change being one of them. For brands to capture Alpha’s attention they must be transparent about sustainability. By demonstrating how the slow fashion movement works, brands can educate young consumers to purchase intentionally and reduce overconsumption and clothing going into landfill.

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PART TWO SOCIAL MEDIA

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As stated by Buffer, social media marketing is defined as “the use of social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic. This involves publishing great content on your social media profiles, listening to, and engaging your followers, analysing your results, and running social media advertisements.” (Buffer, 2019) Social Media Marketing is a way of marketing through social media platforms, which Generation Alpha have been fluent users in from young ages. By marketing products and brands through social media it allows companies to engage a different consumer demographic rather than marketing purely in traditional ways, such as television, radio, and billboards. It is a great way for companies to engage with the younger generation of consumers who spend many hours a day on social media sites. Social Media is now a permanent part of our everyday lives, with around 3.6 billion users worldwide. In a study by Statista research department,

it states that in 2020, over 3.6 billion people were using social media worldwide, a number projected to increase to almost 4.41 billion in 2025. (Statista, 2021) By applying social media strategies to their marketing campaigns brands can gain insights and analytics to how their adverting efforts are working. By examining insights brands can then tailor their marketing efforts to the specific audiences viewing the adverts. Social media marketing provides brands with a way to create strong connections with their audience on a more personal level than traditional forms of marketing. Over the past decade, social media has become one of the keyways that we, as humans communicate with one another, from checking our Facebook feeds, to using WhatsApp messenger and Snapchat to speak to friends and peers daily, 21st century consumers, specifically Generation Alpha do not know a life without instant messaging and fast paced communication.

For brands to successfully target Generation Alpha consumers they must stay up to date with the zeitgeist and the existing trends that Alpha consumers are following, these trends change rapidly as Alpha have smaller attention spans due to being exposed to high levels of content and fast paced media from a young age. Due to being so technologically advanced from a young age it means social media is the perfect place to target and engage Generation Alpha.

INFLUENCER MARKETING Influencer marketing is the practice of companies marketing through social media content creators or ‘influencers. Influencers are defined as people who have large audiences of followers on their social media accounts, and they leverage this to influence or persuade this following to buy certain products or services. (Kirwan, 2018) Throughout this section my essay will discuss whether influencers can be sustainable, and if they can use their platforms to promote a new way of consuming clothes; a more considered way of consuming that can combat the issue of overconsumption. In an article for Vogue regarding sustainable influencing it explains how social media platforms, for example Instagram have begun to thrive off consumer culture, the article goes on to explain that due to the easy accessibility and instant access to shopping sites and now ‘shoppable’ accounts,

consumers are easier than ever to target. Therefore, companies are choosing to spend their marketing budgets on investing in influencer marketing. Many people follow their favourite influencers due to them being authentic and transparent, authenticity is a key word in the world right now, and in the minds of Generation Alpha. Due to being so well educated and socially aware from the moment they are born, Alpha consumers place high value on brands and influencers who are authentic and real. As a generation they will not stand for brands who are not clear and transparent about their ethics and values, nor will Generation Alpha support influencers whose concepts and morals do not align with their own personal beliefs Authenticity is a crucial concept for brands to grasp by being authentic it creates deeper and more sentimental bonds between brand and consumer.

In terms of sustainable influencing, current audiences believe that to be a ‘sustainable’ influencer people must also be educators, activists, and persuaders. According to Re/Make the definition of a sustainable influencer is as follows; “The sustainable influencer is someone who participates in influencer marketing that specifically promotes products that are considered to be sustainable, ethical, and/or eco-friendly.”

easily influenced is that they may take the information they see and read on social media as fact, taking things at face value and not reading deeper into the information they are retaining. This can cause issues when influencers are not transparent. If an influencer promotes a brand they say is ‘sustainable’ most likely their followers will believe this, however studies have shown that not all brands that label themselves as sustainable are.

A problem that can arise when influencers are promoting sustainable fashion is greenwashing. Greenwashing is used to describe the “practice of companies launching adverts, campaigns, products etc. under the pretence that they are environmentally beneficial, often in contradiction to their environmental and sustainability record in general.” (Kerrison, 2020)

Examples of greenwashing include when brands make false claims regarding their sustainability efforts, give false information regarding their supply chain, or present themselves as a sustainable brand without having the transparency and information to back up their statements.

When brands are purposely misleading consumers by fabricating their sustainability efforts. The problem with Alpha being

For example, a report by the changing markets foundation discovered that some of the UK and Europe’s biggest brands, including ASOS, Uniqlo and Zara are marketing their sustainability efforts in misleading and unsupported ways.

“Across all these brands, 39% of products assessed came with sustainability-related claims such as “recycled”, “eco”, “low-impact” or simply “sustainable”. The Foundation assessed whether these claims stood up against the Competition and Markets Authority’s (CMA) new guidelines on avoiding greenwashing; 59% did not.” (George, 2021) Due to the latter half of Generation Alpha still being yet to be born, it is also key that influencers and brands target the parents of Alpha – who most often are Millennials to ensure that they future proof the current consumers mindsets, to be conscious. These consumers will then pass on the conscious consumerism mindset to their children. If the mindset is shared through future generations, it creates a sense of hope that the people of the world will be a generation of positive consumers with strong sustainable mindsets.

INFLUENCER EXAMPLES Tolmeia Gregory is a twenty-oneyear-old sustainable fashion advocate from the UK. Her journey started when training to be a fashion designer, but she explains in her website that after watching the fashion documentary ‘The true cost’ her outlook on the fashion industry changed dramatically. Now a digital artist and climate change activist, Tolmeia uses her platforms, including an Instagram account with a following of 17.1 thousand, to share her activism endeavours and digital illustrations that highlight social, environmental, and political issues. Through collaborating with influencers such as Tolmeia,

brands can target different audiences, not just those who follow the brand, by combining different audiences and reaching a wider scope of consumers they can share positive messages to more users. Future Earth is an online platform and community made to inspire and educate people on issues surrounding the climate crisis. Their mission statement reads: “future earth is a community and online platform that seeks to inspire meaningful engagement with the climate crisis through education on social media. Our shop directly funds the research and design teams that make future earth what it is.” (Future Earth, 2021)

“My mission has always been to inspire people to become more confident in themselves and what they wear. Now, I hope to inspire people to fight for their futures, for us to continue sustainably expressing ourselves in a healthy and prosperous world.” - Tolmeia Gregory. 22

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INFLUENCER EXAMPLES Co - Founded by Stephanie Shepherd, who many know as Kim Kardashians previous personal assistant, as well as chief operating officer of Kardashian West brands, Stephanie now spends her time building her own social platform, which has an impressive 1.8 million followers. Stephanie uses both her own personal platforms and Future Earth to influence and inspire the next generation on climate activism. Platforms like Future Earth are targeting the next generation and informing them of social issues in a fun and educational way. This is yet another reason why Generation Alpha are passionate about protecting their environment – because they are surrounded by influential and inspirational people who are willing to teach them what needs to be done to protect the earth. There is also responsibility from influencers which means working with brands they truly believe in and have ethical values, there is no need for

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influencers to promote multiple fast fashion brands yet claim to be sustainably minded. Brands alone cannot create a new idea of consumption; influencers will need to ensure they are promoting the correct brands with the right morals and values. Through promoting brands that create better clothing that lasts longer, the life cycle of a garment will increase, thereby reducing the number of clothing items that end up in landfill. Brands should spend time cutting ties with influencers that do not promote sustainable efforts. In the future brands should invest in finding true, dependable influencers to market their products, as having authentic brand advocates will appeal to Generation Alpha consumers. Generation Alpha have a willingness to learn that their elder generations do not possess. This intuitive trait is what marketers can tune into to create educated customers.

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ALPHA INFLUENCES A name that kept popping up whilst researching was the Youtuber ‘Ryan’s World’, Ryan Kaji aged 10 is one of the world’s highest earning YouTube stars, he has been the highest paid star for the past three years in a row. According to the guardian, “Ryan made $29.5m (£22m) from his YouTube channel Ryan’s World, as well as a further estimated $200m from Ryan’s World branded toys and clothing, including Marks & Spencer pyjamas. He also signed an undisclosed, but likely multimillion dollar, deal for his own TV series on Nickelodeon.” (Neate, 2020) In order to capture the attention of Generation Alpha consumers, luxury brands should invest into collaborating with influencers such as Ryan, this will increase their engagement of younger consumers, who tend to want to purchase items that they see their favourite social media stars own or wear.

According to Marketing Dive “more than half (55%) of children between the ages of six and 16 want to buy a product if their favourite YouTube or Instagram influencer uses or wears it” (Christie, 2019) In a blog post written for Wunderman Thompson it describes alphas need for authentic influences as the following “Generation Alpha has grown up into a world saturated with brand messages. This has made the simple authenticity native influencers offer highly appealing. But they still crave opinion” (Cox, 2019) If brands target these up-andcoming young influencers, to promote more ethical consumption it will reach the next generation of consumers, the consumers whose purchasing decisions will be impacting the planet and environment.

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PART THREE ALPHA & SUSTAINABILITY Generation Alpha are growing up among times of rapid change. From experiencing the Covid-19 pandemic during their formative years, to witnessing climate change strikes they are surrounded by serious socio-economic changes. Due to being a generation of mindful and educated individuals, alpha have an increased sense of responsibility when it comes to taking care of their environment. In a study by McCrindle, it states that due to Generation Alpha understanding how important it is to take care of the environment, “81% of their parents say their Generation Alpha children have influenced their actions or consumption decisions, making them more environmentally aware.” (McCrindle, 2021) For Generation Alpha sustainability is no longer a choice but a conscious decision that must be made to keep the environment they live in liveable. Instead of sustainability being a decision it is now a lifestyle. The Covid-19 Pandemic has been a hugely impactful event in the formative years of the eldest Generation Alpha members lives. The uncertainty and worry surrounding the pandemic has caused an increase in anxiety within Alpha consumers and their peers. Some would argue that by becoming conscious consumers, and working towards improving the environment the live in, alpha can battle the frustration caused by the pandemic and climate change.

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SLOW FASHION Research demonstrates that the fashion industry is one of the top five polluting industries, with current fashion production making up for around 10% of the worlds carbon emissions. One of the main culprits of this is the fast fashion industry. According to The Eco Experts “Fast fashion refers to clothing made from cheap material – often containing microplastics. On top of this, the clothing is usually manufactured in Asian countries, where most factories run on coal and gas.” (Howell, 2021) As explained by a research study conducted by the United Nations in 2018 published by Food Tank, it states that the Copenhagen Fashion Summit reported that fashion is responsible for 92 million tons of solid waste dumped in landfills each year. (Dory, 2018) In order to protect both themselves and the environment in the future, Generation Alpha must make more well-informed fashion choices, buy being taught about the slow fashion movement by their favourite influencers they can become more mindful consumers. The slow fashion movement is an approach to fashion where consideration and value are of heavy importance, it is a

different approach to consuming, where focus is placed on ethically made clothing and sustainable practices. As written by the blog ‘Good on you’ - “slow fashion encompasses an awareness and approach to fashion that considers the processes and resources required to make clothing. It advocates for buying betterquality garments that will last longer, and values fair treatment of people, animals, and the planet along the way.” (Kerrison, 2020) Many people within the fashion industry are championing the slow fashion business model, utilising the idea of creating high quality, made to last garments which will have a longer lifespan, meaning they remain in the fashion cycle for longer, therefore reducing the number of clothing items that end up in landfill each year. The “buy less buy better” mindset is becoming ever more popular, especially within younger consumers, who advocate for reselling, upcycling, and reworking clothing. By focusing energy on consuming items that are necessary, rather than purchasing into micro-trends and fads, consumers can be more responsible.

PRIMARY RESEARCH - QUESTIONNAIRE To gain a deeper understanding into how current Alpha children are consuming, a primary research survey was created, the survey was sent to parents of Generation Alpha. To collect data and insight into the minds of the next generation of consumer one of the questions asked was, “At what age do you believe your child understood modern technology/ how to use it?” The answers ranged between 5-8 years old, meaning parents believe their children have a thorough understanding of technology from a very young age, this supports the idea that Generation Alpha are tech savvy, digital natives. To coincide with the previous question, the survey also asked “Do you consider your child to be fluent in using modern technology? e.g., do they know how to use computers, iPads etc” It came as no surprise that every answer to this question was Yes. Further supporting the idea that Generation Alpha are a generation like no other, they teach themselves how to use modern technology and have not known a life without it.

Another question within the survey was “Do you follow any you-tubers / social media personalities? - these are people like Ryan’s World on YouTube”. The purpose of this question was to discover if Generation alpha are aware of the title of ‘influencer’ and ‘social media personality’ – to discover if they follow these people because they enjoy their content or because they are inspired by them and what they own, to make purchasing decisions. Similarity to the previous question, all entries answered ‘yes’, this highlights the point that Generation Alpha are constantly consuming media. They follow social media stars from a young age, some of whom are also within the Generation Alpha category. The results demonstrated that all respondents had heard of at least one child “influencer”. Alongside finding information regarding Alpha consumer habits, the survey was also created to discover Generation Alpha’s fashion habits, such as whether they dress themselves, and whether they have and preferences when it comes to what they wear.

The question “Do you believe you child has preferences with the clothes they wear daily? Are they fashion conscious?” 75% of responses agreed that their children have clothing preferences, with 25% saying ‘maybe’’. This supports the notion that from a young age, children are becoming increasingly aware of the clothing they choose to wear, perhaps because of what they see the people they follow wearing. Overall, this survey was beneficial to the essay, it provided the author with primary data to support their argument. Survey Description and Disclaimer Generation Alpha Consumer Habits For my current module at university, I am researching into Generation Alpha, and how they will purchase into the luxury fashion market in the future when they can make their own purchasing decisions. The purpose of this survey is to gather primary data regarding the consumer habits and key influences of Generation Alpha consumers. Generation Alpha are described as individuals born between 2010 - 2025. Section 1 - Questions for children Section 2 - Questions for parents Disclaimer *all answers will remain anonymous, and data will only be used for education and data collection purposes*

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CONCLUSION To conclude this essay, it is apparent that overconsumption within the fashion industry is a major driver in the climate change disaster, to combat this issue, brands should work with influencers to target the next generation of consumers to educate them on conscious consumerism and slow fashion. To answer the question: How are today’s social media influencers influencing tomorrow’s consumer - Generation Alpha? Influencers and social media stars have huge influence on the young consumers of today, who will in turn be the fashion industry’s future consumers. Within the next 10 years the eldest members of Generation Alpha will be entering their late teens / early twenties and will have the disposable income to fully make their own purchasing decisions, therefore brands should spend these years forming and developing important brand – consumer relationships with Alpha consumers.

By forming strong connections with sustainable influencers and promoting sustainable ways of consuming fashion it will be a way to market products and educate at the same time. If brands nurture these relationships with Generation Alpha, they can help raise a new generation of Thoughtful, knowledgeable consumer. Generation Alpha value a sense of meaning and community, by creating spaces within brands where Alpha’s feel a sense of belonging alongside peers with the same mindsets as them it supports the idea that together, Generation Alpha consumers can make a difference.

REFERENCES Buffer. (2019). What is Social Media Marketing? What Is Social Media Marketing? https://buffer.com/social-media-marketing Christie, D. (2019, September 18). 55% of Gen Alpha want to buy what their favourite YouTube, Instagram influencers wear. Marketing Dive. https://www.marketingdive.com/news/55-ofgen-alpha-want-to-buy-what-their-favorite-youtube-instagraminfluen/563158/ Cox, C. (2019). Under the influence: What drives Generation Alpha to spend? Wunderman Thompson. https://www.wundermanthompson.com/ insight/what-drives-generation-alpha-to-spend Dory, K. (2018, June 27). Why fast fashion needs to slow down [Blogpost]. UNEP. http://www.unep.org/news-and-stories/blogpost/ why-fast-fashion-needs-slow-down Future Earth. (2021). About. Future Earth Catalog. https:// futureearthcatalog.com/pages/about-us George, S. (2021, June 30). Report: 60% of sustainability claims by fashion giants are greenwashing. Edie.Net. https://www.edie. net/news/7/Report--60--of-sustainability-claims-by-fashiongiants-are-greenwashing/ Hill, M. (2018, November 9). What Is Slow Fashion? Good On You. https://goodonyou.eco/what-is-slow-fashion/ Howell, B. (2021, August 27). Top 7 Most Polluting Industries. The Eco Experts. https://www.theecoexperts.co.uk/blog/top-7most-polluting-industries

Kerrison, E. (2020, February 19). What is greenwashing? Ethical Consumer. https://www.ethicalconsumer.org/transport-travel/whatgreenwashing Kirwan, D. (2018, August). Council Post: Are Social Media Influencers Worth the Investment? Forbes. https://www.forbes.com/sites/ forbesagencycouncil/2018/08/21/are-social-media-influencers-worth-theinvestment/ McCrindle, M. (2021, August 19). The future of sustainability for Gen Alpha. McCrindle. https://mccrindle.com.au/insights/blog/the-future-ofsustainability-for-gen-alpha/ McCrindle, M., & Fell, A. (2021). Understanding Generation Alpha. Hachette UK. file:///Users/milliewright/Downloads/UnderstandingGeneration-Alpha-McCrindle.pdf Neate, R. (2020, December 18). Ryan Kaji, 9, earns $29.5m as this year’s highest-paid YouTuber. The Guardian. https://www.theguardian.com/ technology/2020/dec/18/ryan-kaji-9-earns-30m-as-this-years-highest-paidyoutuber Statista. (2021, September 10). Number of social media users 2025. Statista. https://www.statista.com/statistics/278414/number-of-worldwide-socialnetwork-users/

IMAGE REFERENCES Figure 1. Saying Kids (2021) Birdie all over sweatshirt [Photograph] SayingKids, USA. https://sayingskids.com/products/bobo-choses-birdie-all-oversweatshirt Figure 2. Campri, L (2019) Stella McCartney Kids [Photograph] StellaMcartney.com, UK, https://www.stellamccartney.com/us/en/stellas-world/keeping-our-worldgreen-with-stella-kids.html Figure 3. Kardashian, K (2018) North West [photograph] @KimKardashian Instagram, USA https://www.instagram.com/kimkardashian/ https://pagesix.com/2018/12/03/north-west-channels-selena-gomez-inlime-green-outfit/ Figure 4. Gregory, T (2021) Tolmeia Gregory-web-profile [Photograph] TolmeiaGregory.com, England, UK. https://www.tolmeiagregory.com/ Figure 5. Shepherd, S (2021) Future Earth Screen-print Tees [Photograph] Future Earth, California USA. https://futureearthcatalog. com/ Figure 6. Associated Press entertainment staff (2019) Ryan’s World Family [screenshot] Cleveland.com, USA. https://www.cleveland.com/entertainment/2018/10/7-year-old_ryans_ world_youtube.html

Figure 7. Kaji, R (2017) Meet Ryan [Photograph] Ryans.world, USA. https://ryans.world/about/ Figure 8. Oyster, B (2021) Ryan Kaji - How Ryan Kaji Became the Most Popular 10-Year-Old in the World [photograph] Time Magazine, USA https://time.com/6116624/ryan-kaji-youtube/ Figure 9. McCartney, S (2020) Stella McCartney Kids [Photograph] StellaMcartney.com, UK, https://www.stellamccartney.com/us/en/stellas-world/keeping-our-worldgreen-with-stella-kids.html Figure 10. Honda, S, (2017) Clothing Landfill [Photograph] The Guardian – Getty Images, UK https://www.theguardian.com/fashion/2017/dec/06/landfill-becomes-thelatest-fashion-victim-in-australias-throwaway-clothes-culture Figure 11. Jacquemus (2021) Jacquemus Kids [photograph] Jacquemus Official Website, France. https://www.jacquemus.com/shop/pink/kids

AD6603 FA S H I O N F U T U R E S MILLIE WRIGHT 1906432