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American fashion house and luxury goods manufacturer established in 1968 which specialises in leather, lifestyle accessories, home furnishings, perfumery, watches and ready to wear luxury goods.

Headquartered in Midtown Manhattan, New York city the company was founded by Calvin Klein along with his friend Barry K. Schwartz before being sold to Phillips Van Heusen (PVH) in 2002.

Segmentation targeting and positioning in the Marketing strategy of Calvin Klein

Calvin Klein adopts a flexible segmentation strategy as it offers a wide range of products in order to cater to a wide range of customer segments which varies among companies product lines.

Making good use of the market segmentation by utilizing customer needs with the main aim of building long-lasting relationships with its customers as well as attracting new customers. Under demographic segmentation, the brand mainly targets the upper-middle-class youth and business executives. Under psychographic segmentation, it has identified those customers who live a certain lifestyle and are fashion-centric and are not price sensitive when it comes to splurging on fashion.

The target audience for the brand is mostly the youth and has been using celebrities, bloggers and influencers as the part of the campaign "My Calvins" to influence the young adults to buy their products. The target customers are men and women between the ages of 15-30, most likely not married and the audience for the "My Calvins" campaign would be the explorers and aspirers.

The brand position itself as products that are rich and quality products designed for urban youth and high-end business executives who are trendy and are stylish but prefer a minimalistic look. Celebrity endorsement is a key factor in positioning products in the market, with Justin Bieber endorsing the underwear segment, it helped to attract young girls who are interested in making their boyfriends appear just like Justin Bieber. The brand used his immeasurable popularity and has targeted a number of customers.

Marketing mix - Click here to read the Marketing mix of Calvin Klein.

SWOT analysis - Click here to read the SWOT analysis of Calvin Klein

Mission in the Marketing strategy of Abercrombie and Fitch - "Not Available"

Vision in the Marketing strategy of Calvin Klein- "Become one of the first choices of consumers".

Competitive advantage -

Presence in multiple fashion domains serves as a huge advantage for the brand which mainly offers products in the segment ready to wear fashionable clothes for men and women.

In addendum, they also offer perfumes and accessories such as watches, eyewear, shoes and jewellery for both men and women.

Major competitors for the brand includes brands like: Tommy Hilfiger, Ralph Lauren, Jockey, Hugo Boss, Donna Karen, Giorgio Armani

It remains ahead of its competitors in the terms of licenses, CK uses "licensing" to distribute products in the world. It has broadly two segments -Calvin Klein Apparel which looks after its sales of the product line in both men and women's wear providing the company a 60% of its earnings, other is Calvin Klein licensing which takes care of its licensing agreement with third parties.

BCG matrix in the Marketing strategy of Calvin Klein -

Calvin Klein as the brand when plotted on the BCG Matrix of retail industry features in the question mark segment. The reason being the pricing of other brands like Levi's, Tommy Hilfiger, US Polo, Puma etc. is economical thus is more preferred among customers. The company will have to work on its pricing and ultimately marketing strategy especially in the country like India to stay ahead of the competition.

1) Distribution in the Marketing strategy of Calvin Klein -

As the brand over the years has expanded across the geographies and distribution channels, it has simultaneously invested in developing an efficient supply chain taking care of its business needs.

With brand's capabilities for worldwide procurement along with an extensive established network of worldwide sourcing partners enabling it to deliver to its customers' needs in an efficient manner without relying on any one vendor or factory in any one country.

In the first half of 2017 through a joint venture with Arvind Limited brand made its supply chain even more dynamic and robust. This manufacturing unit in Ethiopia helps the brand to produce products at a cost advantage, which are also being sold in The United States under its heritage brand.

2) Brand equity -

With all the advisement and campaigns, the brand is perceived as a global lifestyle brand that exemplifies bold and progressive ideals with the seductive and minimalistic aesthetic.

The brand's image is kept consistent through the brands distinctive marketing identity and strategy. People with intimate, modern, iconic and classic lifestyle imagery gets attracted to the brand. The brand describes itself as the honest, authentic and genuine brand. With continuous success since 1968, the customers view CK as a reliable fashion brand which is minimalistic and classic.

The brand's unique selling point is their comfortable but sexy products using innovative fabrics of remarkable quality.

Marketing analysis in the Marketing strategy of Calvin Klein -

Recent research by HTF market Intelligence consulting Ltd. Suggests the in womenswear segment Calvin Klein would have a share of 17% behind only to Givenchy, Dolce Gabbana, Gucci and Burberry.

Both of PVH's brand Calvin Klein and Tommy Hilfiger has continued to show growth over the years and has been with the company stating that around 60% of the companies earnings coming from the foreign market.

Customer analysis of Calvin Klein

Customers of Calvin Klein mostly consist of the younger generation in particular men and women between the age of 15-40. Individuals with high relatively high disposable income and the ones more conscious about the fashion and trends constitute the major chunk of customers for the brand.

Promotion strategy of Calvin Klein

In 2015, around $320 million was spent globally in connection with the advertisement, marketing and promotion of Calvin Klein brands.

With the Kardashians and Jenners family featuring in the "MyCalvins" campaign, it created a strong message highlighting the importance of family. With Justin Bieber endorsing the underwear segment helped to attract the young customers.

With the #IAMWOMEN campaign, the brand talks about women empowerment and has introduced perfume ranges, drawing inspiration from the multifaceted identity of feminity with aspirational women around the world endorsing the brand.

It also performs direct marketing by allowing consumers to sign up to the brand's newsletter which sends them emails informing them about the brand and their promotional offers, thus ensuring consistent communication to improve the brand loyalty.

There are more than 446,029 photos on Instagram with the tag #mycalvinsand found more than 4.5 million interaction. The campaign was then displayed on billboards on prints, Ck stores etc. On the Calvin Klein website, there is a #mycalvins gallery which encourages customers to upload the photo of themselves in the social media and get a chance to be featured on their website.

The fact that the campaign has captured the desired target audience using their customers without any cost, causes it to be so successful.

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Marketing strategy of Calvin Klein - Calvin Klein Marketing strategy

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American fashion house and luxury goods manufacturer established in 1968 which specialises in leather, lifestyle accessories, home furnishings, perfumery, watches and ready to wear luxury goods. Headquartered in Midtown Manhattan, New York city the company was founded by Calvin Klein along with his friend Barry K.

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Cotton farmers

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Cotton is the world's oldest commercial crop and one of the most important fibre crops in the global textile industry.

Although world cotton production is dominated by China, India and the US, cotton is vital for the survival of many low income countries in Central and West Asia and Africa - it accounts, in value terms, for 26.4 per cent of Benin's exports and 58.7 per cent of Burkina Faso's.

Cotton farmers in developing countries, including leading producers like India and China, live in hardship. As many as 100 million households are directly engaged in cotton production and an estimated 300 million people work in the cotton sector when family labour, farm labour and workers in ancillary services such as transportation, ginning, baling and storage are taken into account. For farmers, the challenges range from the impact of climate change, poor prices for seed cotton, through to competition from highly subsidised producers in rich countries and poor terms of trade. In particular, government subsidies for cotton farmers in rich countries, particularly the US, create a market with artificially low prices that small-scale farmers are unable to compete in.

How is Fairtrade making things better?

Fairtrade cotton was launched to put the spotlight on these farmers who are often left invisible, neglected and poor at the end of a long and complex cotton supply chain. Through tools like the Fairtrade Minimum Price and an additional Fairtrade Premium and stronger, more democratic organisations, Fairtrade has sought to provide these farmers with an alternative route to trade and higher, more stable incomes. The Fairtrade Cotton Briefing provides a detailed overview of the cotton industry and its challenges, and explores why Fairtrade is needed and what it can achieve. Fairtrade helps businesses to source Fairtrade Cotton thus providing traceability of where their cotton comes from and also transparency within their supply chains. Businesses can source Fairtrade cotton in two ways: the classic Fairtrade certified Cotton model and the Fairtrade Sourced Cotton (mass balance model).

Find out more about the Fairtrade Sourced Cotton Model.

Read more about problems faced by the global cotton industry and how Fairtrade is making a difference.

The Story of Fairtrade Cotton

Watch our video, which shines a light on the dark side of the fashion industry and aims to show how we can play our part in improving the lives of garment workers.

Fairtrade has developed the Textile Standard that focuses on working conditions, living wages and workers' rights in the textile industry. The standard is a step towards implementing a comprehensive Fairtrade Textile Programme to change textile supply chains and related business practices. This works alongside our Fairtrade cotton sourcing models to ensure we reach workers in every step of the textile supply chain. Find out more about the Fairtrade Textile Standard.

Where to Buy Fairtrade Cotton

Buying clothes made with Fairtrade cotton means we can help low paid cotton farmers around the world.

Find out where to buy Fairtrade Cotton

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Cotton is the world's oldest commercial crop and one of the most important fibre crops in the global textile industry. Although world cotton production is dominated by China, India and the US, cotton is vital for the survival of many low income countries in Central and West Asia and Africa - it accounts, in value terms, for 26.4 per cent of Benin's exports and 58.7 per cent of Burkina Faso's.

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The fashion industry is notorious for its massive waste problem; the big business is frequently called out for being one of the largest polluters globally. According to , nearly three-fifths of all clothing ends up in incinerators or landfills within a year of being produced. Beyond this, the Environmental Protection Agency found in 2013 that there were 15.1 million tons of textile waste, of which 12.8 million were discarded completely, while the average American throws away 70 pounds of clothing and other textiles each year. For many consumers, these alarming numbers are only really just starting to sink in, but much of the fashion industry is still several years away from solving these issues.

Cécile Poignant, a trend forecaster who works alongside Li Edelkoort, says that as our collective awareness of the negative impacts of the fashion industry grows, it is causing more brands to find new solutions. "We no longer have a choice - brands must [get on board] if they want to keep their customers because it's not only trendy but it's necessary," she affirms.

Although conversations regarding the serious impacts of climate change and the urgent need for more sustainable systems have been steadily growing among mainstream brands, a batch of smaller, emerging labels have recently been employing the upcycling process in new ways, sparking a trend that's gaining serious momentum. With this, Poignant says that beyond wanting to buy stuff that doesn't make a person feel guilty, more consumers are showing a desire for alternative, creative fashion that is made in limited numbers. The rise of these upcycled garments not only contribute to sustainable shopping as a whole, but also serve as art pieces, cultural commentary and a sense of connection.

Femail is one such brand making clothing items that blur the lines between fashion design and textile art. For co-founders Camilla Carper and Janelle Abbott, upcycling is just one of the many artistic tools they use to respond creatively to the world around them. Living in two separate cities on the West Coast, they call their production process "reactive collaboration," in which one collaborator begins creating an item with discarded garments by hand and then sends the work in progress to the second person through the postal service. The process is ongoing - akin to a fashion design team sending sketches or specs back and forth over email - until they feel an item is completely finished.

For the duo, upcycling is a deeply personal pursuit: While the world continues to accumulate wasted textiles, Abbott believes it doesn't make sense to achieve their vision by seeking out new materials. "Both Camilla and I have expressed the fact that we see no other option in life. It's the obvious choice to use what's available for us," she says. "We both naturally reach towards what we have in our closets, in thrift stores, literally on the street or items people have given us."

By focusing on filling voids instead of adding more waste to the world, Femail promotes the notion that clothing should be produced by giving old items a new life so that it doesn't end up in a landfill. Like many labels today, each collection has a deeper message, but Femail takes their practice one step further by building out full installations where their garments can live and be shown on display. An item created last year, for example, features a collar from Abbott's grandmother who had recently passed away, as well as a pair of child-sized leggings that were turned into sleeves and other miscellaneous scraps. The work was shown as part of an installation at the Bellevue Arts Museum, in which clothing items were suspended from the ceiling to represent the connection of death and rebirth, and "how we are constantly compiling scraps of the past to construct the future," says Abbott.

Los Angeles-based creative Annabelle Plee spends time scouring local thrift stores for used T-shirts that she then paints with dye, experimenting with different color combinations and artistic, grid-like patterns. She also takes commissions, creating custom designs on a client's pair of old pants or a jacket. Isa Beniston, who's also based in LA, founded Gentle Thrills, a brand that makes and sells "wearable drawings" or artistic garments made from upcycled cashmere, wool sweaters and scraps. Some of her one-off neon, airbrushed pieces are made from vintage Levi's jeans.

There's an element of upcycling to 24-year-old Nicola Luey's custom designs; the Auckland, New Zealand-based designer paints on secondhand denim and adds embellishments, such as beads, sequins and pom poms. Each piece is a one-of-a-kind garment that is given a totally original design. Think scribbles of girls rocking out on guitars, words written in big bubble letters, pastel-toned ice cream cones and lots of rainbows. There's a refreshing sweetness and vibrancy to her wearables, which make them stand out against the current denim market that's largely saturated with more basic, minimalistic designs.

Don Kaka, who first launched his collection in New York but is now based in LA, approaches clothes like an artist. "I consider each piece a painting because they are one-of-ones that I do whatever I want with," he says. This often includes non-uniform stitching, unique cuts and different blends of fabrics. Kaka recently turned an old fireproof military blanket into a hoodie and combined a pair of used suede women's boots and a leather belt to make a messenger bag. Often, once he finishes a jacket or hoodie, he will immediately get sick of the way it looks and upcycle the item into something entirely new, making his creative practice a constant process of undoing and redoing.

While some of these brands use social selling platforms, such as Instagram and Etsy, to promote and move their products, Café Forgot is a new kind of retail concept that sells Femail and other comparable designers known to recycle old items and turn them into conceptual fashion pieces. Founded by best friends Vita Haas and Lucy Weisner, Café Forgot operates as an occasional pop-up shop that most recently resided within art book store Picture Room in Brooklyn, as well as additional vacant retail spaces across New York City.

Haas and Weisner were inspired to launch the retail business in 2017 as a way to support their friends who were making clothes and accessories but did not have a physical outlet for their work. "Our goal was to create a dynamic space to show and share truly interesting fashion and to hold special events to introduce these designers to a wider community," explained the duo over email. Café Forgot carries designers who re-work already-made clothing, some of which don't come from a traditional fashion background, including Kira Scerbin, Molly Rose Lieberman and Lou Dallas, who incorporate second-hand garments into canvases for their paintings and embroidery artwork.

For many of Café Forgot's designers, upcycling serves as a form of cultural critique. Martina Cox takes thrifted housewife dresses and turns them into what she calls "window dresses" - garments that have a panel of clear plastic smack dab over the breast with small, movable curtains or miniature flower boxes. Because of the nature of the original garment, says Haas and Weisner, Cox's pieces are comments on the constraints of femininity in our culture.

The duo also believes that discussions around sustainability should extend beyond merely physical materials. For this reason, they see Café Forgot as an exercise in community-building, providing an experimental and open space where they invest their energy in supporting a collective of sustainable designers who not only support each other, but thrive through intimate and lasting relationships. In the past, Haas and Weisner hosted a music performance, a comedy night, a temporary wine bar and produced a high-quality book of photoshoots via Café Forgot. While they say their growth is largely due to their internet presence (and likely that of the brands they sell), they hope to launch their own brand one day and find a permanent space.

According to Dio Kurzawa, the Head of Denim and Sustainability at WGSN, the rise of upcycling among these new designers and businesses is likely due to "a youth-driven consortium within the fashion industry, [which] is quite poised to support brands that create things in a positive way." With this, the process works well for younger, smaller brands who find it easy to buy deadstock or vintage garments for the purpose of upcycling in place of expensive fabrics that often require minimum orders, claims Kurzawa. Moreover, a smaller-scale brand with upcycling baked into its DNA means it's easier to maintain and less expensive to produce, unlike bigger brands who may have trouble adopting these processes due to the traditional setup of their supply chain.

This uptick in younger sustainably minded brands could possibly stem from design schools, too, such as Parsons School of Design and Savannah College of Art and Design, which have been adding more sustainability-focused courses into their curriculums, training their students to adopt new ways of thinking about fashion systems. In April 2017, Brendan McCarthy, the Program Director, of the BFA Fashion Design: Systems and Materiality at Parsons, told , "At Parsons, we really want our approach to sustainability to be holistic - we don't want sustainable design to be just a niche subject you can study, but a part of fashion as a whole." Sustainability isn't just about materials or processes. Instead, the school's program teaches young designers to think critically about how fashion is made and consumed, and to reconsider both its processes and outcomes.

Though, it's not just the process of upcycling that appeals to younger customers who mostly care about their environmental impact, it's also about the look and feel of upcycling, as well as a newfound connection to the clothing and the people making them. While many of these fashion brands use older garments and materials to make new items, they're not only fostering a movement that is eco-friendly, but also one in which reinvented clothing appeals to younger generations simply because they look cool.

While the idea of wearable art, or art made from fashion, isn't totally new (for instance, artists Keith Haring and Joseph Beuys used clothing items to make cultural commentary), when customers buy one of these emerging designers' items, they are essentially buying an art piece that's one of a kind. In this way, upcycling fashion is bringing a sense of specialness back to clothing that has long been lost among fast fashion and mass-market brands.
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What's Behind the Rise of Upcycled Garments?

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The fashion industry is notorious for its massive waste problem; the big business is frequently called out for being one of the largest polluters globally. According to , nearly three-fifths of all clothing ends up in incinerators or landfills within a year of being produced.

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Sustainable demin collection

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When Pharrell Williams became co-owner of G-Star Raw in February, he certainly wasn't the first celebrity to get really cozy with a fashion brand in some high-level, partial-ownership capacity. But the always-fashionable, multi-hyphenate superstar's role - he's technically co-owner and head of imagination at the Dutch denim brand - comes off as pretty legit. Williams has been involved with the company for three years, and not just as a campaign face: He specifically got in involved with, and helped launch, the company's sustainability-focused line, Raw For The Oceans. Refinery29 was recently invited to tour G-Star Raw's sleek, Rem Koolhaas-designed Amsterdam HQ (a.k.a. the "Raw Factory") along with Williams. There were also surprise celeb cameos on the tour: Williams' pals, Miguel and A$AP Rocky. The duo seemed just as jazzed to be there as we were during the lengthy walkthrough of the company's 35,000-piece-strong archives, denim design studio, and research lab. (A$AP Rocky was especially effusive, punctuating various legs of the tour with, "That's dope!") G-Star Raw first paired up with Williams and NYC-based startup Bionic Yarn in 2013. (Williams is actually the creative director and cofounder of Bionic Yarn.) "They put a very interesting proposal on the table," said Thecla Schaeffer, G-Star Raw's CMO. That proposal involving incorporating recycled ocean plastic that's integrated into Bionic Yarn's patented threads (Bionic Yarn makes various, high-tech yarn types) which are then turned into jeans.

Raw For The Oceans was born a year later. "We decided, let's do it, let's make the first jeans ever, in the world, made with recycled ocean plastic," Schaeffer says. "We had a radically short research period - it's not like you get a nice, clean package of plastic bottles; we had huge containers [of ocean debris], filled with Barbie heads and lighters, and we had to figure out how to turn that into jeans." There is a fairly B.S.-free factor to how the brand lauds (or, really, doesn't make much mention of) its eco-minded offerings. "Here's the thing, we're not shoving it in your face - if you're wearing it, you're supporting our issue to be sustainable - [the cause] in the clothes," Williams told Refinery29 amid a couple photo ops in a massive denim tepee that he designed. "We think the best billboards for people aren't the ones up in the air, because those get changed out. It's the ones you're going to keep for a long time: You keep your denim. Even when you're not thinking about it, when they're hanging in your closet, that's a statement right there in your closet." Since Raw For The Oceans launched two years ago, there have been four collections, which have been comprised of approximately 10 tons of plastic per collection. Last year, the brand used an estimated two million plastic bottles and 1,000 tons of plastic debris in its products. "Companies don't want to make virgin polyester anymore, because that contributes to the carbon footprint. What we'd rather do [at G-Star Raw] is sustain what we have," Williams explained. "Instead of using virgin polyester, which is a form of plastic, we just use recycled plastic that's been around the block a few times, ya know what I mean? It's much better."

The brand now wants to expand the sustainable aspects to its entire collection, instead of keeping it relegated to a special capsule line. "It's been great, but it's not good enough yet...we have to take the next step: We're integrating Bionic Yarn in our main collection," Schaeffer said. If all goes to plan, the innovative technology will be used in all of G-Star Raw's products by the end of 2016. "This smart, sustainable [Bionic Yarn] material therefore replaces traditional, virgin polyester in all of G-Star Raw's pieces - it's a continuous process of 'better,' and we try to be super transparent about it." she says. G-Star Raw's sustainability ambitions aren't broader than recycled ocean plastic: "Cotton is quite a difficult material to work with, because it uses a lot of water and pesticides, so we're always looking for replacements," Schaeffer says. "We have looked into using the stinging nettle plant as a replacement, and also closed-loop development, which basically means your jeans never become trash." As for how other denim brands (and the fashion industry in general) are chalking up in terms of sustainable initiatives, Williams doesn't really want to view things competitively. "We're not saying we're better than anyone else," Williams says. "We're actually welcoming the other brands, not only to use Bionic Yarn, but to be cognisant of what we're doing."

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Is Pharrell The Most Sustainability-Minded Celeb In Fashion?

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When Pharrell Williams became co-owner of G-Star Raw in February, he certainly wasn't the first celebrity to get really cozy with a fashion brand in some high-level, partial-ownership capacity. But the always-fashionable, multi-hyphenate superstar's role - he's technically co-owner and head of imagination at the Dutch denim brand - comes off as pretty legit.

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vegan

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American actor, Zac Efron, has revealed he is currently eating a " purely vegan" diet, in a recent interview with Teen Vogue.

Efron chatted with the magazine on Monday about his grooming habits, his fitness regime, and his diet.
"I've been experimenting with eating purely vegan," Efron explained. "That's completely changed the way that my body works, and the way that I metabolize food, the way it turns into energy, the way that I sleep. It's been brilliant. It's been great for my exercise, and great for my routine."

The star says he has been taking better care of his body, in a bid to stay as healthy and strong as he can for as long as possible. "I think that I want to be able to do what I'm capable of now when I'm 50, 60, 70 years old - like my great-grandfather," he added.

Efron is not the first celebrity to turn to a vegan diet for health reasons. Former Black Eyed Peas frontman, will.i.am, revealed at the beginning of 2018 that he too has switched to a vegan diet. The singer was told by his doctor that he was suffering from both high blood pressure and high cholesterol, following the diagnosis, he cut all meat and dairy from his diet. "After we finished filming in December I went home, I became vegan, I biked to work and I lost 15Ib," will.i.am explained.

Rap artist, Remy Ma, has also credited a meat-free diet for helping her get into shape. "First, I did a juicing thing and cleansed everything, and then I stopped eating meat," Ma explained to talk show host Wendy Williams in February. Williams was visibly taken aback by the celeb's healthy glow. "You look stunning!" The host enthused.

Singer/songwriter Drake also made major headlines recently when he announced on the gaming site Twitch that he no longer eats meat.
Image Credit: Zac Efron /Wikimedia Commons

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Zac Efron Is Eating Purely Vegan and Says it's 'Brilliant'

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American actor, Zac Efron, has revealed he is currently eating a " purely vegan" diet, in a recent interview with Teen Vogue. Efron chatted with the magazine on Monday about his grooming habits, his fitness regime, and his diet. "I've been experimenting with eating purely vegan," Efron explained.

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vegan

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Liam Hemsworth decided to go vegan back in May of 2015 and has cited his "Hunger Games" co-star Woody Harrelson as inspiration for the diet.

His diet is simple and mostly consists of a lot of salads, rice and beans.

With his unbelievably good looks, there really isn't a better poster boy for veganism than Liam Hemsworth. That's right; the Aussie actor's insane body is entirely fueled by plants-not a steak to be found. While there are many reasons to go vegan, Liam Hemsworth is vegan for his own health, as well as for animal welfare purposes. I mean, honestly, just when you thought the man couldn't get anymore attractive.

First Steps

Liam made the decision to go vegan in May, 2015. After he went for a blood-diet analysis, a nutritionist told the star to eat more red meat, which Liam wasn't down for. "The more red meat I ate," he admitted, "the worse I felt." It's okay, Liam. Too many burgers is a bad idea, anyways.

Inspirations

Liam has cited his "Hunger Games"co-star Woody Harrelson as an inspiration for his vegan diet. While Woody plays a drunken mentor in the film, the actor is careful with his health IRL. When Liam got the flu during their press tour, Woody advised him to eat more "raw vegetables" which had Liam feeling better in no time. Of course, it helps that Liam's fiancée Miley Cyrus is vegan too. The duo are often spotted at vegan restaurants, such as Crossroads in L.A.

What He Eats

Liam keeps things simple by eating a lot of beans, rice, and salads. His go-to smoothieis filled with nutritious foods like spinach, berries, almond butter, and protein powder, which he blends up a few times a day. That's not to say that Liam doesn't enjoy the occasional indulgence, though; this picture of Liam chowing down on a veggie burger in 2015 almost blew up the internet. One fan even commented "I wish I were the hamburger." I totally get where you're coming from, girl. There's a reason that PETA named Liam 2016's sexiest vegan.

Challenges

Facebook

Being vegan doesn't mean that you have to participate in the Hunger Games. Liam says that he has no issues getting proteinas a vegan, and that he feels "nothing but positive, mentally and physically." However, Liam has cheated oncein his first few weeks of being vegan after he was confronted with his guilty pleasure: a slice of New York cheese pizza. Honestly, I don't blame ya, Liam. Pizza makes the world go round.

Final Thoughts

All in all, my love for the star has only grown upon finding out that Liam Hemsworth is vegan. From convincing his brother Chris to eat a more plant-based dietto spreading the vegan love on Insta, it's clear that Liam is passionate about adopting a vegan lifestyle. And honestly, if it means Liam keeps posting adorable photos with furry friends, then nobody should be complaining. Kudos to you, Liam.

Thinking about going vegan like Liam? Check out this articleto find out how you can get started, or check out my experience trying out a vegan diet for 21 days here.

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Liam Hemsworth decided to go vegan back in May of 2015 and has cited his "Hunger Games" co-star Woody Harrelson as inspiration for the diet. His diet is simple and mostly consists of a lot of salads, rice and beans. With his unbelievably good looks, there really isn't a better poster boy for veganism than Liam Hemsworth.

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As head of imagination (AKA the best title ever) Pharrell's job is to bring the best talent to denim label G-Star Raw. Since he joined in 2014, sustainability has been his number one objective, helping to create the first pair of jeans with no water waste just last month.

Now, the musician and designer has enlisted Jaden Smith to create his own sustainable collection for the label. Announced on Pharrell's Instagram account, he said: "His commitment to the environment is such an inspiration." Sustainability is a topic the 19-year-old is obviously passionate about. Last year, he launched Just Water with his father, Will Smith, a company that manufactures eco-friendly bottled water.

While Smith hasn't branched into design before, he is no stranger to fashion. As well as making appearances at the Met Ball (including that time he brought his chopped dreadlocks as a date), he has also starred in Louis Vuitton's SS16 and AW17 campaigns.

In the teaser film for the collection, we see Smith in a design studio, talking about why he wanted to work on the collection, and, more importantly, why sustainability is so important. "Things are changing in the world, and we need to change with it for the better," he says.

Full details about the collection will be announced later this year when it debuts.
Watch the film below:

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Pharrell enlists Jaden Smith to create a sustainable denim line

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As head of imagination (AKA the best title ever) Pharrell's job is to bring the best talent to denim label G-Star Raw. Since he joined in 2014, sustainability has been his number one objective, helping to create the first pair of jeans with no water waste just last month.

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What does Generation Z think about UX? These days, it's not an uncommon sight to see young kids flaunting the latest new Iphone, or to see wee babes playing casually on ipads. Some adolescents will even say, " Facebook is for old people. Everyone uses Instagram."

This group of technological virtuosi can go by the name of , , or perhaps more fitting, Digital Natives . They are the first generation born into a world in which the immersive experience, the Internet of Things, bitcoin economics, and Instagram are as natural as the rising sun. They have never known the joys of dial-up modems, landlines, or Polaroid; and barring a major cataclysm, never will.

The children labeled as Gen Z are born within an elusive date range, some saying it starts after 2001, others saying after 1995. What is clear, however, is that this generation will be the leading consumers of technology for many years to come. Reports say that they will soon make up over 40% of the market, and will only grow from there.

CONNOISSEURS OF USER EXPERIENCE

This generation is far more adapted to evolving technology than its predecessors, and have developed tastes to match. They expect a rich visual experience because they were born using glossy touch screen platforms with seamless multitasking. They expect interactive, well-conceived platforms, blending numerous visual mediums, that flow from one device to another with ease.

Innovations that their predecessors marveled at, and sometimes struggled with, have become the standard for Gen Z. Catering to a market that has such high expectations can seem intimidating. How does a company adapt to the rapidly evolving tastes and interests of Gen Z, and their expectations for their own user experiences?

THE "Z" MIND

The first step in understanding this generation is to dissect the basic concepts of what Gen Z finds appealing about certain platforms, and how businesses can adapt to these tastes.

A Gen Z user usually favors the following features:

8 seconds: The information needs to be digestible in 8 seconds or less

Visual Oriented & Multiplatform

is a great example of what this generation is looking for in terms of user experience. Using this as a case study, let's go over these features, in order to get into the mind of our Gen Z subject.

The 8 Second Rule

This generation has an eight-second attention span. They are able to parse data quickly, judging whether content is useful and relevant to them in even less time than millenials . That gives them a general unwillingness to read anything resembling a wall of text. If there is text, it has to look like there isn't much. But at the same time, it can't look like some spartan, 70's sci-fi living room. The content for UX should be visually appealing and properly balanced on the page.

Simple and Balanced

Buzzfeed has perfected this form of simplicity without alienating it's audience. A Gen Z user could be repulsed if they felt that content was being dumbed down for them, yet they favor brevity and directness. How does Buzzfeed manage to balance the UX content that neither dumbs things down, but is fast and easy to consume?

One word: Organization.

It all comes down to how Buzzfeed organizes their content. Starting with their homepage, the user is met with a massive selection of articles. There are quizzes, reviews, comedic shorts, and news articles about pressing issues. With its wide array of genres, Buzzfeed can catch the eye of the wandering Digital Native, by hitting on whatever mood they might be in.

Bite-sizing

The majority of Buzzfeed's articles are extremely short-between 250 and 500 words. But even articles with heavier news content, are condensed into something short and to the point. Longer articles are broken up into sections with pictures, videos, or gifs to reorient the reader. That way even longer articles become 8-10 second digestible chunks.

Lists and Quizzes

The most popular formats for Buzzfeed articles are lists and quizzes.

Quizzes, with a range of between 7 and 10 questions, work for brevity. When one quiz is done, the user can quickly move to the next addictive quiz just by scrolling.

Lists are perhaps the most effective form of articles on Buzzfeed. They span from listing products to lifestyle tips, to pop culture controversy. Each item on the list is oriented by an image. With a bolded title, a list of items oriented by an image, and a few sentences providing details on why it was ranked the way it was, the user immediately sees the value without having to do any work. Though this lack of active engagement may deter some users, comments and reviews give users the chance to voice their opinions, either sharing, commenting, disagreeing or just giving simple feedback.

Visual & Multi-Platform

The articles are highly visual, colorful, and short. They follow a pattern of minimal text broken up by visual media like a video, picture, gif, or graphics. Though not necessarily a new format in and of itself, it's effective among younger audiences because it allows for "breaks" while reading. The key to creating a more dynamic experience is to use more than just pictures-gifs, videos, charts, and other interactive material can enhance the visual impact of the page.

One thing you'll notice about Buzzfeed quizzes is that both the images and the text explain the choices. What may seem to some as redundancy is actually an integral part of UX to Gen Z consumers. Traditional quizzes using only text choices is unappealing because it comes off as a wall of text. A purely visual quiz, on the other hand, could be too cryptic, a lot of work to understand. The solution is to balance visual and text elements to relieve the burden on readers, and allow for faster processing.

Shareability

What some older generations fail to understand is that Gen Z mainly uses their devices to build connections and socialize, even with people they see on a daily basis. The platforms they use should reflect the need to share and build connections with a community.

Buzzfeed includes the ability to comment or review after each quiz or article. This can be in text or with simple stickers or votes allowing quick visual reactions or more in-depth sharing of opinion. Reviews don't just give an opinion about an article, but also allows interaction with a larger community.

Any sort of media a Gen Zer consumes must be easily shareable because they want to be able to share messages they care about, meaningless quiz results, and new products they find useful or amusing. Whatever a Gen Z user is consuming, they want to be able to easily pass it on from one person to the next. This generation responds better to a face they can interact with, as opposed to some faceless corporate identity. They want to feel like they are building a relationship with what they are doing online, as opposed to working or researching for some assignment.

NEXT GEN UX

Companies looking forward to new generations for business opportunities have to prepare their UX for the Gen Z consumer pool. UX experiences have to think about how to appeal to a new generation that will comprise of 40% of consumers. Failing at attracting this market, would mean being completely left behind.

Where to start then? First start with your website-it's more than likely that a makeover is in order. A couple of rules of thumb: it must be visually appealing, sleek, and updated. The new consumer will require it to be simple to navigate and move rapidly between pages, while still maintaining a visually appealing layout. Most importantly maybe, the homepage has to grab the person's attention within a critical eight seconds. Knowing this new generation's tastes will be vital for helping a company engage this up and coming consumer base.

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UX and Gen Z: How to Impress a Generation - WebCreek

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Generation Z grew up in technology and have expectations about what a UX experience is supposed to be. How do you fulfill their expectations.{:es}La Generación Z creció inmersa en tecnología y tiene expectativas sobre como debe ser una experiencia de UX. ¿Cómo se pueda cumplir con sus expectativas?

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5 Stats on Gen Z Spending Habits Marketers Should Know | Khoros

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Uncover key insights about Gen Z spending habits so you can tailor your marketing strategy to help your brand connect with this audience.

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Millennials are currently retailers' largest demographic, with a massive consumer base dwarfing the size of their once-dominant Generation X predecessors. And they love to shop online: during the 2016 holiday season, more than one-third of online shoppers were Millennials.

But just as Millennials overtook Gen X, there's another big buying group retailers and consumer brands need to plan for, and it's even larger: Generation Z. Born between the mid-1990s and mid-2000s, the births of U.S. Gen Zers outpaced Millennials by 3 million, hold $44 billion in buying power and are definitely a different kind of shopper.

According to a new study by the National Retail Federation and IBM's Institute for Business Value, members of Generation Z are "digital natives" who cannot remember what it was like not to have access to the Internet -- no matter when, no matter what, no matter where.

The "Uniquely Gen Z" study is based on research from more than 15,000 consumers aged 13-21 from 16 countries and looks at Gen Z's digital preferences and consumer expectations.

The study found that 74 percent of respondents spend their free time online -- five hours or more a day, for a quarter of them; 73 percent use mobile devices to text and chat socially with family and friends. But they are also looking to have engaging conversations involving brand relationships: 42 percent would participate in an online game for a campaign and 43 percent would participate in a product review.

They love collaborative engagement.

These findings present a significant challenge for retailers to create a personalized, interactive experience that constantly reflects the latest digital advances. Retailers who don't provide those experience risk falling behind. Members of Gen Z are going to shop with brands they feel they can interact with and can contribute to. While the study found they care most about product quality and availability, participation and engagement is what they really value in a long-term brand relationship.

An example of this experience is 1-800-Flowers.com. The company's "Gifts When You Need" program guides shoppers through an interactive shopping experience to help them purchase the perfect gift for an occasion. GWYN is based on IBM's recently acquired Fluid's Expert Personal Shopper software, which uses a cognitive technology system from IBM Watson to personalize the customer experience and improve product discovery.

A customer can inform GWYN that they are looking for a Christmas gift for their mother, and GWYN will follow up with a series of questions such as type of occasion and sentiment in order to ensure that the right product suggestion is given. GWYN can tailor responses to each customer by offering personalized feedback and help. As consumers continue using GWYN, the system learns more about their needs and refines the shopping experience.

Almost half of Gen Z members surveyed said the most important thing to them when shopping is the ability to find things quickly, and more than 60 percent say they will not use apps or websites that are hard to navigate or slow to load. That means retailers must use engaging technologies -- like 1-800-Flowers.com did with GWYN -- to create more interactive engagement.

With such information always at their fingertips, both Millennials and Gen Z can consistently find something different out there. That means forward-thinking retailers need to create a personalized, interactive experience if they hope to serve this "always on," mobile-focused, high-spending demographic.

Tweet this: Move over Millennials, Gen Z shoppers are here says NRF CEO Matthew Shay in new joint study with @IBMIBV @Forbes #nrf17
Matthew Shay is President and CEO of the National Retail Federation in Washington, D.C. To learn more about the new era of business, visit ibm.com/cognitive. Next week retailers from around the world will gather at the National Retail Federation Convention and Expo from Jan. 15 - 17 in New York City.

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Move Over Millennials: Generation Z Is The Retail Industry's Next Big Buying Group

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Millennials are currently retailers' largest demographic, with a massive consumer base dwarfing the size of their once-dominant Generation X predecessors. And they love to shop online: during the 2016 holiday season, more than one-third of online shoppers were Millennials.

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Gen Z, the generation born between 1997 and 2015, has never known life before the World Wide Web. Yet across the globe, 98% make purchases in a physical store some or most of the time. Two-thirds of this cohort shop at brick-and-mortar retail ( 67%) most of the time, while 22% shop online most of the time. Mobile phones or smartphones are the most important device for three-quarters of the Gen Z population worldwide. While less than half ( 48%) have used a mobile app to shop, one-quarter have used mobile phones to pay for purchases.

These are among the findings of What Do Gen Z Shoppers Really Want? , a reportbased on asurvey of 15,600 individuals between the ages of 13 and 21 in 16 countries, conducted by the IBM Institute for Business Value in collaboration with the National Retail Federation (NRF). This is the third of three reports NRF and IBM have produced based on a year-long study of the Gen Z consumer.

Time Savings And Choice Outweigh Discounts And Deals

The youngest generation of consumers wants great prices, with "access to the best deals" rated as important by 41% of respondents. However, Gen Zers place even greater value on their time, with 49% indicating thatthe "ability to find what I want quickly" is important and 36% expressing a desire for "speedy shopping and checkout."

Having choices is also key with Gen Z, with 44% deeming the "ability to decide how and where to shop" as important and 30% wanting multiple ways to pay for their purchases.

Choice emerges as the number-one factor when Gen Zers decide where to shop, with 68% indicating that a wide selection of products is important or highly important. The proximity of the retail store ( 67%) and product availability ( 66%) are almost equally critical.

Again, price - defined as discounts, coupons and rewards - ranks among the most important factors in retailer selection, as indicated by 65% of respondents. More than half of young shoppers ( 56%) said having a fun in-store experience is important.

Mobile Is Used For Comparing And Sharing

Almost half ( 47%) of Gen Zers use their smartphones while shopping at brick-and-mortar locations. When they do, they deliberately compare that store and its merchandise to the other options they know they have. Respondents said they do the following "all or most of the time":

53% check online to see if there is anything else they'd prefer to buy that is not available in the store where they are;

52% compare the price of a product they are considering with its price at other retailers; and

51% search the Web for a coupon, discount or promotion.

All or most of the time, Gen Zers will also use their mobile devices to share:

47% let family and friends know in which store they are shopping;

46% send messages and/or pictures to family and friends to ask for feedback on anything they might buy; and

25% connect with a brand or the retailer to contribute, collaborate or complain.

Whether in a store or elsewhere, most Gen Zers ( 55%) connect with brands on social media, and 39% of respondents said it was important or very important for brands to use social media to engage with them.

As they grow through their teen years, younger people develop brand affinities. While 36% of all survey respondents reported having a strong connection to a brand, among those aged 19 to 21, 46% had developed loyalty to one or more brands.

Personal Data Is A Double-Edged Sword

Having spent much of their lives engaging with social media, sharing personal information is more natural to Gen Z than to older generations. However, they also are aware of data breaches and other downsides to sharing, and they expect to benefit when they allow brands to access their information.

More than half ( 54%) of survey respondents want control over what information they share with brands and retailers, and 61% said they would feel comfortable sharing more personal information if they knew their data was being protected and stored securely.

Even though they are in their early years as consumers, 65% of Gen Zers indicated that rewards programs already are influencing where they shop, and 64% said it is important to have loyalty rewards personally tailored to them. For 59%, it is important that brands and retailers remember their birthdays.

Brands and retailers are increasingly using AI-powered messaging apps to interact directly with customers. When Gen Zers opt in to such communications, 55% rate relevant promotions as important or very important, while location-based alerts are important or very important to 45% of respondents.

Specific Steps To Engage Gen Z Consumers

The report set out a dozen recommendations for retailers, based on the data the survey yielded about the up-and-coming Gen Z generation around the globe. Here are some key concepts:

Enable Gen Zers to check product availability and choices by providing access to accurate inventory information, and demonstrate the value they are receiving for their money through transparency of prices and deals.

Interact with Gen Zers on a personal level through the channels they use to relate with their friends. Provide enhanced mobile functionality incorporating AI agents - such as chatbots or virtual assistants - that can dynamically learn from data captured in each interaction.

Leverage voice and facial recognition, and AR and VR to knit together digitally integrated shopping experiences, allowing Gen Zers to engage whenever and wherever they want.

Protect Gen Zers' data, be transparent in its usage and give them control of it. Let them choose when, how and what they wish to share. Equip all channels of engagement, particularly mobile, with clearly defined and easily accessible policies on data collection and privacy.

Give them the capabilities to satisfy their appetite for individualization. For example, provide 3D printing in-store to let them design and create one-of-a-kind items.

Adopt an agile mindset so you can nimbly adjust course, based on data, research, evolving trends and changing priorities, to effectively and efficiently connect with Gen Zers.

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47% Of Gen Zers Use Smartphones While Shopping In Stores - Retail TouchPoints

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Gen Z, the generation born between 1997 and 2015, has never known life before the World Wide Web. Yet across the globe, 98% make purchases in a physical store some or most of the time. Two-thirds of this cohort shop at brick-and-mortar retail (67%) most of the time, while 22% shop online most of the ...

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While Gen Zers feel personally responsible to make a difference and 76% believe we will have made headway on important issues in five years' time, 90% also believe companies must drive action on social and environmental issues.

Nearly nine-in-10 (87 percent) of Gen Zers are worried for the environment and the planet, according to the 2019 Porter Novelli/Cone Gen Z Purpose Study. The study, which surveyed US youth ages 14-22, examines this emerging generation's expectations of and attitudes toward company involvement in social and environmental issues - and the actions they are willing to take to positively impact topics they care about.

"The events of the past year show the steadfast determination of Generation Z to make their mark," says Porter Novelli CEO Brad MacAfee. "This research not only reinforces what we're seeing in the marketplace, but also how companies can engage this generation that is so driven to change the world for the better."

Tired of the divisive narrative that has taken over the national news, 94 percent of Generation Z believes our country needs to come together to make progress on important issues. In fact, 85 percent would rather focus on the positive progress we've made rather than the negative.

This generation feels profoundly influenced by events that have impacted them directly in recent years. 86 percent say events such as the Stoneman Douglas High School shooting in 2018 have made them care more about issues affecting them. This cohort feels they are the key to change moving forward. Nearly nine-in-10 (87 percent) percent are inspired when peers includingEmma González andGreta Thunberg take stands on issues; and just as many (88 percent) say their generation has the power to change the world for the better. And even up against increasingly insurmountable and urgent problems, Gen Zers remain hopeful - with more than three-quarters (76 percent) stating they believe in five years' time, we will have made advancement on important issues.

Looking to align with Purpose-driven companies

While they feel personally responsible to make a difference, the vast majority of Gen Zers (90 percent) follow the growing consumer trend of the past few years in believing companies must take action on social and environmental issues - and they're holding these organizations accountable: More than nine-in-10 (93 percent) say if a company makes a commitment, it should have the appropriate programs and policies in place to back up that commitment; and three-quarters (75 percent) will do research to see if a company is being honest when it takes a stand on issues.

Companies that demonstrate authentic Purpose to this astute demographic will be rewarded, as Gen Zers use Purpose as a core filter in deciding which companies to associate with. Like Millennials just before them, 83 percent of Gen Z considers a company's Purpose when deciding where to work and nearly three-quarters (72 percent) factor in a company's Purpose when shopping.

"In the ever-increasing war for budding talent, companies must understand that Purpose is a strong filter for Generation Z," says Alison DaSilva, EVP Purpose & CSR at Porter Novelli/Cone. "Gen Zers are not willing to check their values at the workplace door, so companies need to clearly communicate how they are making an impact to appeal to this driven but discerning generation."

Priority issues among Generation Z

While Generation Z feels unprecedented urgency around many pressing issues, the environment (26 percent) is the top priority that they want companies to address. This issue superseded poverty and hunger (19 percent), which led in 2017, as the one issue they want companies to solve for. Other ranked issues include:

When looking specifically at the hot-button issues of today, Gen Zers feel companies must do their part to solve a myriad of topics. Although environment is a priority, it is not exclusive: Job creation (91 percent) is at the top of the list, followed by racial equality (90 percent),sexual harassment (90 percent) andgender equality (89 percent). Other topical issues include:

Notably, the research saw a significant jump among two specific topics: The percentage of Gen Zers who saw gun control and LGBTQ+ rights as priority issues for companies to engage around both grew roughly 15 percent from 2017 (from 68 percent to 80 percent for gun control and 65 percent to 74 percent for LGBTQ+ rights).

"As a generation that sees a school shooting every twelve days on average and the rights of their LGBTQ+ friends become compromised, it's no surprise they are looking to companies to engage on and influence these issues," DaSilva says. "Gen Zers are seeing the impact of many of these issues first-hand, and they are determined to change the course."

Taking action for impact

Generation Z does not expect companies to go it alone; they're willing to roll up their sleeves and participate. Around three-quarters of Gen Zers stand ready to support companies that care in a variety of ways, including: sharing their positive opinion about a company doing good (85 percent), buying a product with a social or environmental benefit (84 percent) and learning what they can do to make a difference (84 percent). Engagement spans both on- and offline actions:

Sign a petition (82 percent)

Boycott/refuse to buy from a company (77 percent)

Research if a company is helping or hurting society or the environment (77 percent)

Share social or environmental information with social networks (77 percent)

Take an online action to trigger a donation (76 percent)

Social media as a change driver

As truly digital natives, Generation Z uses social media not only to learn about issues, but to make a meaningful difference. 91 percent say they use social media to learn about and participate in issues they care about. They feel so well-informed, in fact, that more than three-quarters (77 percent) say they know more about important issues than their parents or guardians.

This generation sincerely feels social media engagement can drive change. 80 percent feel they can have an impact on issues by using social media, so much so that 64 percent believe supporting issues online is more effective at making a difference than doing something in their communities. They view their engagement on their social channels as a powerful way to motivate others to care (35 percent). They are less motivated by more self-serving reasons such as making themselves look like a good person (7 percent). Other motivations include:

It shows others what they care about (17 percent)

They want to be a part of the conversation about the world around them (15 percent)

It shows they are informed (9 percent)

Over the past two years, Generation Z's habits and preferred social media platforms have changed. While Facebook remains relevant (61 percent vs. 66 percent in 2017), it dropped in importance. Now Gen Zers are more likely to turn to YouTube (64 percent vs. 50 percent in 2017) as the priority channel, followed by Instagram (63 percent vs. 51 percent in 2017). Other channels include:

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Gen Z Believes in Its Own Power to Make Change, But That Companies Must Lead the Way

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While Gen Zers feel personally responsible to make a difference and 76% believe we will have made headway on important issues in five years' time, 90% also believe companies must drive action on social and environmental issues. Nearly nine-in-10 (87 percent) of Gen Zers are worried for the environment and the planet, according to the 2019 Porter Novelli/Cone Gen Z Purpose Study .

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Younger consumers are seriously concerned with social and environmental causes, which many regard as being the defining issues of our time. They increasingly back their beliefs with their shopping habits, favoring brands that are aligned with their values and avoiding those that don't.

Brands are responding by integrating social and environmental themes into their products and services. The benefits of these policies are clear, but as the causes that some brands champion venture into controversial territory there are risks and consequences for those that fail to get it right. Against that background, in our latest State of Fashion report-written in partnership with the Business of Fashion (BoF) -we dived deeply into the rise of "woke" consumers as one of ten trends the fashion industry should watch in 2019.

Nine in ten Generation Z consumers believe companies have a responsibility to address environmental and social issues. The inclusion of the latter is a departure from the views of the previous generation of millennials, which had a greener focus. The change is reflected in the higher profile of social issues and in campaigns such as #metoo, #blacklivesmatter, and #timesup, all of which have entered the mainstream lexicon over the past couple of years.

The views of Gen Z and millennial consumers are critical. Together, these cohorts represent around $350 billion of spending power in the United States alone (approximately $150 billion spent by Gen Z and around $200 billion by millennials); additionally, Gen Z will account for 40 percent of global consumers by 2020. But concern over environmental and social issues is not restricted to younger consumers. Some two-thirds of consumers worldwide say they would switch, avoid, or boycott brands based on their stance on controversial issues. Half of these regard themselves as activists, driven by passion. The other half are less dogmatic, tailoring their decision to the situation at hand.

Still, the dynamics behind the numbers are compelling. Over the past three years a third of consumers worldwide have expanded the scope of their purchasing decisions to incorporate principled values and views. A new global ethos is emerging, and billions of people are using consumption as a means to express their deeply held beliefs.

Signs of this evolving agenda can be found beyond consumer sentiment, too. Fashion companies are showing signs of getting "woke" (a phrase defined as "alert to injustice in society," popularized on social media). For example, based on a "data scrape" of more than 2,000 fashion retailers, the appearance of the word "feminist" on homepages and newsletters increased by a factor of more than five from 2016 to 2018.

Many brands and retailers, including Levi Strauss and Nike, are on board, and both companies have taken a clear stance on social issues in recent months-Nike supporting Colin Kaepernick, the face of the NFL's "anthem protests," and Levi's fronting a campaign against gun violence. Gucci has also supported that cause, supporting a student-led march calling for more gun control.

And American designer Jeremy Scott appeared at his New York Fashion Week show with a T-shirt urging, "Tell your senator no on Kavanaugh," in reference to the then-embattled US Supreme Court justice undergoing confirmation hearings.

In Asia, Fast Retailing, the parent company of Japanese retailer Uniqlo, has made efforts to hire refugees and, since 2016, has donated more than $5 million to the support of refugee initiatives in Asia. British retailer ASOS has taken a different approach to support refugees, launching an exclusive lingerie line in partnership with designer Katharine Hamnett and Help Refugees, a nongovernmental organization that will receive all profits from the initiative.

Some fashion players have attached collections and ranges to specific causes-for example, H&M launched a Pride collection in 2018 in support of the LGBTQ+ community, and Balenciaga collaborated with World Food Programme, donning its slogan, "Saving Lives, Changing Lives." And others have geared campaigns to reflect beliefs; in a 2018 campaign to promote diversity, for example, Moschino switched to using only models of color.

Some companies are taking things a step further, putting purpose at the heart of their strategy and operations. There are growing numbers of B-Corporations, which are certified to have considered the impact of their decisions on people, society, and the planet (exhibit). Companies including Ben & Jerry's, Danone, and Patagonia are B-certified. In the fashion, apparel, and beauty sector, the number of B-corps had risen to nearly 200 as of April 2018, compared with just seven in 2010. Athleta promises that 40 percent of its products are made of recycled and sustainable materials, while Allbirds and Eileen Fisher have made similar commitments. The former donates returned used shoes to charity. We would not be surprised if at least one $500 million-plus fashion company became a B-corp in 2019.

Notably, environmentally and socially focused companies are considered by younger cohorts to be better prospects as employers, and the vast majority say they would be more loyal to companies that are aligned with those values. Commitment to tracking organizational key performance indicators is critical, as LVMH has done, setting out to have equal gender representation among executive ranks by 2020. A commitment to values on a group level can have impact on its brands' culture. As mentioned by Balenciaga chief executive, Cédric Charbit, "I think the fact the brand belongs to Kering, and having Kering expressing commitment towards sustainability and values as a group, makes a difference. You work in an environment where this matters, this exists, and we all are committed to this."

Not all causes that fashion brands advocate are universally popular, and these can come with significant risks. The NFL "anthem protest" was a divisive issue in the United States, creating a mixture of applause and backlash for Nike. Still, it created earned media exposure worth more than $163 million, within just days of the campaign launch. Besides potential controversy from supporting divisive causes, brands may also risk being perceived as hypocritical if they do not carefully ensure consistency in their messages and actions. In 2018, Primark was severely criticized and called unethical for releasing a line of Pride-themed T-shirts that were produced in Turkey, a country that is ranked the third worst in Europe for LGBTQ+ equality. Nike recently faced pressure from civil-society groups to ensure fair wages are paid to workers of suppliers in emerging markets.

Another reason that brand alignment with causes can backfire is that discerning consumers can easily spot the difference between gimmicks and a genuine purpose that aligns with the values of the organization. Companies can expect consumers to closely examine the level of continuity across campaigns and the nature of their strategic and operational decisions, as well as their tone.

It is worth noting that right now the movement is much more pronounced in Western markets, and in certain territories it is not at all appropriate for brands to align with certain issues. While consumers in Western markets currently do tend to dominate the movement toward environmental and social conscience, that is likely to change. In the coming year we expect rising numbers of consumers in other markets to increase their levels of commitment. Darshan Mehta, founder and chief executive of Reliance Brands, a subsidiary of the Indian retail conglomerate Reliance Industries, believes "the number of voices is not enough to aggregate to anything significant [yet], but it's a small wave and a tsunami may wash onto our shores [in India] in the years to come."

Despite the many associated risks, some large brands will be willing to court controversy to express beliefs, particularly luxury players, which will seek to attract younger consumer groups looking to trade up. There are clear benefits from doing so, and the more that companies express an authentic view, the more that those who don't will be exposed. And while there is a counterargument that expression of controversial views may deter some customers, the calculation, of course, is that the loyalty rewarded by its remaining customers matters more.

For more on all ten trends that will define the fashion agenda in 2019, see The State of Fashion 2019: A year of awakening.

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The influence of 'woke' consumers on fashion

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Gen Z fashion trends are rooted in social and environmental issues. Here's what the industry should know.

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Generation Z Characteristics and Buying Behaviour | Autumn Fair

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Generation Z characteristics are different from the consumers that have come before them. Their buying behaviour is in line with their political stance and identity.

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The information provided on this website does not, and is not intended to, act as legal, financial or credit advice. See Lexington Law's editorial disclosure for more information.
Generation Z-the 18 to 24 year old digital natives born who can't recall a world without smartphones and rapid technology-now make up 20 percent of the U.S. population. Born after 1997, this cohort is making their mark in the economy as they spend an estimated $143 billion per year. The eldest members are in their early 20s, graduating college and entering the workforce for the first time.

This generation differs greatly from their predecessors in saving, spending and overall money management habits, as well as what they value most in the brands they interact with, the type of jobs they're after, and their goals for the future.

Here are a few key characteristics of this generation:

Their ability to find answers quickly by accessing information online enables them to make informed decisions and become smart shoppers.

Many have called this generation the most financially savvy because of their keenness for saving paired with their thrifty, entrepreneurial spirits.

Their sense of independence and self-reliance is partially because of the digital world they grew up in-many received their first mobile device by the age of 10.

Read on to learn more about Generation Z's spending habits and their other financial patterns as we enter 2021.

How Generation Z Shops Online and Offline

Generation Z is known as the first digitally native generation and does not differentiate between online and offline channels. Having grown up in a hyperconnected world, they expect the same quality and speed of an online channel to translate to the physical stores they visit. They're also much savvier with online shopping channels than their predecessors and aren't easily swayed by gimmicks or celebrity influencers. Take a look at how Gen Z shops.

Online Shopping Habits

Since this generation never knew a world without the internet, they have high expectations for online channels and a low tolerance for any slowdowns or glitches. Members of this cohort place a high value on technology and having the information they need at their fingertips.

They're also skeptical about giving away their information since they've grown up in an age of high-profile data breaches for major brands. Read through our stats below to learn how Gen Z behaves online:

Brick-and-Mortar Shopping Habits

Contrary to what you might think, the majority of Gen Z prefers to make purchases in store. One reason could be that they lack access to credit cards to make online purchases (although they do use debit cards.) We may see this preference change over time.

However, it's important to note that members of Generation Z are not blinded by technological "bells and whistles" with any shopping channel. Their priorities lie in the basic retail experience: product availability, quality products and efficient service. While they may be swayed as long as any addition enhances the shopping experience, they have a low tolerance for negative or inefficient experiences while they shop. Read on to see what expectations Gen Z has for their brick-and-mortar shopping trips:

66 percent of Gen Z said they'd be inclined to shop at physical stores offering technology that enhanced their shopping experience. [Source: Kearney]

72 percent of Gen Z want retail technology that can lessen the time they spend standing in line. [Source: Kearney]

61 percent of Gen Z would like retail technology that streamlines the process of finding the products they're looking for in stores. [Source: Kearney]

58 percent of Gen Z said they use shopping in-store as a way to disconnect from social media in 2019. [Source: Kearney]

How Gen Z Views Brands

Members of Generation Z expect brands to be transparent, ethical and responsible in all aspects of their business. Neglecting to do so can result in a lost opportunity to collect information or lost business altogether from this generation.

Generation Z cares far more about the value and quality of their purchases than their loyalty to the brand that makes them, so brands need to work extra hard to keep Gen Z's business around. Take a look at the different brand preferences Gen Z has and what they expect from today's brands:

Financial Habits

Despite their young age, Generation Z holds $34 billion in buying power alone in 2020, and influenced household spending to the tune of $600 billion. In addition to their own dollars, they also exercise a lot of influence over their households. Their digital savviness comes into play once again in this area. Their expertise enables them to guide their families through different purchase phases, from initial product evaluation to the final purchase itself.

Members of Gen Z are also financially savvy and keen on earning money, even at their young age. Freedom and flexibility at work are key values of this generation, and the job opportunities they flock to will be those that offer work-life balance and some level of autonomy over their schedule.

Gen Z vs. Millennials

Millennials have been center stage for many years, and understandably so-they recently became America's largest generation, reaching 72.1 million, surpassing the 70 million Baby Boomers living in the U.S. As Millennials begin to age out, however, Generation Z is beginning to capture the world's attention with their different spending, saving and earning habits.

Millennial spending habits differ quite a bit from their Gen Z counterparts. This is partially because Gen Z is very price conscious and focuses on overall value when making buying decisions. We can see these differences when comparing preferences and priorities with different products and services.

While 55 percent of Gen Z said they planned to do their holiday shopping at brick-and-mortar stores, 32 percent of Millennials said they planned to do their holiday shopping through their mobile phones. [Source: Shopkick via Retail Dive]

75 percent of millennials are willing to pay more for great customer experiences compared to 69 percent of Gen Z. [Source: Salesforce]

While 76 percent of Millennials cited natural or organic ingredients as important in the products they purchase, only 71 percent of Gen Z said the same. [Source: IBM]

While 79 percent of Millennials cited sustainability as important in the products they purchase, only 75 percent of Gen Z said the same. [Source: IBM]

While 81 percent of Millennials cited purchasing "clean" products as important to them, only 75 percent of Gen Z said the same. [Source: IBM]

While 78 percent of Millennials cited purchasing products that support recycling as important to them, only 72 percent of Gen Z said the same. [Source: IBM]

Millennials and Gen Z share similar habits when it comes to data privacy: 31 percent of Millennials and 33 percent of Gen Z said they used a VPN or Proxy Server in the last month at the time of being surveyed in 2020. [Source: Global Web Index]

Similarly, 45 of Millennials and 46 percent of Gen Z said they used an ad-blocker in the last month at the time of being surveyed in 2020. [Source: Global Web Index]

The 67.7 billion members of this generation are a group to watch as they grow up and enter the workforce. Their financial management looks to be off to a strong start thanks to their frugal mindsets and entrepreneurial attitudes. They've proven so far that they're ready to responsibly make and manage their money, and that they have high expectations when it comes to what they spend it on.

Teens and young adults who are after a financially successful future should not only make plans to keep down debt, but also learn how to build and manage their credit. This includes applying for credit cards, keeping payments down and checking your credit report often to make sure everything is accurate. If you do find any inaccuracies on your credit report like an account you don't recognize, you can call to learn about how Lexington Law's credit repair services can help clean up your credit report.

Related Links

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The information provided on this website does not, and is not intended to, act as legal, financial or credit advice. See Lexington Law's editorial disclosure for more information. Generation Z-the 18 to 24 year old digital natives born who can't recall a world without smartphones and rapid technology-now make up 20 percent of the U.S.

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Google and AnswerLab conducted a research study to answer this question.

Mobile users are very goal-oriented. They expect to be able to get what they need, immediately, and on their own terms.

The study was held through 119 hour-long, in-person usability sessions with participants in the US. Participants were asked to perform key tasks across a diverse set of mobile sites. iOS and Android users were included, and users tested the sites on their own phones. For each site, participants were asked to voice their thoughts aloud as they completed conversion-focused tasks like making a purchase or booking a reservation.

The study uncovered 25 mobile site design principles, grouped into five categories.

Home page and site navigation

Success: Focus your mobile homepage on connecting users to the content they're looking for.

Keep calls to action front and center

Make secondary tasks available through menus or "below the fold" (the part of the webpage that can't be seen without scrolling down).

Keep menus short and sweet

Mobile users don't have the patience to scroll through a long list of options to find what they want. Reorganize your menu to use as few items as possible, without sacrificing usability.

Make it easy to get back to the home page

Users expect to go back to the homepage when they tap the logo in the top-left of a mobile page, and they become frustrated when it isn't available or doesn't work.

Large app install interstitials (e.g., full-page promotions that hide content and prompt users to install an app) annoy users and make it difficult to perform tasks. In addition to annoying users, sites that use interstitials may see a negative impact to their search rankings.

Site search

Success: Help mobile users find what they're looking for in a hurry.

Make site search visible

Users looking for information usually turn to search, so the search field should be one of the first things they see on your pages. Don't hide the search box in a menu.

Ensure site search results are relevant

Users don't scan through multiple pages of results to find what they're looking for. Make life easier on users by auto-completing queries, correcting misspellings, and suggesting related queries. Rather than reinventing the wheel, consider robust products like Google Custom Search.

Implement filters to narrow results

Study participants rely on filters to find what they're looking for, and abandon sites that do not have effective filters. Place filters above search results, and help users by displaying how many results will be returned when a specific filter is applied.

Guide users to better site search results

For sites with diverse customer segments, ask a few questions before presenting the search box, and use the customer's responses as search query filters to ensure that users get results from the most relevant segment.

Commerce and conversion

Success: Understand your customer journeys and let users convert on their own terms.

Let users explore before they commit

Study participants were frustrated by sites that require upfront registrations to view the site, especially when the brand was unfamiliar. Although customer information may be integral to your business, asking for it too early may result in fewer registrations.

Let users purchase as guests

Study participants viewed guest checkouts as "convenient", "simple", "easy", and "quick". Users are annoyed by sites that force them to register for an account when making a purchase, especially when the benefit of an account is unclear.

Use existing information to maximize convenience

Remember and pre-fill preferences for registered users. Offer familiar, third-party checkout services for new users.

Use click-to-call buttons for complex tasks

On devices with calling capabilities, click-to-call links enable users to make a phone call by simply tapping a link. On most mobile devices the user receives a confirmation before the number is dialed, or a menu is presented asking the user how the number should be handled.

Make it easy to finish on another device

Users frequently want to finish tasks on other devices. For instance, they might wish to view an item on a larger screen. Or they might get busy and need to finish later. Support these customer journeys by enabling users to share items on social networks, or by letting users email themselves links from directly within the site.

Form entry

Success: Provide a seamless, frictionless conversion experience with usable forms.

Streamline information entry

Automatically advance to the next field when a user presses Return. In general, the fewer taps the user must perform, the better.

Choose the simplest input

Use the most appropriate input type for each scenario. Use elements like to provide suggested values for a field.

Clearly label start and end dates. Users should not need to leave a site and check a calendar app just to schedule a date.

Minimize form errors with labeling and real-time validation

Label inputs properly and validate input in real-time.

Design efficient forms

Take advantage of autofill so that users can easily complete forms with pre-populated data. Pre-fill fields with information you already know. For example, when retrieving shipping and billing addresses, try to userequestAutocomplete or enable users to copy their shipping address to their billing address (or vice versa).

Usability and form factor

Success: Delight your mobile users with small things that enhance their experiences.

Optimize your entire site for mobile

Use a responsive layout that changes based on the size and capabilities of the user's device. Study participants found sites with a mix of desktop and mobile-optimized pages even harder to use than desktop-only sites.

Don't make users pinch-to-zoom

Users are comfortable with scrolling sites vertically, but not horizontally. Avoid large, fixed-width elements. Use CSS media queries to apply different stylings for different screens. Don't create content that only displays well at a particular viewport width. Sites that force users to horizontally scroll fail the Google Mobile-Friendly Test, which may negatively impact their search rankings.

Make product images expandable

Retail customers expect sites to let them view high resolution closeups of products. Study participants got frustrated when they weren't able to see what they were buying.

Tell users which orientation works best

Study participants tended to stay in the same screen orientation until something prompted them to switch. Design for both landscape and portrait, or encourage users to switch to the optimal orientation. Make sure that your important calls-to-action can be completed even if the users ignore the suggestion to switch orientations.

Keep your user in a single browser window

Users may have trouble switching between windows and might not be able to find their way back to the site. Avoid calls-to-action that launch new windows. Identify any journeys that might cause a user to look outside your site and provide features to keep them on your site. For example, if you accept coupons, offer them directly on the site, rather than forcing users to search other sites for deals.

Avoid "full site" labeling

When study participants saw an option for a "full site" (i.e., desktop site) versus a "mobile site", they thought the mobile site lacked content and chose the "full" one instead, directing them to the desktop site.

Be clear why you need a user's location

Users should always understand why you're asking for their location. Study participants trying to book a hotel in another city became confused when a travel site detected their location and offered hotels in their current city instead. Leave location fields blank by default, and let users choose to populate them through a clear call-to-action like "Find Near Me".

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What Makes a Good Mobile Site? | Web Fundamentals | Google Developers

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Google and AnswerLab conducted a research study to answer this question. Mobile users are very goal-oriented. They expect to be able to get what they need, immediately, and on their own terms. The study was held through 119 hour-long, in-person usability sessions with participants in the US.

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Now in its second year, Fashion Revolution Day (FRD) is a hashtag campaign designed to keep the most vulnerable in the fashion supply chain in the public eye. Held on the anniversary of the Rana Plaza factory collapse in Bangladesh, participants are encouraged to take a selfie showing the label on their clothes and ask the designer or brand #whomademyclothes. It's an important cause, but can a hashtag campaign really bring meaningful change to the fashion industry?

Ruth Stokes, author of The Armchair Activist's Handbook, says if a campaign is able to raise awareness and reach people otherwise not engaged, then it has provided something of value. The challenge is translating that increased awareness into real-world practical actions, whether that means changing individual behaviors or the laws made by politicians.
Rana Plaza: are fashion brands responsible for those they don't directly employ?
"Mary Joyce, a researcher and consultant in digital activism, likens digital activism to a 'first kiss,'" says Stokes, "meaning that retweeting something on Twitter or 'liking' something on Facebook isn't going to change the world by itself, but it could be the beginning of something much larger."

The FRD hashtag campaign is in its infancy, but co-founder Orsola de Castro said that the level of participation last year "took us much by surprise," with #insideout resulting in 6.6m Google hits worldwide. Major international news publications and fashion magazines covered the FRD story, including British Vogue and Marie Claire.

FRD has changed the hashtag this year to #whomademyclothes after Pixar took over #insideout in anticipation of the Disney animation film Inside Out.

#whocares

Kevin Lewis, author of The Structure of Online Activism, responds to Twitter stats with a resounding "who cares?" The internet, he says, is a space where we go to waste time when our attention spans are limited.

"The victor of our attention meets our base desires. It must be easy to do, interesting, different, and tied to quick and easy outcomes - whether it is taking a picture and posting it online or dumping a bucket of ice on your head." Hashtag activism, says Lewis, is being pitched as a solution to a problem when it really isn't - it just lowers the bar to participation and therefore lowers the impact.

Carol Cone, global practice chair of business and social purpose for PR giant Edelman, believes campaigns that require less of people don't necessarily deliver less impact. She says there is segmentation on how people will act. In her decades of experience in social marketing, Cone has found that while the majority will just read, 20% to 30% will pass it around social media and roughly 10% to 15% will want to get involved at a deeper level.

Cone says it takes a tragedy like the Rana Plaza factory collapse to really penetrate people's consciousness. "The challenge is will it stay there, and will people change their purchasing habits".

For Lewis, the problem with social awareness hashtag campaigns is that they don't produce objective and measurable economic outcomes. "People argue that awareness, not monetary goals, are the objective of these campaigns," he says. "My response to that is, well, how do you define awareness?"

#meaningfulchange

Awareness is harder to measure than dollars and, even when dollars are raised, it's hard to know whether awareness has increased.

For Stokes, meaningful change in the fashion industry can start with the FRD hashtag campaign, but must go beyond it. The best type of activism, she says, involves change in both the personal and public spheres. That is where de Castro and the rest of the FRD team have an advantage; each member has a longstanding career in fashion and is involved in the sustainable fashion movement. Orsola de Castro is creative director at the upcycle label Reclaim to Wear and co-founder and co-curator of the now retired Estethica, which showcased sustainable fashion at London Fashion Week.

The campaign has another ingredient that Edelman's vice president of business and social purpose, Aman Singh, says is essential in a successful hashtag campaign - finding supporters who involve all sectors.

"It needs to have champions in media, business, government and the economy," says Singh. So far, FRD's supporters include journalists, professors, designers, politicians and well-connected champions such as Livia Firth and Christy Turlington. Even the House of Lords and House of Commons participated, hosting FRD discussions on ethics and sustainability in fashion in May 2014 and earlier this year.
ALS Ice Bucket Challenge is not a catalyst for long-term behaviour change
De Castro says that last year's FRD campaign garnered much more than just tweets: the hashtag campaign sparked year round collaborations between Fashion Revolution and the European Union, the Fair Trade Advocacy Office in Brussels and the global union industriALL.

De Castro anticipates that FRD will get a great deal of visibility this April. It will continue to urge followers to ask brands #whomademyclothes in the hope that brands will feel the pressure to reply, although last year, she admits, "not many did."

Nevertheless, brands such as Eileen Fisher, G-Star Raw, Esprit and M&S showed support for the hashtag campaign. Some companies like Gap gave canned non-disclosure responses, while others like the luxury brand Ted Baker gave more thoughtful responses.

"This year (because of the immense visibility of the movement) I don't think brands will get away with not replying that easily," says de Castro.
This article was amended on 14 April 2015. It previously said FRD's reach was 80m in 2014 with its former hashtag. 80m was its reach from UK celeb photoshoot in 2014. The fashion hub Join the community of sustainability professionals and experts. Become a GSB member to get more stories like this direct to your inbox. is funded by H&M. All content is editorially independent except for pieces labelled 'brought to you by'. Find out more . Topics

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Can a hashtag change the fashion industry?

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Now in its second year, Fashion Revolution Day (FRD) is a hashtag campaign designed to keep the most vulnerable in the fashion supply chain in the public eye. Held on the anniversary of the Rana Plaza factory collapse in Bangladesh, participants are encouraged to take a selfie showing the label on their clothes and ask the designer or brand #whomademyclothes.

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Filmstar and environmental activist, Leonardo DiCaprio has made our cinema trips and our planet so much better.

Since his breakthrough film role in Baz Luhrmann's 1996 drama " Romeo + Juliet ," DiCaprio has been a constant presence on our movie screens. For those over a certain age, the artist will probably have also been plastered all over their bedroom walls as the quintessential teen heartthrob of the 1990s.

From Jack Dawson to Hugh Gatsby, DiCaprio's movie roles have established the Los Angeles native as a fantastic and versatile actor. But off-set, the award-winning environmentalist has dedicated swathes of time, finances, and resources to saving the planet.

So far in 2019 DiCaprio has already convinced Russian authorities to release 100 captive beluga whales and won the Sundance Audience Award for his marine conservation documentary " Sea Of Shadows ."

The 44-year-old star is indeed a force to be reckoned with and here are just come of the ways that the erstwhile Romeo has been a friend to the planet and all those who inhabit it.

1. The Leonardo DiCaprio Foundation

Still damp from his " Titani c" exploits, the then 23-year-old star founded the eponymous organisation in 1998 to address some of the globe's biggest environmental concerns. Top of the list are ocean preservation, wildlife conservation, and global warming.

Over the last two decades, the Leonardo DiCaprio Foundation (LDF) has awarded over $80 million in grants to more than 200 environmentalist projects working in 50 countries and all five oceans.

A lot of LDF's campaigns are enacted through partnerships with localised projects such as Kenya's Mikoko Pamoja enterprise which focuses on conserving Mangrove Forests. As well as working at grassroots level, LDF also works at a cohesive global level through its partnerships with international organisations including the World Wildlife Fund, and the Wild Foundation.

2. Animal Welfare and Conservation Work

Friend of the furry, scaly, and slippery alike, DiCaprio has worked extensively to protect endangered species through his LDF projects. In 2010 the LDF donated $1 million to an innovative Nepalese conservation project to preserve the country's wild tiger population.

The LDF also funds projects to protect the Black Rhino in Tanzania, the lowland gorilla in Central Africa and the snow leopard in Central Asia.

As well as supporting projects dedicated to preserving the habitats of endangered species, the LDF also campaigns to stop the inhumane trade of animal products such as ivory. In 2013 LDF sponsored a petition instrumental in ending the ivory trade in Thailand. The foundation also supports the WildLife Direct project which identifies illegal ivory trade routes and cartels using DNA tracking.

Although all of the LDF six focus areas are geared towards preserving and bettering the planet for all its inhabitants, two are specifically dedicated to wildlife activism. These two project areas are "Wildlife and Landscapes" and "Marine Life and Oceans."

DiCaprio is certainly a big fish when it comes to marine conservation. The LDF pledged $7 million of funds towards marine conservation initiatives at the 2014 Our Oceans conference. Last year DiCaprio also met face to face with Mexican President Enrique Peña Nieto to plan a new initiative to save the critically endangered vaquita . It is believed there are only 30 of these graceful porpoises left in the wild. The star's award-winning film, "Sea of Shadows," addresses the endangered species decline and offers innovative ways for reducing pollution in our oceans.

Such is DiCaprio's commitment to protecting the planet's wildlife, that the campaigner has had both a Malaysian beetle and a Dominican spider named after him as a tribute to his environmental activism. That's a legacy few people can lay claim to.

3. Public Speaking

DiCaprio has used his A-List status for considerably more noble causes than securing VIP entry into nightclubs. In his 2016 Oscar acceptance speech, which he won for his portrayal of Hugh Glass in Alejandro G. Iñárritu 's " The Revenant," the activist used the televised event as a global platform to address climate change. When picking up the coveted gold figurine, DiCaprio ended his speech with the following words:
"And lastly, I just want to say this: Making 'The Revenant' was about man's relationship to the natural world. A world that we collectively felt in 2015 as the hottest year in recorded history. Our production needed to move to the southern tip of this planet just to be able to find snow. Climate change is real, it is happening right now. It is the most urgent threat facing our entire species, and we need to work collectively together and stop procrastinating. We need to support leaders around the world who do not speak for the big polluters, but who speak for all of humanity, for the indigenous people of the world, for the billions and billions of underprivileged people out there who would be most affected by this. For our children's children, and for those people out there whose voices have been drowned out by the politics of greed. I thank you all for this amazing award tonight. Let us not take this planet for granted. I do not take tonight for granted. Thank you so very much."
This wasn't the first time the Martin Litton Environmental Warrior award winner had used the annual Oscar's ceremony to raise the profile of environmental issues. In 2007, DiCaprio joined the then Vice President to announce that the event had partnered with the Natural Resources Defence Council to lower the world's carbon footprint.

DiCaprio has also raised his voice about the state of our planet in his role as a United Nations Messenger of the Peace which he has was designated as in 2014. The star famously spoke at the United Nations 2014 Climate Leaders Summit which received global news coverage.

Having been in the movie industry for over 25 years, DiCaprio is well aware of the power of film to raise awareness and evoke change . So when not in front of the camera, the Academy Award Winner has produced several environmental and animal welfare documentaries. As well as two short web documentaries called " Water Planet" and " Global Warming" which are both available on YouTube, DiCaprio has worked as executive producer on a number of feature-length documentaries including " Cowspiracy" and " Sea of Shadows."

The actor also produced and narrated " The 11th Hour" and used the momentum from the film to organise a charity gala. The "11th Hour" fine art auction raised almost $40 million for the LDF, which made it the highest grossing environmental charity event ever held.

Ever ready to set records in the environmental activism sphere, DiCaprio's 2016 film about global warming, "Before the Flood ," was one of the most watched documentaries in history. Produced in partnership with the National Geographic, the film received 60 million views in just three months.

5. Investment in Vegan Companies

DiCaprio has his fingers in all sorts of pies and what's more, they're all plant-based. The Global Green USA's Environmental Leadership award winner has invested large amounts of money in vegan companies which offer more sustainable means of feeding our global population. DiCaprio's Beyond Meat investments include plant-based milk manufacturer, Califia Farms and the company which has won awards for its plant-based mock meat products.

The Beyond Meat company is particularly aligned with DiCaprio's environmental goals. On their website, Beyond Meat explains its brand mission: "By shifting from animal, to plant-based meat, we are creating one savory solution that solves four growing issues attributed to livestock production: human health, climate change, constraints on natural resources and animal welfare."

DiCaprio's other vegan investments include the Hippeas snack food company which crafts puffed chickpeas. He also helped launch a vegan clothing line.

The LDF partnered with the Jane Goodall Institute last year to launch a full vegan clothing range in support of ape conservation. The range which was named " Don't Let Them Disappear ," included organic T.shirts and a recycled fleece hoodie with all the items sporting the urgent appeal "Don't Let Them Disappear." The line was available for two weeks only and were designed to honour the iconic primates.

6. Humanitarian Work

As well as his tireless environmental activism, DiCaprio is also a philanthropist and committed to human causes such as education and protecting the rights of indigenous communities.

The LDF has partnered with Amazon Watch to advance the rights of and protect the lands of the Amazon Basin's Indigenous tribes. The LDF also works with projects that conserve the history and culture of the Chumash People, the Alutiq community and the Standing Rock Sioux Tribe.

In 2016, DiCaprio and fellow environmentalist thespian , Mark Ruffalo showed their support for the Standing Rock Sioux Tribe in their fight against the installation of the Dakota Access Pipeline.

As if this wasn't enough to make you a lifelong Leo lover, DiCaprio also worked with 24 orphaned children in Mozambique during 2006 filming of Edward Zwick's Blood Diamond and donated $65,000 to the Children of Armenia fund in 2016.

7. Social Media

Ever the 21st-century man, DiCaprio is a big proponent of using social media to connect with the masses on matters of significance. The actor's Instagram is a sea of campaigning, packed with posts about climate change, women's rights, conservation, and wildlife protection.

With 29.9 million followers on his personal Instagram and 508,000 on the LDF account, DiCaprio regularly uses his platform to promote the very issues he's been vocal about. The award-winning actor doesn't shy away from putting the issues front-and-center.

Frankly, when it comes to community spirit, environmental consciousness and dedication to promoting positive change, DiCaprio is an example to us all. Near, far, wherever you are, Leo's charity work goes on and on.

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7 Ways Leonardo DiCaprio Is Saving the Planet

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Filmstar and environmental activist, Leonardo DiCaprio has made our cinema trips and our planet so much better. Since his breakthrough film role in Baz Luhrmann's 1996 drama " Romeo + Juliet ," DiCaprio has been a constant presence on our movie screens.

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Gen Z prefer some form of video content herefore I have created a promo video which will be the banner of my home page on my website.

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Getty

If you're anything like me, you'll do just about anything to avoid watching a video and skip to the text instead. Then again, if you're anything like me, you're clearly not part of the Gen Z crowd making video content more popular than ever.

Generational differences in social media use

We've long been told that as far as social media is concerned, Facebook is now the realm of "old people." Perhaps fed up with watching people rant about their personal politics, Millennials and Gen Z have moved on to platforms like Instagram, Snapchat, and YouTube. According to a Business Insider survey (granted, of just 1,884 people in the US between the ages of 13 and 21), 65% of young people check Instagram every day, while 62% are daily YouTube users. A mere 34% were on Facebook daily and just 23% on Twitter.

Now, another new study is highlighting the popularity of visual content. A new survey from the business website The Manifest reports that 89% of Gen Zers use YouTube, 74% use Instagram, and 68% use Snapchat on a weekly basis.

While it was a study of just 627 U.S. social media users, it also showed that the majority of EVERY generation checks YouTube once a week (even 52% of Baby Boomers), making it the only platform with that kind of reach.

Whether people are tired of text or just the kind of endless and predictable ranting that happens on platforms like Facebook and Twitter, it's clear that the visual experience is taking over. Of course, this comes with a downside - young people feel more pressure to look the part and even establish a "brand" by the time they're out of their teens. (This, of course, makes them a prime target for beauty companies and other businesses based on aesthetics.)

But if Gen Zers have proved anything, it's that they're hard for marketers to understand. While visual culture is more important than ever, we've simultaneously seen them abandon the curated Instagram "aesthetic" that so many marketers have been trying to sell them on. Taylor Lorenz reported in The Atlantic that younger users are beginning to "reject the notion of a curated feed in favor of a messier and more unfiltered vibe."

The rise of visual culture

Mark McIntyre, CEO of advertising and web design agency MaxAudience, told The Manifest that the flight to purely visual platforms such as Instagram, Snapchat, and YouTube could be because younger audiences aren't interested in sifting through different kinds of content to get to what they know they like.

"Snapchat and Instagram are cooler for younger generations because they have less content," he said. "You get to choose to see all the good stuff and none of the junk. It's way more image-based and way less text-based, and you don't get everyone's rant."

In addition, it seems that Gen Z has absorbed a lot of the privacy warnings and taken to heart some of the ethical issues that come with oversharing on platforms like Facebook - after all, they're also thinking about their futures and know that what happens on the Internet doesn't stay there. As a result, the use of private chats and ephemeral stories on Instagram and Snapchat are more appealing to them.

And video rules them all

Despite the demand for pretty pictures, video has comes to rule the social media landscape. It's a richer form of content than just text or photos and it's more versatile as well. If you're interested in the aesthetics, you can watch with the volume off. If it's the content you care about, you can listen without watching. Whatever your preference, you have options with video.

The popularity of video is also giving companies incentives to create more video content. Marketers, influencers, news sites, and anyone else who wants to deliver a message to the next consumer generation - which also happens to be the most diverse in history - is going to have to invest in video content. A 2018 Pew study showed that 85% of teens use YouTube. And according to Google (which owns YouTube), they are using it to gain knowledge or learn skills (even if it's how to apply winged eyeliner correctly).

It's video or vanish for companies attempting to lure Gen Z consumers as Cisco estimates that video will account for 82% of internet traffic globally by 2022, up from 75% in 2017, and that live video will grow 15-fold over that time to account for 17% of Internet video traffic by 2022. (Clearly, there's a separate conversation to be had here about bandwidth consumption - half of all video traffic is viewed on mobile.)

YouTube is a particularly popular site because it also allows for commenting on most videos and other interaction with creators, giving users the feeling of a direct relationship with content-makers. Clearly, they still want media to be social. A Google study showed that 7 in 10 Gen Zers also said watching videos with others helps them feel more connected.

Video is also a de-stressing mechanism. While we often fail to appreciate the grind that is an increasingly competitive academic and social atmosphere, 84% of the young people Google interviewed in their study said they feel overwhelmed by their school work and activities - YouTube allows them to decompress. (For Gen X and Baby Boomer parents who criticize that, it might be worth acknowledging that we're often the ones putting that pressure on them.)

According to Google writer Matt Anderson:

"...when we asked Gen Zers which platforms they turn to when they want to relax or cheer up, the No. 1 response was YouTube."

While we might assume that the love of video means watching the now seemingly old-fashioned television, we'd be mistaken. Gen Z even consumes shows and movies - in addition to their other video content - on their phones, tablets and laptops - and they do it for about 3.4 hours every day. Sound ridiculous? According to a Nielsen report, adults watch roughly five hours of television per day on average - more if they're older. So the kids are alright (but maybe you should cut back on your couch time.)

But, as with any technology, there's a downside when things are used for nefarious reasons (or out of ignorance). YouTube has faced criticism for a slew of reasons including encouraging dangerous pranks, allowing violent content to spread, providing a platform for parents to exploit their children, and failing to control racist, homophobic, and other hate speech. It's also rife with misinformation - including dangerous medical advice. After all, anyone can make a video and post it.

Whatever you think about Gen Z, it's their world to change (and fix, to a large extent). They're avid consumers of media and goods and by 2020 they'll make up 40% of all consumers. So if you see more videos popping up where your text used to be, now you know what audience is really important.

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If you're anything like me, you'll do just about anything to avoid watching a video and skip to the text instead. Then again, if you're anything like me, you're clearly not part of the Gen Z crowd making video content more popular than ever.

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We have ushered in a Mobile era in 2017. As there were more mobile users in 2016 then desktop users across the glove. All things including services, products, and even supplies will need to accommodate to hand-held devices like mobiles, tablets and phablets. It will become a game of survival of sorts where 'go mobile or perish' will be the condition. Else, you can bid Adieu to your customers and business as they migrate to mobile apps and mobile friendly websites.

It is an understatement to say that every business should have a website. In fact, most businesses have at least one website that is functional. But, we can not say the same about applications. Number of studies by Oracle and MobileSmith have proved that over 60% users prefer mobile apps over mobi-sites to purchase online. Now, if you are into a business which deals with selling products, then owning an application is far more beneficial then a responsive website.

KNOWARTH we believe that mobi-sites are not enough to power user engagement or to optimize your productivity. Businesses will soon need to consider mobile app developmentto stay ahead of the competition. But, why should a business build an app? And what are the key benefits of mobile applications over mobile websites? We have pondered over it for a long time and listed down nine compelling reasons for you to build an app.

1. Mobile Apps are faster

At the end of the day What users think and like is what brings business and profits.

Applications are usually 1.5 times faster than mobile websites and they perform actions much faster too. Applications store their data locally on your device. Allor, data retrieval happens in the blink of an eye. In the case of mobi-sites, data needs to be fetched from the web servers which can take from few seconds to a minute depending upon the network speed and packet sizes.

Another reason is, mobi-sites use JavaScript to run functions and apps run on frameworks which can be five times faster. As all of this happens in the back-end, your users get to perform actions much faster on the front-end delighting them with a seamless experience.

2. Personalized content

It's been noted that users love personalized content for an immersive experience.

Users love highly tailored content according to their preferences. It's like offering them a tailored communication in the language they speak and understand. User-centric personalisation is critical in making their experience delightful. Personalisation can be based on a user's interest, behaviors, location, culture etc. And mobile apps make it easy to cater personalized experiences.

Your mobile app can let users clearly define and set their preferences from the beginning, based on which they can be served customized content. The app will observe their engagement and behavior to offer custom recommendations and filter updates for them depending upon their actual location in real-time. Isn't that just awesome! It will wow your customers, as having an app is not only about personalisation, it's also to sell your products and services. Right!

3. Instant Online and Offline access

Mobile apps offer seamless experiences with their ability to work Offline and Online.

All mobile apps offer instant access by a tap. They allow users to consume their content quickly offering seamless experience via storing vital data that can be accessed offline too. Some apps like banking, storefronts, retail, finance, games and news work both online and offline. i.e. loading a news item or a game that can be read or played without internet connection is just wonderful.

Ability to work offline is the most fundamental difference between an application and a mobile website. While apps need an active internet connection to perform critical tasks like payments and notifications, but they still offer basic content and functionality to users even in offline mode. And that's what makes all the difference between a sale and a bounce.

4. Using device features

Mobile apps have an added advantage where you can code an app into utilizing various features of a native device. So, once downloaded they can use features like Camera that can scan PFDs, QR and Bar codes and NFC to use for payments, GPS to connect with maps and other services and accelerometer, gyro meter and compass that can be utilized for thousands of different purposes. We are seeing the rise of fingerprint scanned on devices which are yet to be explored and exploited for various apps and solutions.

Another added advantage is that device features can significantly shorten the time users take to initiate and perform an action and fundamentally change they way a user interacts with the device and your applications. Also, iOS, Android, Xamarin and Hybrid app coding platforms they all have their distinct features and standards that mobile application developers utilize to beautify a user's experience.

5. Push Notifications and instant updates

The ability to send instant and non-intrusive notifications to your app users is a major reason why enterprises and businesses should build an app.

In-App notifications are received when a user opens an application on their devices. Push notifications are received on devices regardless a user opens an app or not. Basically, the update and promotional notifications which you receive on your devices on a daily basis are Push Notifications.

Moreover, you can send regular updates via Play store, iTunes, and windows store to your app via OTA, keeping it updated at all times with all the latest features and images and product listings. It will also allow you to promote products and services regularly increasing your sales and profits.

6. Branding and Design

Your Mobile Application becomes your Brand Ambassador.

Unlike websites that rely on browsers to support functions, mobile applications can be designed to support swipe gestures like a drag, pinch, hold, tap, double tap and more, each performing a certain action that increases user friendliness. Moreover, you can design your application in the way you want without depending upon the device or browser elements and caching problems.

Every mobile app is customized according to a company's branding and yours won't be an exception. And if you're changing your branding, then there's nothing better than a mobile app. You can virtually change how your app appears along with colors and layout whenever you want with version upgrades and uniform it according to your vision and what users want. Your app then becomes your 24X7 earning salesman.

7. Productivity Improvement and Cost reduction

Mobile apps help you expand your audience reach in a very short time by reducing marketing costs.

The biggest benefit of mobile apps is that it increases communications between your employees, vendors, and customers by sharing the same resources and place to order, give replies and train about your products and user behavior. They tend to increase productivity by 20-40% with readily available charts and reporting tools with accumulated customer data.

Moreover, as you communicate directly with your customers and employees, your marketing and advertisement spend get reduced drastically. Also, your users can share via social channels integraed in your app to expand your social footprint on the internet. That is super beneficial these days considering even FB and twitter has now started charging for premium space and conversations.

8. Interactive Engagement

Mobi-apps have their own interfaces that allow users to experience two-way immersive experience. They can simply share an image to their friends and show what they've bought via easy sharing and one-click buy, will boost your conversation with the customers and revenue.

Companies these days are developing websites that habituate their customers with task-based associations over apps with easy accessibility. This improves user's engagement experience for purchase, query and contacting you for delivery, grievances and all other sales and customer experience related aspects.

9. Increased SEO potential for your website

Your app can be advantageous in two ways, for your in-app content and your website content as synonymous words will be used in the content for products and services. Google these days rank your in-app content too and you can modify your content in your application to help you with your website SEO.

You can optimize your application on respective app stores to rank you highly and include certain Dynamic Success Metrics that will ensure your application's success via SEO tricks for application optimization.

In conclusion, there are millions of mobile application out there on the internet and probably there will be millions more. Remember, users are spending more and more time on apps as latest researches have suggested and a business should be present where its customers are. So, it is the best time to build mobile applications for businesses to fully harness 'First Movers Advantage' to sell your products and services before your competitor does.

Learn more about how an application can increase your business potential, sales, traffic, and profits by developing your own custom mobile application. If you're a business who would love to explore new avenue to take it to new heights, then get in touch with us.

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9 Advantages of Mobile Apps over responsive eCommerce websites

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We have ushered in a Mobile era in 2017. As there were more mobile users in 2016 then desktop users across the glove. All things including services, products, and even supplies will need to accommodate to hand-held devices like mobiles, tablets and phablets.

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Has Generation Z been part of your discussions with web design clients? If not, then it's time you factored it in. As Gen Z gets older and their spending power becomes more obvious, your clients are going to need you to design their websites in a way that appeals to their specific demands. This guide will show you how to do that.

Just a few years ago, design blogs were all abuzz with tips on how to build websites for the millennial consumer. At this point, however, that's old news. We know what millennials want from the online experience and have, for the most part, been able to meet their expectations.

But now we have a new generation of consumers to worry about: Generation Z.

Are they all that different from millennials?

As an old millennial myself, I can tell you that this next generation is one I don't feel much of a connection to. I can remember a time when the most exciting part of my day was when my mom got off the phone and I was able to finally connect to the Internet with our dial-up AOL account.

This next generation doesn't understand any of that. They weren't caught between worlds the way many millennials were, which means they have a whole different set of expectations when it comes to the technology they interact with on a daily basis.

Consider this your quick and dirty guide to designing mobile websites for Gen Z.

What You Need to Know About Designing Mobile Web for Gen Z

According to Reality Bytes, a report published by WP Engine and The Center For Generational Kinetics, Gen Z cannot live without Internet access. More specifically:

55% won't go more than five hours without it.

27% won't go more than one.

Now, what's really interesting about this particular generation is that, despite their attachment to the Internet, 61% of them prefer to shop on websites instead of mobile apps.

Considering how long they've had smart devices in their hands, it's surprising that they'd gravitate towards browsers over native applications. That just goes to show you that native apps aren't necessarily the best way to reach a mobile audience (especially if you want to make money from your app).

But all this is good news for you. Mobile apps are expensive to build and time-consuming to maintain. Plus, it's quite difficult to convert users on mobile apps. If you were nervous about having to make the leap into mobile app development, or about losing money to those working in that field, don't be. Generation Z wants your clients' websites.

Now that you know which experience Gen Z is more likely to lean towards, it's time to discuss designing for it.

Entertain Them

Before you do anything else, think about how to engage Gen Z visitors with entertainment.

According to Reality Bytes, entertainment is the primary reason why they visit the Internet:

Until now, the primary reason why consumers flocked to the Internet was for informational purposes. But that's not all bad news for you as it means you have an excuse to reach out to older clients and say:

"Hey, times are changing! Here's what's on trend now and what your website needs in order to reach these new consumers."

Just be careful: even for the most relaxed and youthful company, you don't want to go over the top with adding entertaining elements into a mobile website. Just because 66% of Generation Z consumers name gaming as their #1 hobby doesn't mean you need to build a mobile game and put it on your site. (Leave that to the gaming app developers.)

Instead, look at subtle ways to surprise Generation Z with something unexpected and engaging.

The first place to start? Video.

KFC has a great example of this right on its home page:

There's a number of reasons why this video example is so awesome.

First, every visitor to the website - both on desktop and mobile - will see it right away. On mobile, visitors can't even scroll down the home page. What you see above is what you get.

Next, this ensures your visitors get a taste of the brand's humor and personality. Whereas content-driven sites or blogs can do that with GIFs and memes, Gen Z might not take the time to read content. Video makes sure they won't miss out.

Also, this video is totally on brand, showcasing KFC's humor in video form.

Even if you don't have a humorous mascot to trot around, show off your client's CEO or other engaging brand ambassador. Video is a great way to quickly suck Gen Z visitors in and let them know this is not going to be a dry or unmemorable experience.

If you don't have video to play with, that's okay. Think about adding humor as you educate visitors. Old Spice demonstrates:

Old Spice is another company that's known for its entertaining video ads. However, their website also contains some humorous gems where you'd least expect them:

In the Ingredients section.

Visitors that are concerned about the ingredients within their deodorant can visit this page to learn more about what goes into each of the products. But read those descriptions closely. Not only are they transparent about what's inside, but they also do it in a casual and playful way which says:

"Hey, we're taking your concerns seriously. But don't sweat it. We got you."

Another way you can appeal to the entertainment-loving Generation Z is to add a social component to your site.

Don't worry about building your own social network, community or forum either. Gen Z is going to flock to their favorite social platforms for that purpose: YouTube, Snapchat, Instagram, etc.

Instead, think about what it is that makes those environments so engage-worthy. Here's an example from the Gymshark Central blog:

The blog post looks like any other. However, at the bottom of each post is this emoji reaction system. That's pretty unique, right? Plus, this type of engagement doesn't require much work from the reader. Simply click on the recognizable and well-labeled emoji and let the writer know what you thought of the content.

Another reason why this works so well is because Gymshark actively targets Gen Z customers. If you look on their website, you'll see a section where they give discounts to college students.

So, if your client's website needs to reach a younger audience, take a lesson from Gymshark. There's no need to do a complete overhaul and convert an otherwise well-designed website into a superficial social network. Instead, add the most engaging elements from social networks and encourage your Gen Z visitors to interact more.

Personalize It

Think about what makes video games and social media so attractive to Gen Z. There's obviously the fun aspect of it, but there's another force at play that keeps users returning time and time again:

And that's personalization.

This is something you should already be designing your mobile websites for as you target millennial consumers. However, if you haven't bothered to add personalized touches to your sites, yet, you're going to need to take this more seriously now.

Forbes Agency Council and YPulse worked together to find out what Generation Z really wants in terms of personalized experiences. Here's a snippet from their findings:

"71% of the 3,000 respondents ages 14-29 said they prefer to receive offers that are customized to their location. In the same survey, 80% said they expect tailored onscreen experiences that not only target location but also recognize their interests and habits - who they are and how they self-identify."

With 44% of Gen Z more likely to give up their personal data than other generations, you can't afford to ignore this one.

One way to deliver a personalized experience based on what Gen Z visitors want is through push notifications. The only problem is, whether you have a mobile website or a progressive web app, push notifications are not supported on iOS devices.

While you can still use them to connect with Android users, consider other means for personalization that will help you connect with 100% of them.

Take, for instance, something as seemingly simple as what Amazon does with data:

As you can see here, Amazon has saved a whole bunch of information about me:

My name and account information;

My cart items (which were not put there on this shopping trip);

My delivery location.

I also happen to own a Fire TV Stick, so this top ad is super relevant to me. Overall, I'm quite pleased with how tailor-made this first step inside the mobile website feels.

If you're building a registration or membership system into your client's website, make sure you're leveraging user data to provide a personalized experience for them.

And if you don't have a reason to ask mobile visitors to log in, that's okay. You can still gather information by placing simply designed email subscription forms on the mobile website - preferably above the fold or at the very bottom. And most definitely on the home page.

Here's a nice example from inkbox:

inkbox has done a nice job with this subscription form. Even if mobile users scroll past the content on the page, they're likely to see that white box screaming back at them, begging them to sign up.

Because there's such a low commitment compared to the potential for such valuable rewards (like information on new products and access to exclusive discounts), Generation Z visitors will love this. Like I said earlier, they're more than willing to give you their personal data if you can make it worth their while.

For mobile websites with a brick-and-mortar presence, geolocation features are non-negotiable. Generation Z shoppers often use their mobile devices while in-store, so this would definitely take their experience to the next level.

One of the easiest ways to implement this is with geolocation sensors like the ones used by The North Face:

The above screenshot is what happens when I use the Find a Store feature on the mobile website. What's great about this is it detected my location (which is currently Boston) and it auto-populated my search query with a nearby store.

Mobile users don't have time to waste and Gen Z certainly won't take kindly to a website that forces them to do all the work. Take what you know about your user - even if all you can detect is a location - and make their job of connecting with you easier.

Make Them Feel Special

Now, there's a difference between adding personal touches to a website and taking it up a notch so that Generation Z visitors feel special. They're going to need you to make them feel like their money and opinions and faces are worth more than anyone else's.

You have to remember, this is the generation that grew up with reality TV and smartphone cameras pointed at their faces. That's why it's no surprise they're known as the "influencer" generation.

On a related note, this makes Generation Z much more likely to build a relationship with brands as there's the hope that, someday, they'll reward their loyalty with a public-facing partnership.

Your clients will ultimately have to decide how far they want to take this. After all, affiliate partnerships and influencer marketing won't make sense for everyone. That said, there are other ways to reap the advantages of having a generation of consumers willing to "help" a brand out.

According to data from the IBM Institute for Business Value and the National Retail Federation, 44% of Generation Z consumers said they'd be happy to share ideas for product design. That makes sense as that level of contribution will make them feel like they have more invested in the relationship with the company.

While your clients need to decide if consumers have any say in the shaping of their offering, you can do something about this from the web design side of things.

Check out what the Panera website is doing to solicit visitors for feedback:

These "Feedback" tabs are a somewhat new feature on the web, but more and more websites are certainly taking advantage of it. With this intro pop-up from Panera, it's looking as though they want to make sure their visitors take notice, too.

This is a smart move in terms of trying to appeal to a younger audience. You let them know, straight out the gate, "We made some changes!" and then ask them to provide feedback. But that's not all. Panera is saying: "Thanks for your help." This implies that they want customers to take a greater part in shaping both the online experience and the brand itself.

There are other ways to make Generation Z feel like they're more than just the average customer.

Sephora has created something called the "Rewards Bazaar" to layer on top of its more traditional BeautyInsider loyalty program:

The Rewards Bazaar program works similarly to credit card points or airline miles programs. In other words, the more money customers spend with Sephora, the more points they accumulate.

And points don't just buy them more Sephora goods. Points buy them experiences, like an Algenist R&R sleep retreat in Tucson, Arizona. They can also get "swag" bundles full of makeup and body products, clothes, artwork and more.

Sephora is rewarding their loyalty with celeb-like treats.

If you want to go crazy and actually encourage Gen Z customers to act like the influencers they so desire to be, take inspiration from this American Eagle example:

Generation Z customers already have their cameras ready to snap the next Insta-worthy photo, so why not give them a reason to put it to good use?

American Eagle has created an influencer-like program called AE x ME. Really, this is nothing more than a brilliant ploy to ask customers for user-generated content that American Eagle can then use on its website and beyond.

Whereas brands usually have to dig around for these types of photos or videos featuring their products in action, American Eagle is saying:

"You're going to take pictures of your awesome new duds anyway. Why not let us show them off to a much larger audience for you?"

That's not the only reward American Eagle dangles in front of influencers. While most of the people featured get a unique URL that features their Instagram handle and some information about them, there's a profile at the bottom of this page that suggests there might be a greater opportunity here.

Daevin tagged American Eagle in one of his posts and then was flown out to become one of the faces in an upcoming campaign for the famous clothing brand. If that's not living the dream for Gen Z influencer wannabes, I don't know what is.

Keep It Real

One last thing to keep in the back of your minds as you design websites for Generation Z is the "keep it real" component. Anyone else remember this Dave Chappelle gem?

Dave Chappelle struggles to keep it real, long before Gen Z had a say in it. (Source: Giphy)

Gen Z has very high standards when it comes to the authenticity of a company. And, not only that, they expect brands to be socially good, too.

Reality Bytes reports that:

79% of Gen Z consumers respect brands more if they keep their images Photoshop-free.

84% of them trust companies that put real customers in their ad campaigns (see American Eagle's example above).

69% of them will buy from companies that give money to and support good causes.

Really, what all of this data points to is this:

Generation Z wants to know that they're engaging with genuinely good and honest people; not just a brand name.

That's why, if your clients have a strong mission and values, their websites need to have one page specifically dedicated to them.

One way to do this is with a partnership highlight page like eos has:

The eos website actually has two pages dedicated to this recycling cause. The first is called "Social Responsibility" where the company discusses its mission to build clean products. The second is called "TerraCycle" where it goes more into the recycling partnership.

For consumers looking to buy from companies that take causes like this seriously, these landing pages may be all they need to convince them to convert.

Samsung does something similar on its About Us page, except the key difference is that it calls out social responsibility and sustainability as part of its core company values:

This way, it's not just Samsung telling customers where their products come from or where they end up. Instead, their entire identity becomes synonymous with this mission to create a better world.

When you compare them to companies that prioritize profit before anything else or who have been accused of being dishonest for the purposes of driving up their bottom line, Samsung stands out as a shining example of what to do.

Another way to stand out with this concept of social goodness is by showing customers how they're contributing to a good cause by giving their business to them.

The Giving Keys is a brand that's built its entire concept around this.

The Giving Keys isn't just a website to buy jewelry from. This is a place where consumers can make a difference in more ways than one. It works like this:

Customers purchase a piece of jewelry and add a personalized inscription to the key charm.

They then give the inspirational message jewelry to someone who needs it. (The website features a section where customers can "Share Your Story" to talk about who they gave it to and why.)

In turn, the company uses a portion of the sale to help create jobs for the homeless.

This is the kind of thing that makes Generation Z stop and think twice about giving their money to a money-hungry mega brand instead of a smaller company that backs a good cause.

Wrapping Up

It's an interesting thing, isn't? Raise kids in a certain timeframe and environment and they'll turn out to be completely different shoppers than the generations before them.

Thankfully, the same kinds of technologies that have powered Generation Z's lives are the ones we can use to learn more about them. And we've certainly learned a lot. As you go about designing websites for clients in the future, don't forget to bring up the Gen Z question to them. Even if they're not selling to them now, someday in the not-so-distant future, they will.

Further Reading on SmashingMag:

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Rundown Of Gen Z: What Does This Mean For Mobile Designers? - Smashing Magazine

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Has Generation Z been part of your discussions with web design clients? If not, then it's time you factored it in. As Gen Z gets older and their spending power becomes more obvious, your clients are going to need you to design their websites in a way that appeals to their specific demands.

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Thu, 14 Jul 2016, in Marketing

When you think of Generation Z, what's the first thing that comes to mind?

Born between 1995-2012, these young people are just becoming adults. They're also a huge chunk of world population, with over 23 million people and growing. Entitled, tech-immersed children with short attention spans? Whatever you think you know about Gen Zs, it's time to leave it at the door.

What most don't realize is that they will soon be (if they aren't already) your customer. That's right, as Gen Zs begin taking over the consumer market, companies should understand that in just 5 short years, they may account for as much as half of all consumers.

Say hello to more screen-addicted buyers

Sure, Gen Z is the first real generation to be raised exclusively with smartphones. With the average child getting their first mobile device at age 10.3, we think the worst in mobile device dependency is yet to come.

Instead, they are pragmatists. Knowledge is plentiful - so they don't value it nearly as much as they value their time. As a result, they have a radar for "sales-y pitches" and are quite good at filtering out whether something is worth their time.

Since Generation Z have grown up or lived through the 2008 recession, they learned it was "cool" to save a dollar. This is one of the reasons prices are still important to them - all the while their expectations are much more demanding in other areas.

Today's younger buyers are a lot less loyal to particular brands and don't place much importance on online shopping versus visiting a brick-and-mortar store, for instance. Most importantly, they care about the experience, regardless of the channel they choose.

Once something has demonstrated attention-worthiness, Gen Z can become intensely committed and focused. [Gen Zs] have come of age with an Internet that's allowed them to go deep on any topic of their choosing and learn from like-minded fans.

claims Jeremy Finch of the Altitude design consultancy for FastCoExist. This is something that hasn't been the case with previous generations that required a certain degree of "nudging" to a desired decision.

Nevertheless, you can still make Generation Z your customers - and here's how:

1. Offer an immediate & perfect match

Unlike people born into previous generations, Gen Zs grew up with a slew of immediate messaging applications and image-heavy apps.

A pleasant or thoughtful touch for an older customer will be taken for granted by younger one. Moving from personalized, one-on-one customer service towards immediate answers via a self-service app is something young people have come to expect.

Imagine you run a pizza store that gets the bulk of sales from deliveries. At 9 am you may have no pizza orders, at noon you may receive just a few orders and after 8 pm you may get as many as 40 orders at once.

The obvious solution may be to hire more drivers - and if you have more drivers, you'll be able to cover crunch times with ease. Then again, if you get a sizable amount of orders during lunch, you'll still need drivers at that time but they'll see downtime until the evening, when demand picks up again.

These matters are irrelevant to Gen Z customers - they want a mobile app, their pizza hot and delivered within 30 minutes. If not, they'll get their pizza elsewhere.

Nothing wrong with that. Some of us are crazy about our pizzas.

2. Be truly loyal to the customer

What's that? You want loyal customers?

We're constantly told that engaged customers are the key to growth. It's not hard to see why: not only they ensure repeat sales, they're also likely to purchase high-margin items and consume less marketing material.

This, however is "outdated thinking", believes Marcie Merriman, executive director of growth strategy at Ernst & Young:

Gen Zs expect organizations, brand sand retailers to treat them like gold. If they don't feel this, they will simply move on. [To them] it's not about being loyal to the business

Graze, a snack delivery service based out of UK could have easily explained their policy at first reply & left the customer to their own devices.

Instead, the company continued to offer workarounds so the customer could reach her objective. In essence, this is what being loyal to customers is all about: sticking with them through thick and thin.

This doesn't cost the organization much, but make a world of a difference to the customer - particularly when done on public social media pages.

3. Cut down on "page fat"

Younger audiences grew up with bite-sized spurts of information propagated by the likes of Twitter, Snapchat and Periscope. As a result, their attention is hard to grab and even harder to keep.

Companies should think about adding a news feed or "what's new" so customers have a place to focus their attention after landing on your page.

Visitors should have the ability to sort content, allowing them to see how common (or how important) that bit of information that interests them is. This can be complimented by an idea management board with status updates to encourage targeted feedback and discourage duplicate posts.

4. Give 'em more visuals

As technological advances push the interactivity bar higher, you can bet that Gen Zs are on top of it, whether it's graphics, videos or the newest sliding menu.

ConversionXL found that conversions are increased threefold when the correct image is used on the landing page - particularly that of another person. Similarly, context (a person physically using your product) establishes much-needed trust and is something that's been proven by psychology.

Younger viewers are more likely to require such validation.

5. Be available... everywhere

The user experience isn't limited to one screen - and we've been (slowly) adapting to this fact.

For example, many TV programs such as game shows and advertisements have long asked us to use social media or visit a certain website for an enhanced user experience.

When visitors land your website via their TV, desktop, laptop, tablet or mobile device, they want their experience to be fluid and seamless. They don't want to repeat themselves when they change the channel to communicate to another representative. Besides, single-channel resolution is quickly becoming the accepted status quo among businesses and customers alike.

6. It helps to have a vision

Customers have a vision (or rather, an objective) of their own. If they reach their objective and have a great experience doing it, they will remember.

And - if your brand happens to be in the center of it all, then you've just gotten yourself some free advertising.

While boomers were always generally extrinsically motivated, (that is, by money and material things), millennials have been more intrinsically motivated - especially in the wake of the recession. In fact, they would much rather love what they do in life than be motivated by financial rewards. Gen Z are more attuned with the greater purpose, things like transparency, social responsibility and values - the place where millennials essentially left off.

Younger customers want to make a difference and like to pair up with organizations that inspire them. They want to know:

What sets you apart from the pack?

Are you offering better customer service?

Are you treating employees differently?

Is there a mandate to save on waste and reinvesting profits in a local community?

This decade has presented us with many on-demand, simple, mission-driven businesses. Giants such as Uber and Zappos keep their missions, design and corporate images closely aligned with customer objectives. These forward-thinking organizations know full well how to combine real-time demand with long-term data to raise the user experience bar for all.

Tags: marketing

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Why Generation Z Wants Only Perfect Customer Service

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Thu, 14 Jul 2016, in Marketing When you think of Generation Z, what's the first thing that comes to mind? Born between 1995-2012, these young people are just becoming adults. They're also a huge chunk of world population, with over 23 million people and growing. Entitled, tech-immersed children with short attention spans?

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5 Stats on Gen Z Spending Habits Marketers Should Know | Khoros

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Uncover key insights about Gen Z spending habits so you can tailor your marketing strategy to help your brand connect with this audience.

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Here you will find the answers to your questions about shopping on this site, your order, payment, shipping, return options and more. Simply select from the categories below or on the right for complete information. If you cannot find the answer you are looking for, do not hesitate to contact us.

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27 KPI Examples: A Guide to Great Key Performance Indicators

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See the our ultimate key performance indicator guide that includes an overview on what is a KPI, the benefits of good indicators, and 27 KPI examples we love.