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The Importance of Studying Consumer Behaviour

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The Importance of Studying Consumer Behaviour

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Frankfurt School of Finance & Management

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The importance of studying consumer behavior

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Kidfluence: How Kids Influence Buying Behaviour

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Kidfluence: How Kids Influence Buying Behaviour

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Kidfluence: How Kids Influence Buying Behavior

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Kidfluence: How Kids Influence Buying Behavior

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New data reveals how they impact what parents buy and how much money they spend.

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PwC’s third annual survey of Irish consumers reveals a progressive, value-based mindset is driving brands to focus on customer experience to deliver retail returns.

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Consumers are becoming increasingly discerning when it comes to the types of food products they purchase and are eager to know about food provenance, ingredients and the impact buying a product will have on the environment.

Markets are adapting, partly because they want to be more responsible, but also because they are being driven to do so by consumer demands.

Key areas where this is evident are in the areas of labelling, organics and the environment including sustainability and waste.

Grace Binchy, Insight and Innovation Specialist at Bord Bia, says that as part of the organisations PERIscope study, it was revealed that consumers find packaging and labelling hard to understand and navigate.

"Consumers are trying to eat healthier and they are looking for companies to facilitate them in that. 46 per cent of Irish consumers are often confused as to what they should eat to stay healthy. Checking nutritional labels is important to six out of 10 people but the language is often unclear for consumers.

"Packaging aesthetics are also changing - with packaging becoming increasingly cleaner, minimalist and simple in line with better ingredients in some cases," she says.

Consumers view claims as important, 61per cent check claims but they are hard to understand as is food labelling. The challenge to business owners is to try to improve the language to make it as clear as possible. For "healthy" products it might say that the product is "raw", or "only has five ingredients" but the product could actually have more sugar in it than its perceived less healthy competitor.

In terms of organic, in 2003 only 40 per cent of people have "ever bought organic", in 2017 that figure increased to 71 per cent, a "significant increase" Binchy says.

"We're seeing a growing range of organic produce and pricing has probably come down in some categories with growth in demand helping this."

Consumers are saying they are more conscious of environmental issues when it comes to choosing products, with one in two preferring to buy green if possible. Eight out of 10 are checking for country of origin while quality symbols are important to consumer too with 75 per cent checking for these.

Environmental awareness has evolved for a number of reasons - at a local level government initiatives such as the Green Schools programme; Race Against Waste and on an international level and from a media perspective people like Al Gore and Sir David Attenborough are championing the cause as well as many others in the world of fashion like Stella McCartney.

"We have seen something that was the concern of a niche few becoming more mainstream. In line with that we are also seeing a rise in veganism and alternative proteins. Protein producers are going to have to look at their supply chain processes and behave in a more responsible way. Consumers are increasingly scrutinising what goes on behind the scenes of businesses and are able to scrutinise in a way that they haven't in the past thanks to the technology that is now there to facilitate that," she says.

While consumers are changing, not just their attitudes towards food at an astonishing rate, it's also clear that they are shopping differently, David Meagher, Head of Agribusiness at KPMG, says.

"Affluence, digitisation, health, nutrition and sustainability are all informing consumer choices. For example - smartphones will become many customers' primary shopping tool. Retailers who don't get this right may struggle. If you're a supplier to a retail organisation that gets left behind in this space - the implications are significant," he says.

Meanwhile, the evolution of co-ops into global food and nutrition businesses illustrates the fact that they need to evolve in order to survive. He says they are unrecognisable from even a decade ago.

"Your product mix needs to meet the changing needs and concerns of your customers. So for example, last year we saw Danone acquire WhiteWave for €12.3 billion to increase their exposure to plant-based alternatives and the organic food market."

Values that drive food industry consumption are changing according to Michael McMahon, Senior Manager Strategy and Operations at Deloitte.

A report carried out by them in recent years looked at the traditional value drivers such as price, taste, convenience and then emerging value drivers, including health and wellness, safety, social impact, experience and transparency. "From this it emerged that the new drivers are just as important to consumers as the more traditional ones," he says.

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Consumers are becoming increasingly discerning when it comes to the types of food products they purchase and are eager to know about food provenance, ingredients and the impact buying a product will have on the environment. Markets are adapting, partly because they want to be more responsible, but also because they are being driven to do so by consumer demands.

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Your Lifestyle and hobbies

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The Top Influencers in Lots of Industries

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The Top Influencers in Lots of Industries

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In 2017, 92% of marketers who used influencer marketing found it to be effective.

Influencer marketing has grown steadily in popularity over the past few years, and for good reason -- oftentimes, customers trust influencers over celebrities when choosing which products to buy, or which brands to endorse.

In fact, marketers have seen such success from influencer marketing that , it's critical you consider implementing an influencer almost 40% of them plan to increase their influencer budget in 2018 and beyond.To compete on one of the most popular social media platforms marketing campaign. But if you've never used an influencer before, the task can seem daunting -- who's truly the best advocate for your brand?

Here, we've cultivated a list of the best Instagram influencers in every industry -- simply scroll to your industry, and take a look at the top influencers that could help you take your business to the next level. We've also included links to each of their Instagram accounts, so you can check out their pages and begin DM-ing them, immediately.

Top Food Influencers on Instagram

Top Travel Influencers on Instagram

Top Fashion & Style Influencers on Instagram

Top Photography Influencers on Instagram

Top Lifestyle Influencers on Instagram

Top Design Influencers on Instagram

Top Beauty Influencers on Instagram

Top Sport & Fitness Influencers on Instagram

Jamie Oliver, a world renowned chef and restaurateur, is Instagram famous for his approachable and delicious-looking cuisine. His page reflects a mix of food pictures, recipes, and photos of his family and personal life. His love of beautiful food and teaching others to cook is clearly evident, which must be one of the many reasons why he has nearly eight million followers.

Celebrity chef David Chang is best known for his world-famous restaurants and big personality. Chang was a judge on Top Chef and created his own Netflix show called Ugly Delicious, both of which elevated his popularity and likely led to his huge followship on Instagram. Most of his feed is filled with food videos that will make you drool.

Travel bloggers Jack Morris (@doyoutravel) and Lauren Bullen (@gypsea_lust)
have dream jobs -- the couple travels to some of the most beautiful places around the world and documents their trips on Instagram. They have developed a unique and recognizable Instagram aesthetic that their combined 4.8 million Instagram followers love, using the same few filters and posting the most striking travel destinations.

The Gee family, better known as the Bucket List Family, travel around the world with their three kids and post videos and images of their trips to YouTube and Instagram. They are constantly sharing pictures and stories of their adventures in exotic places. This nomad lifestyle is enjoyed by their 1.8 million followers.

Chiara Ferragni is an Italian fashion influencer who started her blog The Blonde Salad to share tips, photos, and clothing lines. Ferragni has been recognized as one of the most influential people of her generation, listed on Forbes' 30 Under 30 and the Bloglovin' Award Blogger of the Year.

Model and fashion designer Alexa Chung is Instagram famous for her elegant yet charming style and photos. After her modeling career, she collaborated with many brands like Mulberry and Madewell to create her own collection, making a name for herself in the fashion world. Today, she shares artistic yet fun photos with her 3.4 million Instagram followers.

Starting in 2011, a Instagram phenomenon called "Follow Me" took over the social platform: all the images depicted someone holding the photographer's hand, pulling them towards some incredible vista. This began with Murad Osmann -- a Russian photographer with four4 million followers -- who took photos of his girlfriend pulling him to a destination that eventually went viral.

Jimmy Chin is an award-winning professional photographer who captures high-intensity shots of climbing expeditions and natural panoramas. He has won multiple awards for his work, and he is recognized by his 2.4 million Instagram followers for his talent.

Jannid Olsson Delér is a lifestyle and fashion blogger that gathered a huge social media following for her photos of outfits, vacations, and her overall aspirational life. Her 1.3 million followers look to her for travel and fashion inspirations.

Design*Sponge is a design blog authored by Grace Bonney, an influencer recognized by the New York Times, Forbes, and other major publications for her impact on the creative community. Her Instagram posts reflect her elegant yet approachable creative advice, and nearly a million users follow her account for her bright and charismatic feed.

Huda Kattan took the beauty world by storm -- her Instagram began with makeup tutorials and reviews and turned into a cosmetics empire. Huda now has 1.3 million Instagram followers and a company valued at $1.2 billion. Her homepage is filled with makeup videos and snaps of her luxury lifestyle.

Zoe Sugg runs a fashion, beauty, and lifestyle blog and has nearly 10 million followers on Instagram. She also has an incredibly successful YouTube channel, and has written best-selling books on the experience of viral bloggers. Her feed consists mostly of food, her pug, selfies, and trendy outfits.

Jeffree Star is one of the most widely recognized makeup celebrities in the world -- in addition to his own cosmetic line, he reviews the latest and greatest in makeup on his YouTube channel. He has risen to celebrity status for his entertaining content and commentary, and his Instagram is full of creative makeup applications for his 13.6 million followers.

Sjana Elise Earp is a lifestyle influencer who keeps her Instagram feed full of beautiful photos of her travels. She actively promotes yoga and healthy living to her 1.6 million followers, becoming an advocate for an exercise program called SWEAT.

Personal trainer Massy Arias is known for her fitness videos and healthy lifestyle. Her feed aims to inspire her 2.6 million followers to keep training and never give up on their health. Arias has capitalized on fitness trends on Instagram and proven to both herself and her followers that exercise can improve all areas of your life.

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The Ultimate List of Instagram Influencers in Every Industry (135 and Counting!)

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In 2017, 92% of marketers who used influencer marketing found it to be effective. Influencer marketing has grown steadily in popularity over the past few years, and for good reason -- oftentimes, customers trust influencers over celebrities when choosing which products to buy, or which brands to endorse.

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How Covid has changed shoppers buying behaviour

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It's been nearly eight weeks since the World Health Organization (WHO) declared the Covid-19 outbreak a global pandemic. In this time, the retail space as we know it has had to completely evolve.

Without warning and without choice, brands and retailers have had to adapt to a pandemic that no one saw coming. As a direct result of Covid-19, many non-essential physical stores have been forced to close until further notice. Stores that have remained open have suffered from reduced/rationed stock and social distancing requirements. These actions have resulted in consumers changing their shopping behaviours, which in many cases has resulted in more transactions moving online.

With a network of over 6,200 brand and retailer sites as our client base, Bazaarvoice has unique visibility into current online shopping activity. We have analysed the different patterns and changes in behaviour, from increases and decreases in product page views to orders placed, reviews submitted and questions asked. We've reviewed this data globally across more than 20 product categories and compared it to the same time period in 2019, as well as the earlier months in 2020.

How people were shopping in March 2020 - the beginning of the shutdown

During the earliest stages of the lockdown in March 2020, data from the Bazaarvoice Network shows that customers started to really embrace online shopping and began setting themselves up for what looked to be a long period spent at home. We saw a 21% increase in online orders in March 2020 vs March 2019, and in a survey we conducted with over 3,000 members of the Influenster community, 41% of respondents said that they were currently shopping online for things they would normally shop for in-store.

This data highlights what most of us are currently experiencing, as we are having to change our normal shopping habits and look to purchase more items online than we all usually would. When we compared March 2020 vs March 2019, we saw a 25% increase in page views. This is likely due to the increase in time consumers have to search for new products, now that they are mostly housebound, and the fact that they may be purchasing brands they are not familiar with due to limited product availability.

As people get used to spending longer periods of time at home, they are moving past the necessity phase.

The increase in page views led us to analyse the network data by category to help highlight which products people were browsing, versus which products people were actually purchasing. We saw a year-over-year increase in page views and order count for nearly every product category, but it was the food, beverage and tobacco, toys and games, and sporting goods categories that were in the top five for growth in both page views and order count.

It's no surprise to see that people prioritised necessities, and also that they looked for ways to entertain themselves and their families.

It's interesting to note that not all categories have seen the same growth that we mentioned above. Browsing activity is on par with last year for apparel and accessories products, but buying behaviour is down.

This may be due to people not wanting to purchase items in this category until they know when social distancing measures might ease off, yet still wanting to browse the items so they're up to date with current trends and offers. Luggage and bags have seen a reduction in browsing and buying behaviour, which is expected due to the social distancing measures and restrictions meaning that people aren't travelling as they were before.

How that differs from online shopping throughout April 2020

Now to take a look at April 2020. If we compare the data month-on-month, we can see that the stats for April are growing even more rapidly than they were for March. While we can see that page views and order count are trending upwards, with a 75% increase and 95% increase respectively, we wanted to delve into whether the number of reviews shoppers were leaving has also increased.

The data highlights that review count is up, with April growing at 32% year-over-year. As shoppers are increasing the number of items that they purchase, this is likely triggering more post-interaction emails than usual. Question submission - which is where a shopper submits a question around a particular product, such as asking for dimensions or whether they can use it in a specific way - is also seeing positive growth year-over-year, with an increase of 54% in April.

This increase in review and question counts shows that brands, now more than ever, need to engage with their customers. They can do this by answering any questions that they are submitting and also by taking the time to analyse their reviews, to help improve the overall experience for their customers.

Nearing the end of April, we're seeing toys and games, arts and entertainment, animals and pet supplies, business and industrial, and sporting goods pulling in the largest number of page views. They have pushed the food, beverage and tobacco, and office supplies categories out of the top five.

This is an interesting change in shopper behaviour, as it may highlight that as people get used to spending longer periods of time at home, they are moving past the necessity phase and are now looking to prioritise different categories. This is also true for order count where we see that hardware, sporting goods, vehicles and parts, business and industrial, and arts and entertainment hold the top five spots.

Top priorities for shoppers

Alongside the products that people are viewing and purchasing, consumers' priorities are also changing as a result of Covid-19. According to our survey, before the pandemic, respondents' main priorities when purchasing were quality (48%), price (47%) and brand (24%). Now, they're mostly focused on availability (49%), price (36%) and quality (34%).

It makes sense that availability is such a concern - over half (58%) of respondents said that they have experienced product shortages at stores from which they've tried to make a purchase. When asked if they feel like they have access to essential and non-essential supplies, 44% said that they're getting by, but it's tricky. Only 30% said that they have been able to get everything they need quite easily.

It's very interesting to see the change in priority for shoppers, with the focus moving to availability. This will prove a key time for consumers to try new brands that they perhaps wouldn't have before. This may result in a change in brand loyalty for some consumers who discover new products as part of their new shopping experiences.

Change to shopper circumstances

While we have delved into how people's shopping behaviour is changing, we are also interested in some of the specific reasons behind why it may be changing, and one of those is changes in our work circumstances. In a recent survey we conducted with over 2,800 members of the Influenster community, we were interested to find out how people's working situations have changed, as that will have a direct impact on how consumers are shopping and products they are prioritising.

Only 30% said that they have been able to get everything they need quite easily.

Thirty-six percent of respondents are still working their regular hours with their usual salary, while 22% have experienced lay-offs, and a further 8% are anticipating some sort of change based on their company's current situation. The remaining 34% have experienced either reduced hours, reduced pay, been furloughed or have had to use their paid time off during this time.

As Covid-19 and its impacts continue, we are likely to see further changes to people's working situations, which may alter shopping behaviour further.

What could this mean for retail?

While it's key to explore how shopper behaviour is changing throughout this period, the question many people want the answer to is what long lasting impact will Covid-19 have on ecommerce and shopping habits. Which categories will people continue to increase spend in, and which will likely become less of a priority?

The shift we've seen in consumers moving to online shopping can only help to accelerate innovation in ecommerce across multiple industries. As companies have been working hard to improve their ecommerce experience - whether that be from improving delivery times, updating product descriptions on web pages, or utilising ratings and reviews across their products - it will be interesting to see whether once Covid-19 is over these consumers keep shopping online, or if they will want to return to shopping in physical stores.

We just don't know yet. But one thing is for sure: brands that provide a seamless, informative online experience are poised to succeed during this challenging time.
Suzin Wold is SVP of marketing at Bazaarvoice. Read our latest Bazaarvoice blog post to find all of the data points and analysis by category from 1 March.

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How Covid-19 has changed shopper behaviour

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It's been nearly eight weeks since the World Health Organization (WHO) declared the Covid-19 outbreak a global pandemic. In this time, the retail space as we know it has had to completely evolve. Without warning and without choice, brands and retailers have had to adapt to a pandemic that no one saw coming.

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Conduct a search on the internet, including anti-brand sites, in order to identify the potential causes and consequences of brand hate.

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New research in psychology identifies five types of brand hate, and their impact on behaviour.
Randy Colas

In the age of cancel culture, it's a universal experience to intermittently hate a brand. Maybe you lost a package, had a flight delayed, experienced poor customer service, or had a product fall apart soon after you bought it. Maybe you learned something dubious about a brand's social or environmental impact and decided to #grabyourwallet. Maybe, after that experience, you even swore to never buy from that brand, do business with them, or support them in any way, and it's likely you vented online or told those close to you to boycott them too.

Recent incidents-such as the consumer backlash against SoulCycle for the political leanings of one of their board members-suggest that this is the new normal, and history proves that boycotts do, indeed, work. Research in psychology and neuroscience has proven time and time again that negative emotions have a much stronger impact on behaviour than positive ones. Yet, brands keep wading into boycott-territory and inspiring ire in their audiences with missteps and tone-deafness. As Vanity Fair declares that "corporate ethics has come for us all," it's impossible to ignore the mainstream awareness and interest in how businesses interact with wider society. In a world where authenticity, loyalty, attachment, and resonance are among the most sought after cultural currencies, why aren't we thinking enough about what can upend them all in a heartbeat- brand hate?

It may seem applicable to only the extreme end of the spectrum, for brands that make insurmountable cultural missteps. But research published in 2018 in Psychology and Marketing suggests that even the most loved brands inspire considerable amounts of brand hate, largely due to the fact that branding is now part of how people communicate their personal style and identities. In our age of personal branding on social media, brand hate is one of the ways in which consumers identify who they are, and who they are not. It's also the way that consumers hold businesses accountable for how they behave in society, even if it's sometimes an idle threat. In an age of increasing transparency, a "brand" isn't just a logo and a product line, it's also the byproduct of the organisation's internal culture, and an offshoot of how a company contributes to society. If a brand doesn't live up to what their community expects, and doesn't strive to represent what their audience and wider society care about, they're prime candidates for brand hate. Outcomes of this can manifest in a variety of ways through boycotting's equally unsavoury cousins: brand ridicule, brand switching, and the oft-feared brand revenge.

The first step to avoiding the hate-mob is understanding it, and research in this area is picking up steam. In the wake of publications such as Dr. S Umit Kucuk's Brand Hate: Navigating Consumer Negativity in the Digital World, articles are popping up in psychology journals across the globe. A new study published this year by Dr. Marc Fetscherin in the Journal of Business Research outlines a framework of five different types of brand hate, and discusses how they intersect with the multidimensional ways that human beings hate things in general. Fetscherin built this framework on the work of American psychologist Robert J. Sternberg's " Duplex Theory of Hate," which describes hate as a product of three underlying emotions: disgust, contempt, and anger. From this, Fetscherin identified five different types of hate that manifest in different brand outcomes:

In our age of personal branding on social media, brand hate is one of the ways in which consumers ... [+]
Clem Onojeghuo

1. Cool hate leads to brand switching
Cool hate is the product of disgust. It's when people want nothing to do with your brand at all, and seek to avoid it by switching to another brand or provider. It's considered cool because its behavioural outcome is passive, as people simply leave rather than attempting to confront for change the brand. Research in psychology suggests that people naturally respond with feelings of disgust by exhibiting avoidance-oriented coping, which maps directly onto brand switching behaviour.

This is best exemplified by the rise of challenger banks. In light of consumer disgust at the abuse of trust that led to the 2007 financial crisis, big banks have had a very hard time rebuilding their brands as good corporate citizens. While many people protested and called for structural change, the lasting consumer outcome has been ongoing brand switching away from big banks to their smaller counterparts. While the rise of challenger banks is also driven by other factors (convenience, ease-of-use, social proof bias, and good UX, among others), it also stands as a good example of how disgust can lead to long term ramifications for entire industries.
2. Simmering hate leads to private complaining
At the intersection of disgust and contempt, we get simmering hate. On the importance scale, Fetscherin rates this type of hate as weak, though it is the precursor to its destructive sibling: burning hate. Simmering hate can best be described as negative word of mouth behaviour that centres on close family and friends, with the intention of protecting those close to them from "unjust actions," or simply venting. It's hatred without the "anger" component, which still contains some contempt as it leads to brand resentment. This is particularly relevant from an organisational behaviour perspective, where research shows that unhappy or mistreated employees cost more than just the reputation of a business. Research shows that private negative word-of-mouth within a business is a time and resource sink for a brand, which could be avoided altogether with proactive planning and ethical internal leadership practices.

Examples of simmering hate in consumer relationshipsare numerous, but may look a lot like public transport users in Washington DC venting frustration about the notoriously frequent breakdowns on their public metro. Of course, as a public brand, the DC Metro is still widely used and loved, but it has become the brunt of inside jokes about the shared experiences of DC transit users through consistent negative word-of-mouth. The risks for this type of hate depend on how far it escalates, and whether or not a brand oversteps a boundary and inspires the anger component of hate, as they do in burning hate.
3. Burning hate leads to public complaining and brand revenge
Burning hate sits at the intersection of all three elements that make up hate: disgust, contempt, and anger. As such, it has two key strong and long-term outcomes that we readily see in today's cancel culture. Firstly, burning hate leads to public complaining, which Fetscherin rates as strong importance on the scale of brand hate. As 86% of people (and 95% of 18-34 year olds) read reviews for local businesses before frequenting them, public complaining can have an incredible impact on a brand's credibility. It's why Amazon is full of fake positive reviews from brands trying to insure against citizen backlash and unjustly boost their credibility.

The second and arguably most extreme outcome at the intersection of disgust, contempt, and anger is brand revenge. Yes, it is as bad as it sounds. Fetscherin defines this as "feelings of revilement toward the hated target, which is perceived as a threat and must be fought directly." This is where citizen commitment and passion play a part in the long term destruction of a brand, often in response to brands who pose a threat to civil society. This can be seen in the brand revenge on the Weinstein Company, which liquidated in response to the public disgust, anger, and contempt for their founder and sexual predator Harvey Weinstein's deplorable behaviour. As social movements like #MeToo rightly push for visibility and accountability, brands that don't commit to contributing positively to civil society will inevitably face extinction at the hands of empowered consumers.

Though the previous example may seem extreme for the everyday brand, it's not the only example of brand revenge that could have long-term consequences. When Apple launched its 2012 ad campaign for its digital assistant Siri, it was slapped with a class-action lawsuit by consumers calling foul on the misleading claims made about Siri's capabilities. Though the incident didn't greatly impact Apple's ongoing success, it did cast a shadow of doubt on the entire digital assistant category. Competitors like Google Assistant and Amazon Echo had to define their offering out of that dubious ground, creating challenges for all three tech giants along the way.
4. Boiling hate leads to brand retaliation
Boiling hate is burning hate's short-term cousin, and sits at the intersection of disgust and anger. Whereas burning hate creates a sense of long-term revenge, boiling hate is where we see short-term brand boycotts and rapid response changes in company policy in light of consumer backlash. One such recent example of the power of boiling hate emerged in the wake of the heartbreaking and infuriatingly regular mass shootings in the United States. Companies such as Delta Airlines, Hertz, and Best Western moved en masse to remove special discounts for National Rifle Association (NRA) members in order to stand in solidarity against the gun lobby. Even though these brands have limited power to affect the regulatory change necessary to truly quell the boiling hate that characterises the gun control debate, their symbolic gestures helped to make high-profile public statements that acknowledge the feelings of citizens across the country.
5. leads to a "willingness to make financial sacrifices" (WFS)
Hot hate, according to Fetscherin, is the brand hate that is made up of pure anger, and manifests in people paying more for goods and services in order to protest or reject a brand. A "willingness to make financial sacrifices" or WFS is a new variable into the study of how people interact with brands, and is often part of the conversation around ethical consumerism in general. The #grabyourwallet movement, which launched in 2016, has now successfully covered almost all sectors as people seek to put their money where their mouth is. While the trend of ethical and sustainable purchasing is well known, and research suggests as many as 73% of millennials would pay more for sustainable products, it's also well known that ethical consumerism comes at a cost. It's now widely considered a privilege to be a completely conscious consumer, as consuming unethically is-for the most part- cheaper. This is beginning to change, as think pieces about saving the planet while saving your hard earned wages are popping up with increasing regularity.
So, what do we do with all this hate?
Voting with purchasing behaviour can't be discounted just yet, though, as it's becoming part of youth cultures. This can already be seen as consumption habits in the highly unsustainable fashion industry are turning towards peer-to-peer commerce apps like Depop. It's not enough for a brand to just make a sustainability pledge anymore, as people are now changing their purchasing behaviour as a means of holding businesses accountable.

The best way to manage hate is to proactively avoid it altogether. An article published this year in Harvard Business Review suggests that creating an ethical organisation isn't an issue of belief, but an issue of design. This has to be built into the way that an organisation functions, before any product or message ever meets the public. Looking back, it seems Bill Taylor's pronouncement " Brand is Culture, Culture is Brand" hasn't aged a day from its publication nearly ten years ago, and Naomi Klein's book No Logo, which helped define a zeitgeist in the 90s, is more relevant than ever, now 20 years after it first hit the shelves. Authenticity is the greatest factor in designing the ethical business of the future, as it's the foundation of credibility in today's society. It all starts with better listening, better prosocial organisational design, and, simply put, some good, old-fashioned honesty.

... Read More

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In the age of cancel culture, it's a universal experience to intermittently hate a brand. New research in psychology outlines five different types of "brand hate," their impact on consumer behaviour, and what this means for the ethical brands of the future.

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Highlight some of the main social media influencers relevant to your market, age group and interests. In the tutorial we will assess and discuss the extent to which these influencers have affected your consumption habits.

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With the Instagram industry worth well over 1.7 billion dollars and other social media platforms' following shortly behind, we've seen a staggering increase in celebrities and influencers dominating our social feeds with branded content, gifted products and annual partnerships forming on a whole new level. Now with the rise of new media platforms like TikTok and Twitch paving their way onto our screens, we've rounded together 12 influencers to watch in 2020.
Cash Baker
Probably more well known among the younger set, Cash Baker, his brother Maverick and sister Lani, are on a viral rising surge thanks to the staggering popularity of TikTok. With a collective reach of over 30 million followers on TikTok alone, the Baker family create similar comedic stunts and video content to the Paul brothers and their popularity is ever growing. Their audience engagement is seriously impressive too, with Cash Baker alone has over 650 million people liking his videos on the social platform.

Having begun her career as a freelance make up artist, Desi Perkins now inspires thousands of individuals daily with her lifestyle and beauty content. With an impressive 3.9 million followers on Instagram alone, Desi creates effortless and easy to follow make up tutorials, ever-popular haul videos and neat interior and lifestyle content.
Jette
With over 80 thousand followers at just 22 years-old, fashion and design Instagram influencer Jette has an impressive engagement rate of around 18% per social post. Largely focusing on fashion and beauty, Jette incorporates illustration in each post and has begun working with major German brands. Serious Instafeed goals if we ever saw them.

For the last couple of years we've seen a huge increase in CGI influencers and in 2020 their influence is only set to rise. Rising up the ranks is Shudu, the world's very first digital supermodel, who's been accumulating partnership deals from major brands like Fenty Beauty, Ellesse, Tiffany&Co., and was also interviewed by Harpers Bazaar Arabia in 2019. Rocketing into 2020, expect fiercer looks, statement shots and bigger brand partnerships.

If travel photography is your bag, the one to watch in 2020 is photographer Kyle Mijlof. Having travelled to over 60 countries, Mijlof's photography captivates Mother Earth's natural beauty at its finest and will make you want to get on the next flight outta the city.
Valencia De'La Clay
Gaining recognition and following from her embodiment of Instagram videos portraying herself teaching, or rather empowering, eighth grade students in her classes, Valencia De'Lay Clay's following has since soared into its own. In her teachings, she helps to push her students to their fullest potential, think critically and consciously, and be confident in doing so.

Like many, Eugene Lee Yang first shone to fame through his extensive work at BuzzFeed. He's one of BuzzFeed's Try Guys and now has over 6.5 million subscribers on his own YouTube channel. 2019 saw Eugene release a coming out music video, as well as an accompanying documentary video displaying his thought process on coming out in the public sphere. He now works incredibly closely with LBGT charities like The Trevor Project and is also widely known for his human right activism.
Sweat and Tell
Best friends Jo and Jacqs first set up their Instagram platform to connect and encourage health and wellness online. From tagging clothing lines in posts to working with health and wellbeing brands, their Instagram profile, Sweat and Tell, now has around 47 thousand followers alone and is sure to increase in the months following. If you're looking for fitness inspo, these are the girls to follow.

American Model Jazmyne Joy is renowned for her bold looks, short and shaved coloured hair and badass attitude. Springing into the Insta limelight back in 2018 and after featuring in rapper Bad Bunny's music videos, Jazmyne now has almost 100 thousand followers on Instagram alone and works primarily with fashion and beauty brands. Expect her fearless style to continue slaying throughout 2020.

The only fashion male influencer you need on your radar is New York-based blogger Justin Liv. Known for his slightly longer and more personal captions, he's worked up a close knit group of followers now stretching to over 300 thousand followers on Insta alone. From men's beauty products to drinks collaborations, the last few months has seen Justin working with well-known brands like WalmartBeauty, Cointreau and Diet Coke.

Blogger, entrepreneur and New Yorker Katie Sturino is a fashion forward influencer hoping to showcase fashion and style can be any size. Her latest statement post portrayed herself recreating iconic Meghan and Harry outfits, and racked up over 35 thousand likes in less than 24 hours. Pretty iconic.
Klaudia Cloud
Having built an impressive 21 thousand followers in a matter of months, Klaudia Cloud is a freelance PR consultant and digital manager by day, and an Instagram sensation by night. Having worked in PR herself, she sure knows a thing or two about brand partnerships and sponsored content too. Certainly one to watch throughout 2020.
If you're looking to become an influencer, we've created a brand new platform that allows influencers to engage with brands directly, view their competitors and learn more about their audience insights. For more information, click here. If you're a brand or marketer looking to get in touch with influencers or celebrities, The Handbook's celebrity and influencer platform has developed technologies that help improve the effect and reach of influencers. The platform helps match brands with influencers by giving detailed audience insights including audience interests, size, engagement rate and social activity. Try it out here Wondering what trends will be popping into 2020? Check out our guide to influencer trends coming arriving this year

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With the Instagram industry worth well over 1.7 billion dollars and other social media platforms' following shortly behind, we've seen a staggering increase in celebrities and influencers dominating our social feeds with branded content, gifted products and annual partnerships forming on a whole new level.

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An Infographic of Gen Z Consumers. Comment on this...

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Other big Influencers, some also Youtubers.

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Other big Influencers, some also Youtubers.

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It is easy to see why marketers use influencers to promote their product and brand, they have millions of followers. This is a great method of marketing for Brands with a young target audience.

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https://www.cnbc.com/2020/09/22/tiktok-trumps-art-of-the-deal-and-collateral-damage.html

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Some one I follow on Instagram and who influences me to purchase secondhand

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Some one I follow on Instagram and who influences me to purchase secondhand

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The rise of need for Sustainable fashion usage- over these past few months I have become more interested in learning about the effects of fast fashion and ethical consumption. Below is a website that supports ethical consumption a  % of all sold items goes towards different causes such as tree planting

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THE FASHION COMMUNITY THAT DEFENDS OUR PLANET. Buy. Sell. Earn Money. Defend the Planet. BUY/SELL BUY & SELL. Fund environmental initiatives whilst you buy, sell & earn money. Buy clothes from other fashion creatives. Make lots of cash becoming a top ESOOKO seller. Connect to...