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The latest fashion trend isn't a seasonal color or a must-have style: It's the concept of sustainable fashion and ethical clothing. The textiles industry is wreaking havoc on the environment between the processes to make clothing and the waste when it gets tossed, so brands and consumers alike have taken a much-needed interest in improving these issues.

And while there's no such thing as "eco-friendly clothing" - i.e. all garments have at least some negative impact on the environment - there are brands working diligently to help make a difference. Different brands focus on combating various issues in the fashion industry - some just one, while others are tackling multiple. The Good Housekeeping Institute's Textiles Lab worked with an environmental consultant and used our fabric expertise to break it down for you, finding top brands that are addressing environmental and social concerns. We've selected these picks based on style and sustainable features, but first, here's what you need to know about sustainable fashion and ethical clothing.

What is ethical or sustainable fashion?

While "fast fashion" describes clothing that is cheaply made and intended for short-term use, "sustainable" (or "ethical") fashion is the opposite and is sometimes even referred to as "slow fashion." It takes into account the full lifecycle of the product - from the design, sourcing, and production processes - and looks at everyone and everything being affected by it, from the environment, to the workers and communities where it's produced, to the consumers who purchase it. It's a complex issue and there isn't one brand that's currently capable of tackling everything, but right now there are five main issues being addressed in the fashion industry:

1. Water usage: The demands for fresh water for drinking and agriculture is far surpassing what's available. Yes, the Earth is covered in water, but most of it is unusable salt water or has been polluted. As a result, some brands are now looking at the supply chains to see how they can cut back on how much water they're using.

2. Hazardous chemicals: Dyes and finishes from the production processes are dangerous for the workers, plus they get into the community water sources. These chemicals may not affect the consumers, but they're a problem for the people who make clothing and those who live in areas where it's produced. Fashion and outdoor brands are now tasked with coming up with new ways to address dyes and finishes for features like wrinkle-resistance and water-repellency.

3. Short lifecycle: Stores are constantly launching new designs and consumers are regularly updating their wardrobes. The biggest goal in sustainable fashion is to buy less and use things longer. To make clothes last, there are platforms for closet-sharing, brands that promote buying used clothing, and simple yet durable styles that you can wear over and over again.

4. Waste: On top of having a short lifecycle, there needs to be a way to create less trash by making products useful again once they've run their course. One way is to repair garments (i.e. mending holes in jeans and replacing worn soles of shoes) while another opportunity comes from using recycled materials in apparel.

5. Agriculture: Natural fibers like cotton are often grown using pesticides and treatments that are harmful to the farmers, workers, and wildlife in the area. There are now more options for organic cotton, linen, and other fibers available, which also use less water than the conventional growing methods. Plus, brands are looking at being organic throughout the production process - not just the growing of the crop, which is only the first step.

What are the most sustainable fabrics?

The most sustainable fabric is one that's previously been used; anything new that has been produced - regardless of what material - has a negative impact on the environment. After that comes fabrics made with recycled material. Most commonly you'll find polyester made from recycled water bottles. Just make sure you're looking for specific details, like "100% recycled polyester" (some brands might market it as "made with partially recycled materials" when it's really only a small portion).

Lastly, fabrics made with sustainable fibers are better than conventional ones, like organic fibers that use less chemicals and water, or Tencel that's safer for workers and has less waste.

Is sustainable fashion affordable?

Yes! Buying something used is more sustainable than anything new, so it's automatically going to cost you less. This doesn't mean you have to shop at Goodwill, and it's actually becoming a trend: The fashion industry calls it "recommerce." Sites like eBay, thredUP, and Poshmark make it easy to swap out your clothes, and brands like Eileen Fisher and Patagonia are even selling pre-worn garments from their own labels. Just be cautious that you don't use the cost-savings as an excuse to buy more since that'll take away from it being a sustainable purchase.

That being said, if you're going to buy new sustainable fashion from brands that follow ethical practices and give fair wages, use organic fibers, or create more durable items, you may end up paying more - but these garments are meant to last longer.

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Lexie Sachs, Good Housekeeping Institute

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Sustainability Experts Say There's Actually No Such Thing as 'Eco-Friendly' Clothing

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The latest fashion trend isn't a seasonal color or a must-have style: It's the concept of sustainable fashion and ethical clothing. The textiles industry is wreaking havoc on the environment between the processes to make clothing and the waste when it gets tossed, so brands and consumers alike have taken a much-needed interest in improving these issues.

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Mobile eCommerce Statistics (Updated 2018) Rise in Percentage of Mobile mCommerce Shopping Trends

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Not only are significantly more users accessing the web from a tablet or smartphone than a desktop, they are doing so with more eCommerce intent than ever before. During last year's busy holiday shopping season, a third of all online purchases came from smartphone users.

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Tommy Hilfiger continues to be a pioneer of classic, American style with a modern twist. Under Hilfiger's vision and leadership as principal designer, TOMMY HILFIGER remains one of the world's most recognized premium lifestyle brands, uplifting and inspiring consumers since 1985.

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After 35 trailblazing years, Tommy Hilfiger continues to be a pioneer of classic, American cool style.

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Tommy Hilfiger | Source: Shutterstock

By Bloomberg October 25, 2017 19:14

NEW YORK, United States - Fashion designer Tommy Hilfiger is known for his classic all-American style, but when it comes to President Donald Trump's push to make clothing in the US, he's not optimistic.

"'Made in America' is very important - I would love to make everything in America if I could find the factories," Hilfiger said in an interview with Vonnie Quinn on Bloomberg Television. "They don't exist here in America."

More than 40 percent of clothing shipped to the US is made in China, and seven of the top 10 importers are located in Asia. The apparel and footwear industry has argued that making more of its products in the US would push up prices - a view that resonates with Hilfiger, 66.

"It's my duty to bring the consumer the best product at the very best price," he said.

It's not the first time the designer has waded into politics. Earlier this year, models for his brand wore white bandanas around their wrists to protest Trump's immigration ban. But Hilfiger also has criticised designers who were opposed to creating outfits for Melania Trump. He said they can dress the first lady and Ivanka Trump without getting political about it.

Hilfiger's brand, owned by Corp., also has had to cope with the industry's shift to e-commerce. Relying on social-media influencers and other online channels is key to staying relevant, he said.

"You have to reach the consumer in many different ways," he said. "If people aren't with the program now, catching up is going to be very difficult."
By Stephanie Wong; editors: Nick Turner and Lisa Wolfson.

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Hilfiger Says Making Clothes in America Remains Unrealistic

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Tommy Hilfiger | Source: Shutterstock By Bloomberg October 25, 2017 19:14 NEW YORK, United States - Fashion designer Tommy Hilfiger is known for his classic all-American style, but when it comes to President Donald Trump's push to make clothing in the US, he's not optimistic.

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First milestones, should be better Click here for score rapport: 7 out of 31

Sustainability summary

Tommy Hilfiger has achieved the D-label. According to us, the brand is on its way towards sustainability, but more improvement is needed. More points can be scored on the reduction of carbon emissions, more use of sustainable materials, cleaner production processes and by further improving the labor conditions.

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Tommy Hilfiger and sustainability: D-label | Buy sustainable brands

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Tommy Hilfiger has achieved the D-label. According to us, the brand is on its way towards sustainability, but more improvement is needed. More points can be scored on the reduction of carbon emissions, more use of sustainable materials, cleaner production processes and by further improving the labor conditions.

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AMSTERDAM - Once the elephant in the room that nobody wanted to talk about, sustainability is now firmly at the forefront of the fashion world, with brands focusing more and more on initiatives to improve their production chains and build a greener industry. Tommy Hilfiger is no exception. Last week, the American heritage brand announced its plans for a new line of 100 percent sustainable denim, so, naturally, FashionUnited jumped at the opportunity to take a tour around the Tommy Hilfiger denim centre, located at the PVH HQ in Houthavens, Amsterdam, where the brand is pushing its sustainable denim initiative.

The PVH centre, which also acts as a creative hub hosting sustainability-focused denim fairs twice a year, is split into four sections: The denim fabric library, the in-house denim atelier, the denim lab and the denim academy.

The Denim Fabric Library

"A closet to you, a treasure for us," is the motto of the fabric library. Homing over 1,300 swatches, this section acts as a database of core fabrics for designers, wash developers and product developers, and is made up entirely of fabrics used in at least one of Tommy's previous two seasonal collections.

By homing the fabric library, which is carefully labeled with price, weight and width of each fabric, the need for designers, wash developers and product developers to request specific fabric swatches from suppliers is eliminated, speeding up the production process, reducing cost and cutting down on unnecessary transport. In the future, Tommy plans to convert its physical library into a digital one.

The In-house Denim Atelier

Tommy's denim atelier is where the brand's samples are produced and altered. While patterns were once created in-house, then sent to external vendors to create prototypes, before being sent back to try - a process which could take 4-6 weeks, and could be repeated several times if the prototype wasn't quite right - patterns are now created digitally in-house, tried and fitted in just 48 hours.

The Denim Lab

The denim lab is the driving-force behind Tommy's sustainable production approach, with a focus on reducing water usage, energy consumption and waste products through innovative dry and wet finishing processes. Traditional hand-scraping dry techniques have been switched out for new laser technology methods. Using a computer-controlled laser to burn a mask onto jeans, the new method eliminates the use of chemicals, water and stones, and, as the process only burns the indigo dye, not the fibres, the method cuts down on harmful dust production. Tommy's new laser technology reduces the time of the process from 40 minutes to under two minutes.

Tommy's wet washing methods also have a strong focus on energy, water and chemical reduction. But how do they tackle the issue? Well, in a number of ways. Nebulization technology cuts down on water and chemical usage by up to 70 percent by using a spray of mist nanobubbles in the washing machine drum. Ozone gas technology saves between 15 and 60 liters of water per pair of jeans, while simultaneously cutting down on energy and chemical consumption, and reducing the traditional time of 45 minutes to just 15 minutes.

By using no-stone technology, Tommy eliminates the use of traditionally-used pumice stones to achieve stonewash looks, instead using a combination of abrasive drums and non-toxic enzymes to eliminate the production of harmful residue. Finally, water usage is further cut down through the use of Tommy's state-of-the-art water treatment system. The machine, which removes the fibers, chemicals and indigo dye from jeans, uses recycled water that can be constantly reused over a period of 30 to 40 days, as opposed to using fresh water in every batch. Fiber residue collected from this process is then compressed and collected by other companies to produce asphalt.

The Denim Academy

The Denim Academy is an innovative two-day workshop that Tommy hosts for its wholesale and retail teams, as well as its wholesale buyers, to talk about the future of sustainability in the fashion and denim industry.

The workshop, which currently targets Tommy's sales and retail associates, as well as key account buyers, such as El Corte Inglés and Zalando, has a focus on product stories, technology, sustainability and innovation, and participants are given the opportunity to stitch, wash and finish their own pair of jeans to better understand the processes of the production line. Over time, more departments throughout the organization will be invited to participate.
Photos courtesy of Tommy Hilfiger

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Driving sustainability: A look inside the Tommy Hilfiger denim centre

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IN PICTURESAMSTERDAM - Once the elephant in the room that nobody wanted to talk about, sustainability is now firmly at the forefront of the fashion world, with brands focusing more and more on initiatives to improve their production chains an

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The process of producing clothing in the fashion industry is for the most part hidden away from the public eye. While it is easy to see the leaps and bounds that are taking place every day in the retail industry for example, which we can experience with a few taps of our phone or a quick trip to the store, production is usually done far away from the consumer, leaving much to the imagination.

Just like every part of the fashion industry, and more broadly the commerce industry, the processes that go towards producing our clothes, both on a microscale and an industrial scale, are changing rapidly.

In this second edition of FashionUnited's Future of Fashion series, we will be looking at the ways clothing manufacturing has changed in recent times, and what types of innovations we can expect to see in the next 10 years.

Sustainable production

As awareness continues to grow around the importance of embracing more sustainable practices in the fashion industry, and as the world nears closer to a point of irreversible damage caused by climate change, more and more companies are investing in clean technologies and eco-measures such as reducing chemicals, waste and carbon emissions in manufacturing, or recycling old materials instead of creating new ones.

Recycling

The fashion industry is a wasteful one. According to a report by the Environmental Audit Committee, 300,000 tonnes of clothing are burned or buried in the UK every year, while a 2017 report from Reverse Resources estimated that as much as one-quarter of the material fashion manufacturers purchase are wasted each year. In 2018, it was revealed that British Luxury brand Burberry destroyed unsold products worth 28.6 million pounds the previous year.

As consumers become increasingly aware of the excessive waste caused by the industry, more fashion companies are investing in extending the life-cycle of fashion garments through recycling and reusing clothing. Recycled fibers can be created either from pre-consumer waste or post-consumer waste. One of the biggest hurdles that arises from the latter is that the process can be complicated, energy intensive and expensive to separate blends - a mix of two or more types of textile material.

The H&M Foundation is one of the bodies trying to help this. They teamed up with research institute HKRITA (The Hong Kong Research Institute of Textiles and Apparel) to explore methods to separate and recycle fiber blends made from the three main types of textile material: synthetics, cellulose and animal fibres. In 2017, the partnership discovered a hydrothermal recycling system that could fully separate and recycle cotton and polyester blends into new fibres and cellulose powder.

Italian company Aquafil is also on the frontline of textile recycling. It uses a regeneration and purification process to turn nylon from waste such as fishing nets, fabric scraps, carpet flooring and industrial plastic from landfills and oceans into Econyl regenerated nylon.

German sportswear giant Adidas has also stepped into the recycling arena, with plans announced to create 11 million pairs of sneakers made from recycled ocean plastic in 2019, and a commitment to only using recycling plastic in their shoes by 2024.

Less water

Brands are also ramping up their efforts to cut down on the excessive use of water, energy and chemicals across the fashion supply chain. Big players in the denim game, where water usage is especially high, have introduced new technologies and made fresh commitments to cut down on water usage. According to author Stephen Leahy's "Your Water Footprint: The Shocking Facts About How Much Water We Use to Make Everyday Products," 7,600 liters of water are used to make a pair of jeans - this includes for growing cotton and manufacturing the garments.

In June, US denim manufacturer Wrangler launched the first denim collection using its new Indigood foam-dyeing technology which is said to eliminate almost 100 percent of the water typically used in the indigo-dyeing process. Similarly, another US denim producer, Levi's, announced in Augusta new water action strategy that will shift from a singular "one-size-fits-all" approach to one focusing more on areas where water is needed the most. The company has set a goal to reduce its cumulative water use for manufacturing by 50 percent in water-stressed areas by 2025.

Fewer chemicals

The fashion industry also creates a lot of chemicals, many of which can seep into water, soil and air. In 2018, the US Consumer Product Safety Commission (BCP) published a list of the most common hazardous chemicals used in the manufacturing of low-cost clothing, mainly from China - they included lead, NFE (nonylphenol ethoxylates and nonylphenols), phthalates and formaldehyde.

But progress is being made. A Greenpeace Germany report released last year, called 'Destination Zero: seven years of Detoxing the clothing industry', found that of 80 international brands that committed to reduce the amount of hazardous chemicals in their clothing production, all achieved "significant progress". The companies represent 15 percent of global clothing production and included fashion, sportswear and luxury retailers, outdoor brands and suppliers. Puma, Adidas and Nike were among the first brands to react to Greenpeace's call to action, signing up to a 'detox commitment'.

While we are extremely happy to see the progress of Detox companies towards cleaning up their supply chains, 85 percent of the textile industry is still not doing enough to eliminate hazardous chemicals and improve factory working conditions. This is unacceptable. It is time for policy-makers to step in and make Detox a worldwide standard.
Kirsten Brodde, Greenpeace Germany project lead of the Detox-my-Fashion campaign

The dyeing stage in the fashion supply chain is particularly guilty of being incredibly water-intensive and chemical-heavy. According to The World Bank Group, between 17-20 percent of all water pollution comes from textile dyeing and treatment.

Portugese textile company Tintex is pioneering the movemenet towards reducing the amount of toxic chemicals used in the textile production process, through a variety of innovative technologies and commitments. It's Picasso project, for example, replaces synthetic dyes with natural extracts from plants and mushrooms, among other things.

"I think in the future natural dyeing will be a big thing. We know as a company how difficult it is to develop these processes, but we also realise how in-demand it is and how many brands are interested in it," said Ana Silva, head of sustainability at Tintex. "I also think that in the future there will be a lot more of a connection between different industries, where one industry will offer their residue or waste to another industry where they can be given another life. The future is really about changing from a linear model into a circular one."

Less carbon

Cutting down on carbon emissions seems to be one of the biggest goals of the fashion industry at the moment, with a raft of fashion companies this year pledging to reduce their carbon footprints.

In September, French luxury conglomerate Kering announced its ambitious plan to make its entire group go carbon neutral within its own operations and across the entire supply chain. In the same month, Jeff Bezos, CEO of US retail giant Amazon, announced plans for the company to become net zero carbon across its businesses by 2040, ten years ahead of the Paris Accord's goal of 2050. The strategy involves a 100 million dollar reforestation scheme and the purchase of 100,000 more electric delivery vans. The announcement came after the retailer faced backlash for its enormous carbon footprint. The day before Bezos' announcement, over 1,500 Amazon workers staged a walk-out to take part in the Global Climate Strike.

Other fashion brands making similar commitments in the past few months:

But progress might not be coming fast enough. According to the FTSE 100 Sustainability leaderboard and report, more than 85 percent of the UK's top 100 companies do not have sufficient carbon reduction strategies. The report, by carbon strategy consulting firm EcoAct, found that while 81 percent of the companies have some sort of emissions reduction target, 85 percent of them do not have a sufficient emissions reduction strategy in place to limit global warming to safe levels.

The sharing economy as a new sustainable business model

While finding ways to produce fashion with a less harmful impact on the environment is certainly a step in the right direction, reducing the amount of clothing made in general is still the best option for the environment. Fortunately for the fashion industry then, the resale market is on the rise, so much so, in fact, that according to a report by resale platform ThredUp, it has grown 21 times faster than first hand fashion retail over the past three years and is expected to grow from 24 billion US dollars to 51 billion US dollars in the next five years.

According to Max Bittner, CEO of French resale platform Vestiaire Collective, the resale market offers an exciting, engaging and sustainable alternative to the fast-fashion model. "I think consumer preferences on participating in a more sustainable consumption model is something that the younger generation is much more aware of. They know there is a real need to do something and to act," he said.

Exclusive Sample Sales has a similar mission. Launched by Lauren Rogers and Rachel Amis in 2016, the company offers a service for fashion retailers to sell their excess inventory via a sample sale. Amis and Rogers founded the company after feeling disillusionment at the wasteful destruction of unsold stock by luxury brands. The company aims to helping to increase product life cycle, offer new customers an off-price route to luxury brands and helps those brands protect their bottom line.

Rogers commented: "From my experience within the luxury fashion sector, I could see the challenge faced by retailers of how to clear their excess stock. I also became conscious of the fashion industry's need to operate more sustainably and improve product lifecycle. This is really what inspired the Exclusive Sample Sale model. We saw an opportunity to help both businesses and the environment simultaneously and make a real difference".

Other new fashion models which increase the life-cycle of garments include rental services such as Rent The Runway, which was valued at a billion dollars in May 2019. The popularity of the business model has taken off as consumers' interest in the 'sharing-economy' increases - this year alone, Banana Republic, Urban Outfitters, Scotch and Soda and Ann Taylor Loft have announced subscritption rental services.

Innovative and experimental materials and textiles

Toggle the sections below to discover more about innovative new textiles and materials being experimented with and used in the fashion industry:

Automation and fashion on-demand

Leaps and bounds in the development of automation and machine learning have made fashion-on-demand a reality. Though still in its infancy, the business model is an alternative to the mass production of clothing that we know today, offering a faster, and more sustainable model with small-batch production cycles and reduced levels of overstock. It is a shift from making clothes then selling them, to selling clothes then making them. Production costs are generally higher, however, due to the smaller batch sizes used.

Perhaps unsurprisingly, Amazon has been quick to try its hand at the new tech. In 2017, the US retailer had a patent application approved for an on-demand apparel manufacturing warehouse. In the future it's likely that fashion brands will offer on-demand production similar to this, where a user can have bespoke clothing measured exactly for them, created with a few clicks on a computer or smartphone.

"Once various textile products are printed, cut and assembled according to the orders, they can be processed through a quality check, photographed for placement in an electronic commerce system, shipped to customers and/or stored in a materials handling facility for order fulfillment," Amazon's patent reads. "By aggregating orders from various geographic locations and coordinating apparel assembly processes on a large scale, the embodiments provide new ways to increase efficiency in apparel manufacturing."

Fashion on demand also offers shoppers more say in their fashion choices as consumers' interest in personalisation continues to grow. Rather than relying on brands to predict what they want to wear - which can often go wrong and result in overstock - shoppers will be able to choose what they want, and customise the designs accordingly.

Companies like French tech business Lectra are at the frontline of this movement. This year, it launched a solution that automates the entire personalisation process, from product development to final cutting.

This fashion-on demand trend sees brands beginning to streamline their supply chains by internalising production. In April 2018, for example, Gucci launched Gucci Art Lab, a 37,000-square-metre hub of industrial craftsmanship and experimental laboratory for leather goods and footwear products. The lab has space for prototyping and sampling of leather goods and footwear, R&D laboratories for new materials, metal hardware and packaging, a test lab, an accessories lab as well as a pre-industrialization area, all under one roof, giving the brand more control over its product development.

Similarly, Adidas launched the 'Knit for You' in Berlin in 2017. The pop-up used a 3D body scanner to measure shoppers' measurements. They could then choose personalised designs before the machine would knit them a custom merino wool sweater. The whole process was Adidas' way of experimenting with localised production and took around four hours.

Meanwhile, at Tommy Hilfiger's denim lab in Amsterdam, traditional hand-scraping dry techniques for adding wear and tear to denim have been switched out for new automated laser technology methods. Using a computer-controlled laser to burn a mask onto jeans, reducing the time of the process from 40 minutes to under two minutes. The method additionally eliminates the use of chemicals, water and stones, and only burns the indigo dye, not the fibres, so it cuts down on harmful dust production.

Nike is also experimenting with 3D printing. The sportswear giant teamed up with Silicon Valley-based startup Grabit for an auto-layering robot that uses electroadhesion to manufacture shoe uppers in just 50 seconds, 20 times faster than it takes a human. The robot's ROI is less than two year, according to Grabit.

As well as 3D printing and knitting offering more agile and efficient production models, they are also particularly exciting for the fashion industry as they add a new level of design opportunities, allowing for complex shapes and designs to be created that without the technology would be considerably more difficult, if not impossible.

American fashion designer Zac Posen showcased just that at the 2019 Met Gala, where he teamed up with US 3D printing company Protolabs to create dresses for the likes of Katie Holmes, Jourdan Dunn, Nina Dobrev, Gia Coppola and Deepika Padukone. Posen designed the dresses inspired by a vision of freezing objects in motion, resulting in a powerful and surreal designs.

His rose gown dress worn by British model Jourdan Dunn was made of 21 unique petals weighing a pound each. The petals, which took approximately 100 hours each to print, were made of Accura Xtreme White 200 durable plastic and printed on a stereolithography (SLA) machine.

Hover over the image to discover more about the Rose gown.
Picture: courtesy of Zac Posen x GE Additive x Protolabs Met Gala catwalk by Getty

Better working conditions

Often the elephant in the room when it comes to fashion - especially when it comes to fast-fashion - transparency surrounding worker conditions within the industry are becoming increasingly important, and more companies are bringing in new regulations to monitor standards.

In recent years, more and more global fashion brands have been pledging to work with suppliers, governments and NGOs to make sure workers earn a fair living wage and work in better conditions. But there is still a long way to go.

In July, a study of 20 leading fashion brands conducted by the Clean Clothing Campaign found that none of the companies are currently ring-fencing a living wage figure into their product costs. Although some companies, like H&M, say its buyers have been trained to take a labor cost out of its price negotiation, there is no independent data to confirm this -- and the so-called labor costs are not a living wage benchmark figure.

That said, C&A, Nike and H&M were all able to show reductions in their supplier numbers in the last 5 years, achieving 39 percent, 33 percent and 14 percent, respectively. Adidas and H&M also have a policy limiting the use of repeated short term contracts with suppliers, with Nike going so far as to establish a 15 percent cap on them.

Similarly, a study published earlier this year by Know The Chain found that major clothing and footwear brands are failing to tackle the exploitation of vulnerable workers in their supply chains. The benchmark test - which measured 43 global companies' efforts to address forced labour - gave the apparel and footwear sector an overall average score of 37 out of 100.

Adidas (92/100) came top of the list with the best average score, followed closely by Lululemon (89/100) and Gap Inc. (75/100). At the other end of the scale, luxury brands Prada (5/100), Salvatore Ferragamo (13/100), and LVMH (14/100), and footwear brands Skechers (7/100) and Foot Locker (12/100) all fared poorly.

The results were disappointing but they did in their bleak findings prove a growing trend - more light is being shined on poor work conditions, and at an increasing rate, just perhaps not quickly enough.

In May, leading fashion companies including Nike, PVH, Levi Strauss, Esprit, Adidas and Under Armour signed an open letter to the Cambodian government urging it to improve its labour standards. Recently, both the European Union and the United States have had to re-examine the country as a trading partner "based on the declining respect for labour standards, including freedom of association, and other issues related to respect for human rights issues in Cambodia.
Media credit: Unspun, Pexel

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Future of Fashion: Production - sustainable, high-tech and on-demand

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LONGFORM The process of producing clothing in the fashion industry is for the most part hidden away from the public eye. While it is easy to see the leaps and bounds that are taking place every day in the retail industry for example, which

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On Dec. 3, Tommy Hilfiger will be honored as the Collaborator of the Year at the FN Achievement Awards. Below is an article from the magazine's Dec. 2 print issue about his buzzy - and financially successful - partnerships with Zendaya and Lewis Hamilton.
Authenticity and engagement. That's what fashion designer Tommy Hilfiger looks for in a brand partner, and he struck gold in 2019 not once but twice. His joint collections with race car driver Lewis Hamilton and actress-singer Zendaya hit big during the year, transcending buzz to become major revenue generators.

The Hamilton-Hilfiger partnership was born of a friendship forged in the Formula 1 world. For their first design meeting a few seasons ago, Hamilton brought a huge duffel bag filled with favorite vintage and current pieces. From the assortment, the duo quickly landed on a concept they dubbed "luxury streetwear."

"What struck me as being very memorable during the whole experience was Lewis' thought process and engagement with doing the logo because we wanted to marry his branding with my flag logo. We went through many different renditions, but he loved this old English lettering," said Hilfiger. "We went back and forth with the graphic artist many, many times, and he was meticulous with the details, which really impressed me."

For his part, Hamilton described Hilfiger as being instrumental in teaching him how to navigate the fashion landscape. "To get the chance to work alongside him has been surreal and a tremendous learning experience," said the racing star. "The thing about Tommy is, he has a distinct point of view and aesthetic, but one that can work for the masses. It's classic, approachable and refined - just like him."

Hilfiger's partnership with Zendaya began with a meeting at the Chateau Marmont in Los Angeles several months before the pair debuted their first collaboration in March at a spring '19 see-now, buy-now show in Paris. Zendaya and her longtime stylist, Law Roach, rolled out inspiration boards with photographs of 1970s idols such as Bianca Jagger, Farrah Fawcett and Joan Collins that Hilfiger said reminded him of younger days at Studio 54.

"Tommy is an expert in iconic dressing," said Zendaya. "It's an incredible opportunity [to work with him]. I love fashion. What better way and who better to learn from ... than Tommy Hilfiger?"

That Paris show was lauded for its inclusivity, featuring diverse models who reflected a range of sizes and ages. The magic continued in September: Hilfiger returned to the Big Apple after several seasons away, staging the Tommy x Zendaya fall '19 production at the Apollo Theater in Harlem. It was one of the top three buzziest social media events on the Nw York Fashion Week calendar, generating nearly 600,000 engagements across the fashion brand's platforms, according to social media analytics firm ListenFirst.

The fall '19 range was also a financial success, according to Hilfiger, who described it as one of his all-time best-sellers. The collaborative line has since been spotted on young tastemakers, from Bebe Rexha to Storm Reid and Skai Jackson.

"It wasn't just a fashion show; it was a performance, with music, fashion, pop culture and iconic images. It [became] disruptive, historical and memorable, and that was our goal," said Hilfiger.

The fashion icon is no stranger to successful partnerships. Since launching his label in 1985, Hilfiger has teamed up with stars of every decade. In September 2016, he created four capsules with supermodel Gigi Hadid, introducing a see-now, buy-now runway experiment.

While a number of brands now use the buy-now sales model, it hasn't been adopted, perhaps because it's "very difficult to execute," said Hilfiger. "You have to design way in advance, manufacture way in advance and you have to deliver exactly on time because showtime is very precise," he explained. "It can't be a day late or [even] a few hours late. It has to be completely on time."

In 2020, Hilfiger will celebrate his 35th brand anniversary, but don't expect him to stop innovating. "That's the exciting part of what I do: trying to figure out what's next," he said.

"In keeping the brand relevant, we always have to do something next that is different from what has been done in the past."
The 33rd annual FNAA ceremony will be held at the IAC Building in New York. Sponsors for the event include Klarna, Geox, The Style Room Powered by Zappos, FDRA, Micam Milano and Buchanan's Scotch Whisky. Want more?
Kanye West, Diane Von Furstenberg and More: The Most Memorable Quotes From the FNAAs

Best Red Carpet Shoe Styles at the FNAAs Over the Years

FN to Honor Kerby Jean-Raymond, Tommy Hilfiger, Steve Madden + More Winners at the 2019 FNAAs

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How Tommy Hilfiger Has Struck Fashion Gold Through Buzzy Collabs

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On Dec. 3, Tommy Hilfiger will be honored as the Collaborator of the Year at the FN Achievement Awards. Below is an article from the magazine's Dec. 2 print issue about his buzzy - and financially successful - partnerships with Zendaya and Lewis Hamilton. Authenticity and engagement.

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‘True Gen’: Generation Z and its implications for companies

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Generation Z characteristics center around the search for truth as the influence of the first generation of true digital natives is now radiating outward. For companies, this will bring both challenges and equally attractive opportunities.

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‘True Gen’: Generation Z and its implications for companies

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Generation Z characteristics center around the search for truth as the influence of the first generation of true digital natives is now radiating outward. For companies, this will bring both challenges and equally attractive opportunities.

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Marketers never stop talking about millennials. And there's a good reason for that. Millennials continue to hold a significant share of buying power and influence business and corporate culture. But now that companies have finally figured out how to attract millennials, a new generation has come into play. Generation Z was born between 1996 and the present and are already emerging from the shadow of millennials. Even though many of them are still too young to buy their own meals, the oldest of the Gen Zers have started spending a lot of money. According to Fast Company , Generation Z makes up a quarter of the U.S. population and will account for 40% of all consumers by 2020.

Businesses that want to get out in front of the trends and succeed in the next decade and beyond need to consider the group that is shaping today's youth culture. To earn their attention and eventually their loyalty, businesses should better understand their needs, wants and values. Let's take a look at some key points we've learned about Generation Z.
New Expectations And Habits
Gen Zers have their own expectations and habits that differ from their older counterparts. They view restaurants as more than mere places where they can satisfy their hunger. They grew up in a world where the restaurant industry is crowded and their options are limitless. Even though both millennials and Generation Z value brands that can offer unique experiences, the younger generation's expectations differ. 60% of Gen Z prefers a cool product over a cool experience, while Gen Y prefers the opposite.
Fast Consumers Of Content
Gen Z consumes and processes content much faster than other generations, in particular, because of apps like Snapchat with its 10-second story limit. Gen Zers are very good at quickly sorting through vast amounts of information using five screens simultaneously: smartphones, tablets, TVs, laptops and desktops. Although their options are practically endless, their time is not - they have an average attention span of eight seconds as compared to 12 seconds for millennials.
Mobile-First Generation
Gen Z is the mobile-first generation. Just think, today's teens have their own phones as early as elementary or middle school, as compared to high school or even college for the older generation. Both millennials and Gen Z quickly adopt new technologies, but while millennials were smartphone pioneers, their younger counterparts are smartphone natives.
How can your business keep up with the demands of Gen Z?
Gen Zers are different from their older companions. As they continue to gain buying power, more brands are talking about this cohort and how to market to them.

* Make the experience simple and intuitive. Millennials remember the days of slow internet, while Generation Z does not. They have very little or no patience. If something is too slow or doesn't work as intended, they'll move on. Brands should start implementing a digital-forward approach to ordering. However, digital ordering is no longer enough -- engagement through loyalty programs is also crucial. To make the interaction between your brand and your Gen Z customers intuitive and engaging, provide them with a complete mobile app solution that includes multiple engaging elements like a points-based reward program, exciting UX, gamification features and more.

* Create value instead of ads. Because of their lack of patience, Gen Zers place a high value on their attention. They often turn a deaf ear to sponsored content, especially if it doesn't provide any value. They listen to brands and look for channels that cater to their needs and wants, whether those are knowledge or entertainment. Your content shouldn't be too salesy. Instead, it must explain how people can benefit from your business and what problems they can solve using your product or service.

* Choose a more practical approach. Post-millennials are practical and don't fall for the fancy stuff. They value good products over the experience and want to be engaged in the way they find most comfortable and rewarding. To meet new customers' expectations, brands should make sure that the communication experience is proactive, productive and painless. Companies that collect customer data through mobile solutions can use this information to personalize communication with their clients.

* Use social media strategically. For Generation Z, social media is a lifestyle, not just entertainment and a way to connect with their friends. They want to use it to learn about new products and brands. Businesses can encourage their customers to share their feedback and recommend their brand on various social networks by giving them some incentive. Companies that have a mobile app can simply integrate social platforms into their app to collect more reviews that their happy guests leave. They can successfully leverage word-of-mouth marketing and accumulate social proof around their brands.

* Think mobile only, instead of mobile first. If you want to grab the attention of this generation, you need to make sure that they can easily interact with your brand via mobile. There's no way you can make them care about your brand if you don't provide them with a flawless mobile experience. "Rewarding techniques are getting more and more popular for the purpose of customer retention. And when we speak about Gen Zers, we should anyway focus on mobile devices. Today's brands with a good size of Gen Z customers must definitely think of building strong and longstanding relations through mobile loyalty apps," says Vas Diachenko, CEO of LoyaltyPlant.

Baby boomers and millennials still hold a significant share of purchasing power. However, as Gen Z's spending power increases, businesses can no longer ignore preferences of this growing demographic of young consumers. Those who can accommodate the emerging Gen Zers will be able to succeed in the long run.

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How To Win The Hearts Of The Gen Z Consumer Base In Eight Seconds

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Marketers never stop talking about millennials. And there's a good reason for that. Millennials continue to hold a significant share of buying power and influence business and corporate culture. But now that companies have finally figured out how to attract millennials, a new generation has come into play.

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While Millennials currently receive the lion's share of business' attention, there's a new kid on the block - or kids to be exact.

Generation Z has arrived. And you'd be a fool to ignore them.

But who are the generation after Millennials, and how can you tailor your marketing efforts to reach them?

In this article, you'll learn about Generation Z characteristics and preferences, and 10 vital strategies to use when marketing to Gen Z.

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What is Generation Z?

The term Generation Z describes the generation after Millennials. Generation Z is also referred to as:

Post-Millennials

Homeland Generation

iGeneration

What Age is Gen Z?

Although there isn't an exact date range, Generation Z includes those born in the mid-1990s to the early 2000s.

More specifically, Gen Z is today's teenagers and those in their early 20s. That means the oldest members of Generation Z are in college or just graduating.

For businesses, this is key.

It means that the generation after Millennials are starting to enter the workforce - and as their earning power increases, so will their buying power.

So, regardless of your niche market, Generation Z represents a huge opportunity for sustainable business growth.

Why Does Gen Z Matter for Your Business?

What's more, it's reported that Generation Z has $44 billion in buying power. But when you factor in their influence on parent and home purchases, their real spending power is closer to $200 billion .

Bottom line: Don't undervalue Generation Z.

10 Vital Strategies to Use When Marketing to Gen Z

So you know who the generation after Millennials are and why they're important to businesses.

Now, let's dive deeper into the characteristics of this generation and the specific approaches you should take when marketing to Gen Z.

1. Your Business Needs a Purpose (Other Than Making Money)

Generation Z cares about the world.

They're acutely aware of environmental, political, and socio-economic problems that societies face today.

So what does this mean for your business?

Well, Generation Z wants you to have a positive purpose that improves the world in some way.

Fair enough, right?

Consequently, any business out to make money regardless of the damage left in its wake runs the risk of being shunned by Gen Z.

So start with your core values and find a way to contribute to society and the world. Then, clearly communicate your purpose and values to Generation Z.

Ugmonk does this perfectly.

But here's the most crucial part: You can't just say these things, you must live by them. Authenticity is key.

For every pair of shoes bought on their website, they donate a pair to a child in need. This "One-for-One" campaign is exactly the kind of message that speaks to a generation that cares about improving the world.

So, what's your purpose and why does it matter to Gen Z?

2. Promote Entrepreneurial Values

The generation after Millennials grew up during the recession, witnessing the collapse of the housing market and their parents losing jobs.

They're under no illusions that there's no such thing as a completely secure job.

Unsurprisingly, most of Generation Z want to take matters into their own hands. In fact, in the United States say 72 percent of teens they want to start their own business one day.

What's more, 61 percent of this group wants to start a business directly out of college.

Generation Z is also acutely aware of how much can be learned online.

So what does all this mean for your business?

Additionally, bond with Generation Z by emphasizing entrepreneurial qualities such as positivity, self-empowerment, determination, and resilience.

3. Generate Loyalty Through Meaningful Interactions

But retaining Generation Z customers will prove trickier than usual.

Gen Z is less concerned with brand appeal than Millenials.

So you need to work extra hard to retain their business.

And one of the best ways to do this is through meaningful interactions.

42 percent would participate in an online game for a brand campaign

38 percent would attend an event sponsored by a brand

44 percent said they'd be interested in submitting ideas for product designs

36 percent would create digital content for a brand

So, host competitions, games, and events, and ask for ideas and feedback on product and brand designs.

Cultivate brand loyalty by meaningfully interacting with Generation Z in any way you can.

Which leads me to the next point:

4. Communicate in a Personal, Relatable Way

Millennials are less forgiving than other generations when it comes to tired old sales tactics and blatant attempts to manipulate customers.

Growing up with the internet and "fake news" has made them savvy.

So insincere "flash sales" and aggressive sales copy must be replaced with language that's relatable and relaxed.

Just look at the way Domino's explain their easy order service: "Setting up your Easy Order means I have your favorite order at the ready. All it needs is one click from you. Handy for when you're exhausted from killing it at the gym, re-inventing the wheel or in the unlikely case that you just CBA typing."

In comparison, only 22 percent of Millennials and 11 percent of Baby Boomers share that expectation.

Ultimately, it's vital to personalize shopping experiences and relate to Gen Z on a human level.

5. Optimize Your Mobile Experience

According to a survey by IBM , 75 percent of Generation Z selected a mobile phone or smartphone as the device they use most.

On average, teens today get their first phone when they are 12 or 13 years old. In comparison, those who are 25 to 34 years old, received their first smartphone when they were 20.

Not surprisingly, teens prefer shopping online in general.

This means using a mobile-optimized , simplifying your checkout process, and website theme creating content with mobile devices in mind, such as using vertical videos.

6. Understand That Gen Z Uses Social Networks Differently

Understanding how Generation Z uses each popular social media platform is crucial in creating content and ads that resonate.

Generation Z uses different social networking platforms for different activities.

Showcase their aspirational selves on Instagram

Share real-life moments on Snapchat

Get the news on Twitter

Glean information from Facebook

Keep these social media trends in mind when creating content or ads targeting Generation Z on these social platforms.

7. Forget About Facebook and Focus on Snapchat

According to the , Snapchat is overwhelmingly U.S. teens' favorite platform at 45 percent, with Taking Stock with Teens survey Instagram coming in second place.

So when it comes to the generation after Millennials, forget about Facebook and start using Snapchat , Instagram Stories , and Instagram ads !

8. Create Snackable Content with a Focus on Video

The constant barrage of stimulus online is taking its toll.

The average attention span of a Millennial is 12 seconds, but it's only eight seconds for Generation Z.

This is less than goldfish .

Additionally, Gen Z uses more digital platforms simultaneously.

Millennials typically bounce between three screens at the same time, while Generation Z use five screens at the same time.

So what does this mean for marketers?

Well, because of their shorter attention spans and desire for constant stimulation, people in Generation Z loathe non-skippable ads and pop-ups and avoid long-form content.

Plus, avoid long-form content that's difficult to consume (such as 3,000-word blog posts like this!).

These content channels are especially effective because Gen Z video. So, if you're targeting Gen Z, pay special attention to loves video marketing.

9. Highlight Your Dedication to Privacy

Gen Z is keen to protect their privacy.

Generation Z intuitively understands that what goes on the web, stays on the web .

However, the same study revealed that 61 percent would feel better sharing personal information with brands if they could trust that it was being securely stored and protected.

This is where businesses need to step up.

Whenever you attempt to collect information from Generation Z, do so with transparency and make sure to highlight your commitment to keeping their data safe and secure.

10. Partner with Micro-Influencers

Influencer marketing is a powerful way to build your brand and business. And with Generation Z, the potential is huge.

But that's not all.

Research from Fullscreen revealed that over 44 percent of Gen Z respondents tried a recommendation from a "digital creator" (defined as someone who garnered fame entirely online), compared to just 36 percent who've tried products promoted by celebrities.

This is great news for small businesses because these influencers are far more accessible than celebrity influencers.

Consider offering the influencer three samples - one for themselves and two to use in a giveaway or competition for their followers. That way, everybody wins: You receive promotion, they get free stuff and the opportunity to reward their followers, and their audience get the chance to win products!

Challenges When Marketing to Generation Z

Marketing to Gen Z can come with a set of challenges, but don't let them discourage you. Just like marketing to any other generation, these challenges can be overcome once you've familiarized yourself with them. So let's take a look at some of the main challenges that you might have to face when marketing to Generation Z.

1. Generation Z has a short attention span.
Generation Z has anattention span of about 8 seconds. That's a few seconds shorter than the attention span of Millennials, which is about 12 seconds. This means that when it comes to marketing to Gen Z, every moment counts. You'll have less time to grab their attention, and you want to make sure that you use your time carefully. To tackle this challenge, marketers need to make sure that the content targeted toward Gen Z is captivating enough to keep their attention. So skip any lengthy, unnecessary introductions. After all, you'll only have about 8 seconds to convince them that your content is worth the watch.

2. Generation Z is constantly moving between devices.
Coupled with a short attention span, marketing to Gen Z can be a challenge if you aren't already familiar with their preferences. Generation Z was born and raised in a world where the presence of technology and the internet was the norm. It's the generation with the highest number of technological devices around them, and that's why it's no surprise that they're constantly jumping from one device to another. Where Millennials bounce between three screens at one time, Generation Z can use up to five screens at the same time. With them constantly switching between devices, it can be challenging for marketers to know how to reach them at the right moment, in the right way.

3. Generation Z isn't scared to share their opinion.
Gen Z is bold. They're not afraid to tell you that your ad is terrible. They're vocal about their thoughts and that includes what they think about your advertisement. Generation Z consumers were raised in a world of personalization, and they expect marketers to customize the experience to meet their individual needs. And good or bad, they'll probably be sharing their opinion on social media. That's why when marketing to Gen Z it's important to remember to be more receptive and open to criticism.

Now, you might be wondering:

What Comes After Generation Z and What Generation Am I?

The generation after Gen Z is currently referred to as Generation Alpha.

This includes anyone born from around 2013 to 2030. Generation Alpha is set to come of age from about 2030 to 2040.

What about other generations?

Well, although there are no precise dates when defining generations, here's a basic description of each generation alive today:

Generation Z: Teenagers

Millennials: Young professionals

Generation X: Mature professionals

Baby Boomers: Retirees

Silent Generation: Elderly retirees

G.I. Generation: Those born just after the turn of the 20th century

Summary

Generation Z is the next big opportunity for businesses.

They have an estimated $200 billion in spending power today, and this will continue to grow as more of Gen Z enters the workforce.

Remember:

Gen Z cares about improving the world and actively chooses brands that work to make the world a better place.

Authenticity and meaningful interactions are also extremely important to Gen Z. So focus your efforts on connecting and communicating in a personal, relatable way.

The generation after Millennials also cares about maintaining their privacy online, shunning open networks like Facebook in favor of direct messaging apps like Snapchat.

Gen Z spend most of their online time watching videos on their mobile devices, so grow your brand reach with channels like YouTube and Instagram Stories. And partner with micro-influencers, as they hold more sway than celebrities over Gen Z.

And lastly, Gen Z has an increasingly short attention span. So get to the point quickly, avoid long ads, and create snackable content.

Have you had any success marketing to Gen Z? Let us know in the comments below!

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10 Vital Strategies to Use When Marketing to Generation Z in 2020

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Generation Z has $200 billion in spending power and are expected to account for about 40 percent of the consumer market by 2020. In this article, you'll learn about Generation Z's characteristics and preferences, and 10 vital strategies to use when marketing to the generation after Millennials.

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Businesses don't operate in a vacuum, but in an ecosystem where customers are the most critical component. Understanding the customer, therefore, is the key to running any successful enterprise and, after many years of studying how the tastes of Millennials influence overall consumer preferences, businesses are realizing that there's a new sheriff in town. As the following Generation Z statistics will show, both earning and dependent consumers from this generation have a significant influence on consumption patterns. Read on to become more familiar with Gen Z's internet and social media usage, as well as workplace expectations, consumer behavior, and just about anything that shapes up this powerful consumer group.

Generation Z Statistics (Editor's Choice)

Gen Z-ers spend 8+ hours a day online. (ThriveMyWay)

95% of teens report they have a smartphone or access to one. (PewResearch)

Over 32% of Gen Z transactions happen on a mobile device. (Criteo)

31.8% of Gen Z-ers would like to receive emails from brands a couple of times a week. (Campaign Monitor)

55% of Gen Z use their smartphones for 5 or more hours a day. (CGK)

33% of Gen Z were persuaded to buy something after seeing it on social media. (Campaign Monitor)

43% of Gen Z-ers would participate in a product review. (Forbes)

Good company ratings and reviews make 62% of Gen Z feel confident to buy. (CGK)

Facts About Gen Z

1. 74% of Gen Z-ers spend their free time online.

The Gen Z population is highly connected. The majority are spending their free time online and 66% report using more than one device connected to the internet at a time. Members of this age group mostly use their devices to communicate with friends and family and for entertainment.

(HubSpot)

2. Gen Z-ers spend 8+ hours a day online.

As digital natives, most of the Generation Z population spends at least one hour online every day. According to Generation Z statistics, screen time across multiple screens-smartphones, tablets, laptops, desktops, and TVs-is estimated at 8 hours. This fact not only influences how they obtain information and form opinions but also aspects like emotional well-being and the ability to stay unconnected.

(ThriveMyWay)

3. 73% of Gen Z-ers use their internet-connected devices primarily for texting and chatting.

This includes much of the time spent on social media. 59% mostly use their devices to access entertainment, 58% to play games, 36% to do schoolwork, 28% to learn new things, and only 17% for shopping and browsing. These numbers vary substantially between men and women, though, with far more male members indulging in gaming and many more female Generation Z consumers spending time chatting and texting.

(IBM)

4. 95% of teens report they have a smartphone or access to one.

While the youngest Gen Z users might not be allowed to use smartphones of their own, members of this cohort do start using electronic devices earlier than previous generations. This element of Generation Z statistics is a remarkable 22% increase over the 73% of teens who stated this in 2014/15.

(PewResearch)

5. Gen Z consumers are 2x more likely to shop on mobile devices than Millennials.

Concerns like the safety of mobile transactions or the size of the screen don't seem to plague this generation. It's critical, then, that businesses get their mobile game right and overhaul the shopping experience they provide for this mobile-friendly audience.

(Forbes)

6. Over 32% of Gen Z transactions happen on a mobile device.

As Gen Z-ers spend more time on their mobile devices than any other generation, it's not a surprise that over a third of transactions happen on a mobile device.

(Criteo)

7. 58% of Gen Z users check their email multiple times a day.

Certain Generation Z facts and trends can upend generally held notions. One of these is that this age group isn't exactly bringing about email's demise. Less than 1% of Gen Z-ers never check their mail. Since 66.9% of Gen Z-ers receive 20 or fewer emails in a day, marketers face a lot less competition for their messages in this format than they do in some other channels. 64.9% of Gen Z-ers use email for personal communication, proving that a majority prefer to use email even when they have other channels at their disposal, such as texting.

(Campaign Monitor)

8. 31.8% of Gen Z-ers would like to receive emails from brands a couple of times a week.

Generation Z statistics show that this age group is even amenable to receiving brand communication through email as long as the frequency is within limits. 27.5% would be fine with hearing from brands once a day. Only 19% would prefer emails once a week, and 18.4% once a month.

(Campaign Monitor)

9. 62% of Gen Z-ers will not use an app or website that is too slow to load.

Most Gen Z-ers have never experienced the dial-up internet connections Millennials and older generations first encountered during their internet journeys. They have been used to seamless movement between the physical and online worlds and are, therefore, less forgiving of technical issues like slow site loading of sites. 60% will also not use an app or website that is hard to navigate.

(IBM)

10. 55% of Gen Z use their smartphones for 5 or more hours a day.

Over a quarter (26%) use their phones for 10 or more hours. It's not just that Generation Z enjoys early access to smartphones; this also creates a sort of dependence on these devices. 29% of Gen Z are on their phones after midnight every night, and 31% feel uncomfortable if they are without their phone for 30 minutes or less. These Generation Z trends that show extensive reliance on phones might be interpreted as unhealthy but also provide the surest way for businesses to target young customers.

(CGK)

Generation Z Social Media Statistics

11. One-third of Gen Z were persuaded to buy something after seeing it on social media.

A Campaign Monitor study shows that 33% of Gen Z members bought something after seeing a social media post. 29.8% have never been persuaded into buying something via social media, whereas 29.5% have purchased something 2-5 times a month, 5.2% did so 6-10 times a month, and only 1.6% made 11 or more purchases.

(Campaign Monitor)

12. Facebook usage among US 12-34-year-olds fell from 48% in 2017 to 29% in 2019.

Nearly 70% of Gen Z-ers were using Facebook to learn about live events but recent data indicates that 30% of Gen Z-ers have stopped using the social network. While Facebook hasn't lost its relevance completely, newer social media like TikTok, Instagram, and Snapchat seem to appeal more to younger users. These Generation Z social media usage statistics are also an indication of the generation's preference for visual over written content.

(Business Insider, Marketing Charts)

13. Gen Z-ers make 60% of TikTok's user base.

Gen Z is fueling the growth of TikTok. The short video-sharing platform attracts the younger audience by offering fresh takes on advertising and a whole new level of authenticity. Users mostly use TikTok to discover new music or express themselves.

(Forbes)

14. 20.2% of Gen Z-ers prefer engaging with a brand on social media, more than any other channel.

While it is expected that social media is the channel of choice for Gen Z-ers to engage with brands, it is surprising that the two next most preferred channels are email (19.2%) and in-person (18.4%). The former again belies the fear of marketers that Gen Z-ers don't use email while the latter goes against this age group's reputation for preferring digital interactions to in-person ones. Based on these Gen Z statistics, ads (16.1%), chats (14.7%), and company blogs (11.5%) are the other channels in order of preference.

(Campaign Monitor)

15. 41% of Gen Z say Instagram is their preferred social media platform for following brands.

Instagram's visual format and easy scrolling make it a versatile platform for Gen Z who mostly use it for following brands. To communicate best with Gen Z through social media, one needs to understand how members of this generation use each platform. Facts about Generation Z and their social media habits show that Snapchat is used to post a video or a selfie. Facebook is used mostly to look up or create events.

(Marketing Charts)

16. 85% of Gen Z use social media to learn about new products.

A strong social media presence is imperative for brands targeting Generation Z. Social media marketing agencies should be aware that 69% of Gen Z members will visit a store based on a retailer's social media posts. Nearly 80% of Gen Z-ers get influenced to shop at a retailer they have never been to before through social media. Moreover, 83% of Gen Z-ers trust product information shared by other shoppers on social media more than they trust advertising.

(Marketing Charts, Marketing Charts)

17. Facts about Generation Z show that 42% of this age group feel that social media has a direct influence on how they feel about themselves.

For a lot of Gen-Z members, the internet has been an omnipresent entity. This fact, as well as their relative inexperience in life, becomes evident in the importance they place on social media presence. 42% also feel that social media affects how other people see them, which is remarkably high compared to older generations.

(VOA News)

18. 71% of Gen Z-ers watch more than three hours of online videos every day.

Decreasing data costs and the availability of a wide range of content has meant that while only 32% of Gen Z-ers were consuming even a single hour of video content daily in 2016, now, nearly three-fourths are doing it for more than 3 hours, according to Generation Z statistics. Video marketing experts should note that YouTube is the go-to source for video content, but Facebook is fast catching up as a video hub, too. 71% of Gen Z-ers also have a Netflix subscription, more than any other generation.

(EarthWeb)

19. 45% of Gen Z currently follows more than 10 influencers on social media.

76% of Gen Z-ers follow at least one influencer on social media and 45% follow over 10. More than half (52%) of Gen Z-ers trust social media influencers regarding products or brand advice. One in four Gen Z women learns about new products/services via social media influencers. Other Gen Z statistics indicate that members of this generation are 56% more likely to try a product that their favorite influencer has recommended.

(Forbes, Bizjournals, GenHQ)

20. Social media influences 54% of Gen Z.

Social media is more influential for Gen Z-ers than any other marketing channel, with 85% of this cohort learning about new products or services through it. One in three Gen Z members follow brands they are thinking of purchasing from.

(Pitney Bowes, Hootsuite)

21. 73% of Gen Z follow one or more brands on social media.

This generation is 59% more likely to follow a brand account on social media compared to any other age group. Data also shows that the majority of Gen Z-ers follow one or more brands and over half (52%) follow at least three brand accounts.

(Hootsuite, CGK)

Generation Z in the Workplace Statistics

22. 75% of Gen Z-ers don't consider college the only path to a strong education.

Having witnessed the recent Great Recession and the ongoing college loan crisis, a surprisingly high number of Generation Z members don't see college as a prerequisite to success in life. Many are choosing to go into the workforce right after school. No wonder then that 89% of them also say that they aren't keen on taking on debt to cover the costs of higher education.

(Forbes, Forbes)

23. Over half of Gen Z say they want to start their own company.

54% of Gen Z-ers aspire to become entrepreneurs. This goes in line with the previous Generation Z education statistics that highlight the hesitation young people have towards higher education. Over 30% of Gen Z-ers said they considered taking a gap year after high school. A significantly larger proportion, 89%, have considered a different path than the traditional four-year degree.

(Forbes)

24. 76% of Gen Z members describe themselves as capable of driving their careers.

The majority of Gen Z-ers believe they are capable of driving their career. What's more, only 38% consider work-life balance important and 58% would work nights and weekends if that leads to higher pay.

(CSP)

25. 77% of Gen Z-ers say a company's diversity would be a deciding factor when they look for jobs.

Many Facts about Gen Z show that this cohort's attitudes towards work are also slightly different from those of their older counterparts. 70% of prospective Gen Z employees look at company reviews on sites such as Glassdoor, and 69% are more likely to apply to a company if it manages its brand well. Job fluidity is another aspect important to Generation Z, with 75% expressing interest in inhabiting numerous roles within a company.

(Forbes)

26. 81% of US Gen Z adults consider money the biggest stress factor.

This compares to only 64% of older Americans who consider money a stressor. 77% of Gen Z-ers are also stressed out about work. This is an indication of the importance price is likely to play when Gen Z-ers go out shopping. If businesses can promise high perceived value for a nominal price, they are likely to win many Generation Z customers.

(Best Money Moves, Business Insider)

27. 80% of Gen Zers aspire to work with cutting-edge technology.

Gen Z's deep understanding of technology drives their desire to work with it. Generation Z statistics indicate that 77% of Gen Zers are willing to be technology mentors to others in the workplace and 91% believe that technology will greatly impact their job choices when choosing between similar offers, and 80% say that technology and automation will bring about a more reasonable work environment.

(Dell Technologies)

28. 52% of Gen Z are confident in their tech skills needed for employment.

Over half of Gen Z believe they have the tech skills that employers are looking for. Just 57% believe that education has successfully prepared them for future careers. 75% expect to learn from peers instead of online programs.

(Dell Technologies)

29. For 70% of Gen Z, salary is the top motivator.

Gen Z is a more pragmatic generation compared to Millennials. 65% think salary is very important and 70% consider salary as the top motivator. Additionally, they are concerned about benefits. 70% list health insurance as the top Generation Z interests when considering a job.

(CSP)

Generation Z Consumer Behavior Statistics

30. 36.4% of Gen Z have never bought something as a result of an email marketing campaign.

Email marketing experts should take notes and improve their strategy when it comes to converting Gen Z customers. Over a third of consumers (36.4%) have never made a purchase because of an email. 28.5% of Gen Z members say that an email has persuaded them to make a purchase 2-5 times a month. Another 27.9% purchased only once, 5.9% said email has enticed them to buy something 6-10 times a month, and only 1% did so 11 or more times.

(Campaign Monitor)

31. Statistics about Generation Z show that by 2025, this age group will account for 85 million of all US consumers.

Understanding this generation will be critical for businesses interested in succeeding in the next decade and beyond. However, this understanding will have to be nuanced and go beyond the easy stereotypes like internet addiction and the low attention span normally associated with the generation.

(Insider Intelligence)

32. American Gen Z-ers hold $44 billion in buying power.

Consumer behavior trends for Generation Z vs Millennials further show that the former are a very different kind of shoppers, partly on account of being digital natives. Businesses need to make an effort to understand this cohort if they want a share of this sizable pie.

(Forbes)

33. Generation Z influences $600 billion in family spending.

Gen Z is typically better informed of new trends and more open to trying out new brands and products. This has a bearing on the purchase patterns of their parents or other earning members of the family and will likely shape Generation Z spending habits in the future. These Generation Z statistics are reflected in another survey, carried out by IBM, in which over 70% of Gen Z-ers say they influence family decisions on buying furniture, household goods, as well as food and beverages.

(WARC, Archant Dialogue)

34. 67% of Gen Z-ers do most of their shopping in a store.

Given the large amount of time they spend online and their tech-savviness, it might come as a surprise that a majority shop in physical stores more often than online. This could be partly due to the lack of access to credit cards for the younger members of the cohort.

(Retail Touch Points)

35. Generation Z members have an attention span of 8 seconds.

Gen Z facts indicate that fast internet speed, which brings the world to their tips, and multiple choices have led to a decline in the attention span of Gen Z-ers. Not long ago, Millennials with their average attention span of 12 seconds were considered distracted. Leading social media platforms have developed advertising options for this audience: from Vine's 6-second videos, Snapchat's 10-second story limit, and YouTube's 6-second pre-roll ads. At the same time, Gen Z-ers are also known for their ability to multitask, especially when using their electronic devices.

(Entrepreneur, UX Collective)

36. 43% of Gen Z-ers would participate in a product review.

Generation Z is looking for engaging conversations with brands and is interested in building brand relationships. Another sign of collaborative engagement is that 42% of Gen Z-ers would participate in an online game for a campaign. These Gen Z statistics give rise to a challenge for retailers to create a personalized, interactive experience for their customers.

(Forbes)

37. 67% of Gen Z-ers prefer seeing real people in advertisements.

A preference for authenticity and a realistic narrative means that Generation Z has a soft corner for influencer marketing specialists. While 67% of Gen Z-ers prefer to see real people in social media ads, 37% prefer celebrities. According to Forbes, in the top 10 list of influencers for this generation, only one-Jennifer Lawrence-is a traditional movie star. Gen Z statistics might cite some other celebrities like Kylie and Kendall Jenner, but most Gen Z-ers favor Snapchat and YouTube stars.

(Wpromote, Forbes)

38. 54% of Gen Z-ers want control over the personal information they share.

While the general image of Generation Z might be that they are a lot more comfortable living a public life through social media, these young users are also cautious when it comes to divulging information on health and wellness, location, personal life, or payments. Along with the constant presence of the internet, these users have also lived with widespread cybercrime around them from an early age, making them extra-cautious, Gen Z statistics indicate.

(IBM)

39. 55% of male Gen Z buyers say a high-quality product would make them feel loyal to a brand.

Despite the high Generation Z reliance on technology, customer loyalty statistics indicate that people in this group care more about retail basics than about the bells and whistles of shiny apps and capabilities. For 55% of male and 47% of female Generation Z shoppers, the most important factor for brand loyalty is product quality. Women (55%) tend to feel more loyal to brands that offer reasonably-priced products, compared to 44% of men.

(CGK)

40. 61% of Gen Z-ers prefer brands that offer secure storage and protection of personal data.

Establishing trust with Gen Z-ers is vital when brands try to engage them as future customers. Studies on Gen Z facts indicate that factors like clear terms and conditions in how information is used, what data is collected, and incentives in return for access to personal information are important to this cohort.

(IBM)

41. 39% of Gen Z would feel loyal to a brand that matches their style.

Compared to Millennials, Gen Z-ers (39%) are more likely to feel loyal to a brand that matches their style. Another 31% would become loyal customers to a brand that supports causes they agree with, whereas 21% said it's important the brand is cool and their friends also like it.

(CGK)

42. 68% of Gen Z read 3 or more reviews before buying something for the first time with their own money.

Generation Z statistics show that if marketers want to sell their brand to this cohort, it's even more critical to build a body of consistently positive online reviews than it would be when targeting other cohorts. Another way to impress this generation is to use top-ranked influencer marketing platforms to find the right individuals and build an engaging social media presence. 46% of Gen Z currently follow more than 10 influencers on social media, while 73% follow at least one brand and 52% follow three or more.

(CGK)

43. Good company ratings and reviews make 62% of Gen Z feel confident to buy.

When looking for a company or brand Gen Z would trust to buy from, online ratings and reviews are the main factors they would consider. According to Generation Z statistics, 58% of shoppers would feel confident to purchase something if the company offers easy returns. Recommendations from friends and family come in as the third most important factor at 56%.

(CGK)

44. 43% of Gen consider it important that the online experience is easy to navigate.

When Gen Z-ers are into the buying process, the decisive factor on whether to buy something would be how easy the online experience is to navigate. Easy check out and pay comes in second at 36%, followed by the ability to see ratings and reviews (35%). 27% of Gen Z shoppers would be more compelled to buy something if there aren't pop-ups or ads. Generation Z facts further show that 26% consider having a clean-looking website the most important aspect of a company's online experience.

(CGK)

Generation Z FAQ

What is the Generation Z age range?

Generation Z succeeded the Millennials and precedes Generation Alpha. It refers to the people born between1997 and 2012. The Generation Z age range is 10-25 years old.

(Kasasa, Beresford Research)

How many Gen Z are there in the US?

According to the latest data, 67.8 million of the US population are Gen Z-ers. Millennials remain the largest age group at 73.2 million. Baby Boomers account for 70.4 million of the US population and Generation X-ers account for 65.2 million.

(Insider Intelligence)

What are the values of Generation Z?

Gen Z is the first generation born into a fully digital world and is more connected than any other generation. The Gen Z demographic profile is the most diverse generation, racially- and ethnically-wise. They are progressive and concerned with social justice and equality.

(TOKION)

What percentage of consumers are Gen Z?

As Generation Z statistics show, this generation accounts for 40% of all consumers. Estimations are that by 2025, Gen Z will account for 85 million of all consumers.

(Forbes, Insider Intelligence)

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Generation Z Statistics - 2023 | 99firms

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Read the recent Generation Z statistics to become more familiar with the trends and habits that shape this powerful consumer group.

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With the Baby Boomers taking a back seat, it's time to herald in the new young, tech-savvy Millennials and their younger siblings, Generation Z.

Millennials and Generation Z are socially connected and are much more likely than other generations to rate their products or services on-line. So, it is safe to assume that the world at large, including your potential new customers, will hear the good, the bad and the ugly with regards to your brand from this review happy cohort.

Sadly, the majority of businesses are ignoring these powerhouse consumers, or at least not doing anything different to address their customer service strategy and make sure they are having the best experience with your brand. According to Gallup, only 25% of millennial consumers are fully engaged with the brands and services they purchase, and in fact, they have the lowest overall customer engagement score of any generation.

So, let's take a look at exactly what this young breed of consumers is looking for from their customer service center.

What do Millennials and Generation Z's expect from a customer service contact center? Millennials and Gen Z require customer service which is authentic and provides swift resolution to their product and service inquiries with integrity and using the last technology. Although they want responses via smart devices and prefer self-service, they also demand live agent contact.

So, now we've seen the short answer as to what this large purchasing demographic demand from their brands, let's take a closer look at how the requirements of Millennials in more detail.

Millennials

With ranks of over 76 million, this young group has taken over Baby Boomers, and are now the largest group of consumers in the U.S. One of the most important things to remember is the power of their influence.

Designing your customer service strategy with this influential group of customers is important to the survival of any company - large or small.

Millennials expect fast and accessible customer service.

In order to meet the Millennial expectation, companies are required to give a dynamic mix of 24 hour, around the clock availability in a variety of ways, including Facebook Messenger, digital chat agents, mobile chat and also empowering their rea live agents the skills authority and the technologies required to resolve issues quickly and efficiently.

Millennials are the first generation to grow up with immediate real-time responses, smartphones, and constant access to information. As a result, they have come to expect this from the customer experience that brands provide. Here are a few findings which businesses would be wise to take on board.

71% report that the most important thing a business can do is value their time

25% report expecting a response within ten minutes to a social media customer query 30% expect a response within less than 10 minutes when they reach out to customer service as a text message.

Multi-Channel customer service.

If the young Millennial customer hasn't been able to find out answers from a self-service capacity, they'll only then turn to a front-line customer service agent.

At this point they're looking to initially start their customer journey online and follow this up with:

When they do, they will demand a seamless and integrated experience that is available to them on all channels and will become frustrated if they have to restate their issues multiple times.

One of the ways of solving this issue for this young, demanding cohort, is to use customer service cloud-based technology through modular-based seamless integration products like CommBox.

CommBox predicts the channel customers prefer to use, and combines customer service, customer operations, and also live customer service professionals - to engage the customer and also efficiently resolve queries effectively at every single touchpoint.

A real conversation

Today's young generation needs to engage with brands with trust and transparency. They need to see your business has integrity and genuinely cares. This young group are the most well-educated cohort so far and understand completely if they're being sold insincere customer service.

As a result of their understanding, they expect brands to not simply exist on social media and other mobile platforms, they need to feel that brands are acting in a responsive and meaningful way and have a real feel of authenticity.

This group of young consumers expects to see companies actively participating in real-life conversations. They need to see the brands they're engaged with - and know that they will follow and respond quickly to their product needs and inquiries.

Digital self-service.

Millennials are self-reliant and technology dependent. This autonomous group prefers to solve customer service issues themselves, using available technology rather than the frustrating wait of communicating directly with an agent.

Businesses should be looking to implement strategies such a virtual agent to enable Millennials to serve themselves easily and quickly.

Millennials expect convenience.

Although it's often said that Millennials are impatient at best, and maybe even lazy, however, this is not at all true. What it does mean is that they demand the right information, via the channel that suits them best, at the right time. The term 'convenience consumers' most definitely relates to this consumer demographic.

Those companies that integrate such technologies that can produce natural language in their chatbots, and virtual agents can significantly improve the convenience of all users, including the Millennials. This is where CommBox provides a wealth of tools to enhance any customer interaction.

This way, your customers can more easily react with your business using conversational and familiar language.

Many of today's best technologies, such as CX, can allow voice-activated agents to very easily and conveniently share interactive help and assistance on a product with callers on their smartphones, making sure that Millennials are using the kind of formats using their touch screens that this tech-savvy cohort prefers.

Providing them with a multitude of service channel options available to them ...24/7 - in order to meet their round, the clock needs.

Millennials demand personalization.

Millennials are looking for your company to have a really good handle on their service history at any point they decide to reach out. Securing your Millennial's customers profile in your intelligent CRM before they discuss their query will make sure you give them the trust in your brand, they need to continue to buy from you.

Different from other generations, Millennials are more likely to share sensitive data with you in order to receive a much more personalized experience and also to keep them engaged in your product or service.

So now we've seen some of the ways you can expect Millennials to respond to your customer service, alongside their new requirements in order to keep fully on board with your brand, let's take a look now at how the youngest of our generations, Generation Z are set to change the entire face of customer service in the near future.

Service expectations of Generation Z

During the last decade, many companies have been working hard to keep up to date with a number of changes in order to entice Millennial customers. This customer demographic has most probably had the most media and business attention than any other.

Many conferences, newspaper columns, and other kinds of commentaries have tried to unravel the complex and new needs of these young consumers.

Companies have been studying how they can become better informed and connected with this group and how better to serve them.

However, the next generation is already waiting in the wings and is poised to have an even greater impact on our customer service centers and how they require information on products and services than any other demographic before them.

What does Gen Z want?

Although it may seem as if young people struggle to make everyday decisions, such as deciding on a phone they want to purchase, let alone which college they are looking to major at, but these super savvy youngest consumers know exactly what they want from their customer service.

Generation Z is the cohort born after 1955 and grew up literally attached to a smart screen of some kind such as smartphones, tablets and all the opportunities offered to them by a digitally connected world. This technical upbringing has paved the way for who they want to engage with brands and also it is now dictating the way in which businesses connect with them, in order to guarantee their loyalty.

A recent study by the IBM Institute of Business Value and the National Retail Federation (NRF) of consumers aged 13 to 21 found that the wants and needs of this demographic are specific and uniquely pertinent to them entirely.

By the year 2020, Gen Z will account for a whopping 40 percent of Americans and currently are 25 percent of the entire US population.

In order to effectively serve this young group of consumers, brands must first understand where they spend their time, their expectations and what drives them in terms of their customer service requirements.

If you are looking to see where Generation Z hangs out, you will almost certainly find them for the largest proportion of time, online. A huge portion of this group chooses to spend their downtime online. They will purchase anything from clothing to electronics furniture and even household goods.

Many of them are tasked with the research required to purchase for other less digitally savvy members of their family and account for an enormous portion of goods and services purchased.

Businesses should not underestimate their buying power or be under the impression that because they are young, they should not have their needs met. Their perception of how thy see service is unlike that of any other generation and they expect their experience to be utterly seamless and without friction or frustrations.

This expectation extends right through from the buying cycle, all the way through to their overall customer experience.

Now that we've seen how both of these young groups of current influential consumers roll when it comes to their customer service expectations, let's take a look below on how we can make sure you are offering them the kind of customer service they require.

What do you need to keep up with millennials and Gen Z?

Millennials live in a fast-paced, digital world that moves at the speed of innovation. Tired or antiquated old types of technologies will drive this vitally important market segment away in huge swathes. Take a look below at the types of omnichannel technologies that Millennials require in order to engage with your brand and business.

Digital service channels such as live chat and mobile apps which should be an ongoing part of your customer service investment strategy

Speech technology that combines voice and digital channels for faster and much easier digital journeys

Mobile Texting or Facebook Messenger to meet this young group of consumers ongoing need for social media interaction

Chat technology that makes customer service conversations more intuitive and makes escalation to a phone agent seamless with the transfer of information.

The need to reach a live, phone agent when needed

The ability for voice agents to share an integrated online platform that provides not only audio but also visual interaction between customers and agents within their call

Virtual agents that let customers ask questions in natural language for more self-service resolutions and also used as tools by customer service agents

And finally...

These tech-savvy and more demanding generations expect their brands to interact with them on a 24/7 basis, at any time of the day or night and on any platform, they choose

They are looking mainly for two ways of interacting with customer service departments. These being self-service and instant responses to their product or service queries. If your FAQ's aren't cutting it with this fast-moving age group or when chatbots aren't giving them the quick and efficient answers they require, you should be ready and waiting to fix those issues pretty much immediately. CommBox can provide some easy answers to any issues you might be having with your contact center channels. Why not contact us now and see if we can help?

These young consumers are admittedly more demanding than past generations and expect to be able to interact with brands at any time and on any platform. Millennials and Gen Z consumers want two things: responsiveness and self-service. But when frequently asked questions pages and troubleshooting chatbots fall short, you need to be ready to fix issues quickly and completely.

A failure to meet these demands will cause a deluge of poor feedback and this young group of consumers will simply stop doing business with you. Not only that, but they'll also make sure they tell their peers about their experience via social media or by leaving negative reviews.

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The Customer Service Experience for Millennials and Gen Z | CommBox (BumpYard)

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With the Baby Boomers taking a back seat, it's time to herald in the new young, tech-savvy Millennials and their younger siblings, Generation Z. Millennials and Generation Z are socially connected and are much more likely than other generations to rate their products or services on-line.

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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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By Mary Hanbury

Generation Z's approach to brands is part of what sets it apart from previous generations.

When deciding where to shop, their primary motivator is price, according to a Business Insider survey of more than 1,800 Gen Zers.

Since they frequently document their life on social media, they feel a pressure to always have new clothes. That is fueling growth in unconventional forms of shopping, like rental and resale.

Being unique - and balancing that with saving money - is a defining trait of this generation.

Amanda Chernin, age 20, from Delray Beach, Florida, says she shops online almost every day.

She is not loyal to any one brand or store. Instead, she shops wherever is most affordable. She rarely goes to a physical store to try clothes on, and if she ends up not liking a piece she buys, she resells it online.

"Older generations grew up without this technology and being able to shop online," she said. "I literally order something online every day."

While Chernin's approach to shopping might still be alien to some consumers, she is an example of a Generation Z consumer. She is part of the first truly digital generation, which has grown up cradling a smartphone and has never known a time without the internet and social media.

For the past decade, brands have scrambled to serve millennials, the first internet-obsessed generation that's been blamed for killing dozens of industries and forcing retailers to rethink their online-selling strategies.

Now, brands are bracing themselves for the next wave of shoppers, between the ages of 13 and 21, who are gearing up to enter the workforce and become a formidable force in the economy.

Experts say that Gen Z will not be an extension of the previous generation and should not be thought of as millennials 2.0, but instead as a distinct set of people with unique experiences, beliefs, and behaviors. This generation, they say, will fuel a massive change in how people shop.

They don't want to pay full price for anything

Gen Z is thrifty above all, experts say.

"They are very fiscally pragmatic and practical with their money. They are looking for value," Jason Dorsey, a Gen Z consultant and researcher who delivered a TEDx Talk about this generation, told Business Insider.

Dorsey said that value can be achieved in two ways: by shopping for clothing from brands that already have low prices, or by buying more expensive things that last longer.

"I can't afford nicer brands of clothes," Chernin said. "I like to save and would rather have money in the bank than be broke."

"Older generations grew up without this technology and being able to shop online. I literally order something online every day."
Amanda Chernin

Tanner Frick, 21, majors in business at the University of Sioux Falls, in South Dakota. He's a self-described "brand freak" and says he shops at Nike, Lululemon, and Patagonia. "I trust them more," he said, referring to these brands and the warranties they offer.

Patagonia, for example, has an unlimited returns policy on unworn items and offers a repair service for worn clothing.

"In the end it's worth it," he said, referring to Patagonia's relatively high prices. The outdoors retailer sells men's vests that range from $80 to $200 and jackets that cost up to $280.

For others, low prices are more important. This was evident in Business Insider's recent survey of 1,884 Americans between the ages of 13 and 21. This national poll was conducted with SurveyMonkey Audience partner Cint on behalf of Business Insider and ran January 11-14.

When asked what was the biggest factor when deciding whether to purchase items from a particular brand, 60% of respondents said price.

"They don't want to pay full price for anything," Dorsey said, adding that these spending habits were likely passed down to Gen Z by their parents and teachers, who were shaped by the recession.

The median-age Gen Z shopper, currently 17, would have been 6 when the financial crisis began, in 2008. While they were not in the workforce yet, they were old enough to remember it and see how their parents and older friends struggled, Dorsey said.

An obsession with price instantly makes them less loyal to brands.

"There really isn't loyalty like in the past," Marcie Merriman, the executive director for growth strategy and retail innovations at Ernst & Young, told Business Insider.

They "are highly informed and want to take charge of their lives and their futures," Merriman wrote in a recent EY report about Gen Z. "Getting these consumers to be loyal to your brick-and-mortar will be more challenging than ever."

Taryn Merari, 19, a design major at New York's School of Visual Arts, told Business Insider that she rarely shops by brand. She is almost always led by price.

She shops, she said, by the mantra "'What clothes do I need?'"

"If I need leggings, I look for leggings by color or by texture." This way she can get the best deal and the best quality.

Getting a Gen Zer to be loyal to a brand is nearly impossible. Brands need to work extra hard to earn their trust.

Members of Gen Z have largely been made skeptical by their ability to verify almost anything online.

For this reason, experts say that Gen Zers value transparency and authenticity in the brands that they shop from, and retailers are gradually responding to this idea.

Younger brands such as Everlane and Toms have led the charge, but increasingly legacy brands such as American Eagle Outfitters are shifting to offer greater transparency in their products and marketing.

Aerie, American Eagle's lifestyle and underwear brand, is a good example of this. It was applauded by customers for its decision to ban any photo retouching in its ads in 2014. And this has shown up in its financials: In early June, the company reported earnings for the first quarter of 2019. Same-store sales at Aerie were up 14% during the quarter, which marked its 18th consecutive quarter of double-digit growth.

Meanwhile, competitors such as Victoria's Secret, which has been more resistant to changes in branding, have suffered. Same-store sales of the Victoria's Secret brand were down 5% for the first quarter.

Anya Ortakales, 17, a high-school senior at Kearsarge Regional High School, in New Hampshire, compared Aerie and Victoria's Secret to show just how important the brand's message is in her decision to shop there.

"It's very important to show that anyone can buy stuff like that and look good in it," she said, referring to Aerie's undoctored images and the "real women" it features in its ad campaigns.

"It makes me feel better about buying from Aerie and supporting them," she said.

Chad Kessler, global brand president at American Eagle, recently expressed his excitement about Gen Z becoming Aerie's target shopper.

"Gen Z wants to support and participate in brands that they believe in and that reflect them," he told Business Insider. "They are loyal to brands that they feel understand them and reflect their values. We have always been a brand that stands for inclusivity, diversity, and youth empowerment, and I think that resonates with this customer."

But there is no guarantee that these shoppers will stay loyal, experts say. Gen Z is more fickle than previous generations, and if brands are slow to engage or if they break their promises, these young shoppers will move on.

They also do not use brands to define their identity like past generations may have done.

"The rules of dress when millennials were younger and the ways that they determined the appropriate things to wear were about the brand and what the brand was. As long as they were in the right brand, they felt confident," Merriman said. "That brand represented more of who they were, and it made them feel safer or more secure in their decisions."

Merriman said that the reverse is happening now. Gen Z is creating its own personal brand.

"It's not the brand leading the consumer; it's the consumer using the brand or the product in whatever ways they want," she said. This is partly driven by the influencer community, she added. Traditionally, a brand image was determined by the company and how it chose to market it.

Now, a brand image is increasingly about how it is perceived and marketed by the influencer who wears it.

Living life in pictures means you need a lot of outfits

Gen Z may be more sustainability-minded than previous generations, but they also face constant pressure to wear new items given that they are likely to be the most photographed generation.

In the past, this would have been easily remedied by fast fashion, and for many it likely still is. Fast fashion that is created cheaply and discarded quickly contributes to waste, however. According to the US Environmental Protection Agency, 26 billion pounds of textiles end up in a landfill each year. Shoppers with an eye on sustainability and who also want to wear unique clothes have given rise to nontraditional modes of shopping such as rental and resale or thrift.

Rent the Runway, which was recently valued at $1 billion in a $125 million round of new funding, is paving the way in clothing rental. Its core subscription service, targeted at an older demographic - women in the workforce - plays into the hands of customers who not only crave newness but are more conscious about sustainable living and preserving the environment. This positions it well to appeal to Gen Z shoppers in the future.

"There are kids at school who think it's stupid to shop at American Eagle because then you all end up with the same clothes. They go to the smallest stores they can find, that they know no one else is shopping at, so they know they have something different."
Anya Ortakales

"Gen Z lives their life in the cloud - their content, entertainment, and music all exist in the cloud with unlimited choice," Rent the Runway CEO Jennifer Hyman told Business Insider. "We are offering them the exact same thing for their physical lives."

Hyman said that Gen Z is one of the first groups to adopt this new style of shopping and to feel that it is the norm.

Legacy brands have adopted similar services. Express recently launched its Express Style Trial service, which allows consumers to rent up to three items at any given time for a monthly fee.

And in March, American Eagle launched a near-identical clothing-rental subscription model known as American Eagle Style Drop.

For $50 a month, members can rent up to three items at a time and make an unlimited number of exchanges. The shipping costs are covered each way, and dry cleaning is free. If customers decide they like a piece, they can purchase it at a discount of 25% or more.

"There is a trend toward clothes having a second life or being used again," Kessler said. "This is part of their focus on quality, value, and thoughtful purchasing, and I think these [rental services] are just different ways for them to participate."

Gen Z is thrift-shopping for the same reasons. Online resale site ThredUp recently estimated that one in three Gen Z consumers will buy used clothing in 2019.

"There is an obsession with freshness," Karen Clark, the vice president of marketing communications at ThredUp, told Business Insider, adding that the company posts 1,000 new items online every hour.

"They want to flip their wardrobe, but they want to do that without doing damage to the environment," she said.

Chernin, for her part, turns to Poshmark when she wants to sell a piece of clothing she no longer likes or has use for. Poshmark, which allows users to list and sell their own clothes, is said to be preparing to file for an IPO later this year, The Wall Street Journal reported in April.

Jessica Pruitt, an associate manager of marketing at Buffalo Exchange - a thrift store that buys and sells used clothing at 49 stores across the US - told Business Insider that the store has seen an uptick in Gen Z shoppers as the stigma around resale fades.

Secondhand shopping also affords Gen Z the chance to dress in unique ways. They use thrift to build their own identity and create their own story, Lennox Thomas, Goodwill NYNJ's executive vice president for retail operations, told Business Insider.

Ortakales has found that some of her classmates have become so "obsessed" with creating a look that "sets them apart" that being unique has become a trend in and of itself.

"There are kids at school who think it's stupid to shop at American Eagle because then you all end up with the same clothes. They go to the smallest stores they can find, that they know no one else is shopping at, so they know they have something different," she said.

Ortakales said she believes that this desire to be unique stems from the important societal and cultural changes that have occurred during this generation's upbringing, which has made them more accepting of diversity.

"My generation is so focused on accepting people that are different that there's this mindset that if you do want to follow what other people are doing, it's frowned upon," she said. "We are trying so hard to make sure everyone feels included and accept everyone, so you have to be different to be involved in that."

Reporting by Mary Hanbury
Editing by Madeline Stone, Cadie Thompson, Matt Turner, and Alyson Shontell
Design by Samantha Lee and Skye Gould
Photography by Hollis Johnson
Graphics by Shayanne Gal

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Gen Z is leading an evolution in shopping that could kill brands as we know them

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Generation Z's approach to brands is part of what sets it apart from other generations. When deciding where to shop, their primary motivator is price.

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Only a minority of plastic pollution floats on or near the surface, while the majority sinks to the ocean floor. While it still seems impossible to clean up the Vortexes, huge volumes of plastic debris wash up on beaches and shorelines, where it can be collected relatively easily and without complex technology by the global Parley network of cleanup organizations.

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When you think of Channing Tatum, you might picture his serious versatility as a performer, easily moving from adventure flick hero to award-winning actor. Or your mind might wander to this summer's Magic Mike XXL, where Tatum rolled his body in ways you didn't even know were possible. [Fanning blushing face.]

Either way, you should also know that the Hollywood leading man is also an incredible do-gooder, and is leading an effort to research and preserve the medicinal plant traditions of the Ecuadorian Amazon.

As an ambassador for the Runa Foundation-a non-profit launched by the founders of organic guayusa tea company Runa -Tatum recently traveled to the region to spend time with the Sápara and Kichwa, communities at risk of extinction due to rainforest destruction. The small indigenous tribes have a vast and sophisticated knowledge of the rainforest's plants and trees, many of which could hold cures to chronic illnesses.

"Manari, one of the indigenous Sápara leaders, told me, 'Our people are going to disappear, but we want to leave the knowledge of our medicinal plants behind,'" says Tatum, who spent a week living among the tribe with the Runa Foundation team.

"While it's very disheartening to witness the struggles of their people, the humble generosity of this vision spoke to me. The knowledge of medicinal plants is the heart of their people, and my hope is that by sharing these plants we can create a more optimistic future for [them]," he says.

How is that happening? Well, for generations, the Kichwa people have used an indigenous super leaf called guayusa for immune system health and mental clarity (it's often used as part of pre-hunt tea ceremonies to improve hunters' focus). It's also the key ingredient in Runa's teas and natural energy drinks, giving them double the polyphenol antioxidants of green tea and an even caffeine release (as opposed to a sharp spike, like you'd get from coffee).

To help ensure a future for indigenous tribes like Sápara and Kichwa, Runa Foundation has provided more than 3,000 guayusa farmers a stable income through sustainable harvesting practices, and has replanted more than a million rainforest trees.

Tatum originally approached the company due to a belief in the product and mission-he first discovered it while working on the Magic Mike scripts-and is now an investor in Runa and a brand ambassador. "It was great to find a quality energy source to replace coffee," says Tatum, "but it was truly inspiring to find an organization behind it that takes sustainability and benefiting farmers so seriously."

During his Amazon trip, Tatum also started working on a new project with Runa Foundation called PlantMed, which will build the world's first medical facilities to clinically research Amazonian plant medicine. The group plans on opening two clinics-one in Peru, called Rios Nete, which will be co-created with the indigenous Shipibo people; and the other in Ecuador, called NAKU, a collaboration with the Sápara people.

Both facilities will have a groundbreaking approach to medicine: Treatments will be administered by indigenous healers and managed and analyzed by Western doctors. Tyler Gage, co-founder of Runa and Runa Foundation, joins Tatum in the venture. "The indigenous people see the rainforest as a natural pharmacy, and yet only a tiny fraction of the plants have been scientifically analyzed," Gage explains. "Spreading the word about the Amazonian rainforest's healing powers through ambassadors like Tatum could improve health for people around the world and potentially save lives."

"You could say Channing is humble for a celebrity, but he's also humble for a normal person," says Gage. "He's immensely caring and that comes through in everything he does and the way he holds himself."

We can't wait to see his next act. -Larkin Clark
For more information, visit www.fundacionruna.org (Photos: Brian Bowen Smith)
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When you think of Channing Tatum, you might picture his serious versatility as a performer, easily moving from adventure flick hero to award-winning actor. Or your mind might wander to this summer's Magic Mike XXL, where Tatum rolled his body in ways you didn't even know were possible. [Fanning blushing face.]

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American sportswear brand Tommy Hilfiger is teaming up with Millenium Promise on a collection aimed to help end poverty. "I'm proud to say that 100% of the proceeds from The Promise Collection will be donated to the Millennium Villages project." says designer Tommy Hilfiger. "In order to engage our customers and have full transparency, we are even giving them a chance to track, online, how their purchases directly affect a person or village in Ruhiira." The brand has also recruited Kate Holmes as a global ambassador.

Inspired by African prints and a bright colour palette, this collection features classic pieces that were either designed with locally sourced cotton or created in Africa. "Throughout my trip to Uganda, I was very inspired by the local colors of the native dress–the blues, greens, yellows and reds–and the landscapes. The fabrics of the Spring/Summer capsule collection are lightweight and breathable, which is perfect for the season, and a nod to the warm African climate." says Hilfiger. "We've recreated our classic preppy styles–polos and cotton camp shirts, shorts, wrap skirts, swimwear and dresses–with African colors, prints and motifs. On some of the items the African influence is in the detailing and on others it's more overt."
Lorelei Marfil NEXT: HELMUT LANG TO SHOW IN FRIEZE NEW YORK MORE FASHION AND SHOPPING TOP STORIES HERE

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Tommy Hilfiger Teams Up with Millenium Promise

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American sportswear brand Tommy Hilfiger is teaming up with Millenium Promise on a collection aimed to help end poverty. "I'm proud to say that 100% of the proceeds from The Promise Collection will be donated to the Millennium Villages project." says designer Tommy Hilfiger.

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Key takeaways:

Tommy Hilfiger has invested heavily in data and technology. It has fine-tuned its "See Now, Buy Now" model and created a digital wholesale facility model that it is selling to competitors. Grieder says it recouped its investment on the digital showroom in just one year.

The brand is repositioning itself as a sustainable fashion label with initiatives like jeans made from completely recycled cotton. Tommy Hilfiger is also expanding its adaptable wear line for physically disadvantaged clients to Asia and Europe, while launching an activewear line.

PVH has acquired direct operational control of the brand in China and Southeast Asia. Grieder says this positions Tommy Hilfiger for long-term growth as local partners previously prioritised speed of return on investment.

Tommy Hilfiger is on a tear. The label reported net sales of $4.2 billion in 2018, up from $3.3 billion in 2015. Last month, parent company PVH forecast higher-than-expected 2019 earnings due to greater demand for Tommy Hilfiger, the biggest component of the group's revenue.

At a recent meeting at the company's European headquarters in Amsterdam, Daniel Grieder, chief executive of Tommy Hilfiger Global and PVH Europe, told Vogue Business he attributes Tommy Hilfiger's recent performance to PVH exerting greater control on how and where the brand is sold. He says the brand is laying the foundation for future growth by expanding into new categories, and weaving data and eco-consciousness into its DNA.

Category expansion

Tommy Hilfiger has benefited from millennial nostalgia for the 1980s and 1990s, the decades when it established itself as a household name. So what happens when the trend cycle changes?

With the launch this year of activewear line Tommy Sports, Tommy Hilfiger is hoping to ride the interest in athleisure that PVH thinks hasn't yet peaked in Europe.

Another growth opportunity is an adaptive clothing line for physically disadvantaged clients that Tommy Hilfiger previewed to much acclaim in 2016. Led by Asia, the global adaptive apparel sector is forecast to do almost $400 billion in sales by 2026, up from $278.9 billion in 2017, according to Coherent Market Insights. While Tommy Adaptive is only available in the US, it is slated to roll out to Asia and Europe by fall 2020.

Grieder is also betting that customers will buy Tommy Hilfiger as it reinvents itself as an eco-friendly brand. While PVH was the subject of a withering 2011 Greenpeace report about its manufacturing partner's environmental practices in China, Tommy Hilfiger is experimenting with more eco-friendly collections, which includes denim made from what it says is 100 per cent recycled cotton. (By comparison, H&M's recycled denim line contains 20 per cent recycled cotton.)

Environmentally-friendly products are typically more expensive to produce, but Grieder says the company has shrunk additional costs from 15 to 20 per cent a decade ago, to 1 to 2 per cent now. "Price is no longer the issue," Grieder says. "For a product that has good price value, I think the consumer is willing to pay."

Taking control of Asia

Since 2016, Tommy Hilfiger has acquired full control of the joint venture that sold the brand in China and bought back the licences for Greater China and Southeast Asia. This last move was influenced by improved performance in China after PVH regained full oversight and put in greater investment.

Asia currently makes up 10 per cent of global Tommy Hilfiger sales, and Grieder says the move lets the brand better plan for the future than if it had relied on partners who want to quickly maximise their return on investment. "Our interests are maybe a bit different [from local partners]," he says.

In 2017, Tommy Hilfiger opened 382 stores on the Mainland. It also signed its first China spokesperson, actor Shawn Yue, that year. (Tommy Hilfiger saw Chinese sales slow from mid-2018, which it attributes to Sino-American trade tensions, but it expects improvement from the second half of 2019.)

Data and technology

Tommy Hilfiger has increased spending on technology by 10 to 15 per cent year-on-year since 2015. This improved the data insights that inform its "See Now, Buy Now" strategy, which persists after many other brands have abandoned the model. Key to this is the brand's new data discovery platform, which reduces the time it took for information from points-of-sale to reach headquarters, while also increasing the accuracy of data.

This supported Tommy Hilfiger's creative approach to immediate runway-to-store sales. It hires global ambassadors like Gigi Hadid and Zendaya to collaborate on collections and drum up hype, with Hadid's February 2017 collection being shown to 3,000 guests in California. The brand's latest earnings report is proof that the strategy works, Grieder says. "That's the best measurement and the best fact."

Money has also been invested in a digital showroom. Traditionally, wholesale clients visited a physical facility to inspect the wares, which required creating samples of just about every product. With the new showroom, clients assemble looks on an interactive screen with fabric swatch books on hand. This reduced the number of physical samples from thousands to about 100 per season - at significant cost savings. According to Grieder, Tommy Hilfiger recouped its investment on the digital showroom in one year.

Now, Tommy Hilfiger is selling the concept to other fashion brands that have expressed interest in the digital showroom. It is planning to offer the technology to competitors later this year.

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Now more than ever, businesses are focusing on creating delightful mobile website experiences.

After all, Google has been heavily favoring mobile-friendly websites since 2015 when it updated its ranking algorithm in April 2015, and then started indexing mobile sites in March 2018.

And that's crucial, seeing as there have been more Google search queries on smartphones than on desktop computers and tablets for over a year now.

Going forward, Google will only continue to raise the bar for what it considers to be mobile-friendly ( including page load time) and reflect that in its algorithm updates. So if you haven't been focusing on improving your mobile experience, you'd better prioritize it now, or your search ranking could really suffer. Additionally, HubSpot Research found that half of US consumers are going online on their phones more than on their computers or tablets.

To help inspire any mobile website design changes you'll be making, here's a list of 21 companies who really nailed their mobile web experience.

Shutterfly is an online service that allows users to create photo books, personalized cards and stationary, and more. Because more and more people are taking photos and then accessing them using their smartphones, Shutterfly recognized the need to create a great mobile experience for their customers -- and they delivered.

Shutterfly accomplishes two key goals on their mobile website:

It's easy for users to find out information about their offerings.

They're selling that information by way of beautiful imagery.

When you arrive on their mobile site, you'll see Shutterfly's latest promotion front and center, as well as a large finger-sized sign-in button for returning members -- neither of which overpower the user experience.

Scroll down, and users will see large buttons that make it easy for users to quickly select which type of product they're interested in. Once users click through to one of those options, they're greeted with large photos showcasing what Shutterfly is capable of for easy browsing.

Everyone has their favorite map or directions application. Mine is Google Maps, which I use whether I'm walking, driving, biking, or taking public transportation. What's special about their mobile website is that it's virtually indistinguishable from their downloadable mobile app.

The screenshots below are taken of their mobile website, but if you're familiar at all with the app, you'll notice they look exactly the same. Not only is the appearance identical, but the mobile website has the speed and functionality of the app.

Typeform is a Barcelona-based tech company with one simple mission: to "make forms awesome." Their desktop website is really beautifully designed, greeting visitors with succinct copy, high-definition videos, relevant animations, and other, more complex design components.

But for mobile users, they recognized that complex design components like video and animations could significantly affect page load time, among other difficulties. That's why they actually removed many of them -- which decluttered the site and simplified the overall mobile experience. The mobile website is a simpler version of their desktop website, and it's still beautifully designed.

Take note of the large buttons on their menu page -- perfect for tapping with your finger on a mobile screen.

Etsy is an ecommerce website where people can buy and sell vintage or handmade items. Most buyers who visit Etsy's website are there to do one of two things: Either they're searching for a specific item, or they're browsing items in categories that interest them.

The mobile website caters to both types of visitors from the very beginning. When you first go to their mobile website, you're greeted with an option to search for specific items, shops, or categories.

Immediately below the search bar are thumbnail images of trending items that showcase some of the most popular things you can buy on Etsy. Mobile users can view these trending items in a collage format, and the images are big enough for them to easily tap with their finger.

This is the personal website of Adrian Zumbrunnen, a UX designer, writer, and speaker. When you visit his website, you'll notice right away there's something very unique about it: It's a conversational website.

It almost looks like a text message conversation you'd normally have on your phone -- including the ellipsis to show he's "typing." Users are given two response options at the end of every exchange, so it's kind of like a "choose-your-own-adventure" experience.

While the mobile and desktop experience are very similar, the desktop website feels like it was made primarily for mobile -- which could be the direction sites will go in the future.

And if you'd prefer not to engage in the conversation-like exchange, you can simply scroll down for details.

Elf on the Shelf is, relatively speaking, a fairly new Christmas tradition based on a children's book. If you're unfamiliar, the basic premise is this: The book tells the story of Santa's scout elves, who are sent by Santa to watch over children in their homes all over the world and report back to Santa.

Along with the book, parents can purchase an elf figurine, which they'll subtly place somewhere in their house where their kids can see it. Every night leading up to Christmas, parents move the elf to a different location around their house to "prove" to their kids that the scout elves are real and always looking over them.

When you first arrive on Elf on the Shelf's website, you'll see there are actually numerous types of Elf on the Shelf products you can purchase. But instead of forcing users to scroll through each product individually, the web designers package each product into a large, enticing tile describing the goal of each buyer's journey, with the featured item displayed on the front.

You're not buying your own elf or pup -- you're adopting it. It's a truly empowering experience on such a small screen.

BuzzFeed is a news company known for it's viral content and popular quizzes. It also happens to be one of my favorite sources of entertainment during my commute to and from work.

And where do you think I'm checking BuzzFeed during my commute? You guessed it: on my phone. BuzzFeed knows that a lot of their visitors are visiting their site on mobile, so they've taken great care to create a smooth experience for their on-the-go readers.

When you arrive at BuzzFeed's mobile website, the first thing you'll see is some of their most popular pieces of content displayed in a simple, collage-like format using large images that are easy to tap with your finger.

For users interested in specific categories, there's a clickable menu in the top left-hand corner of the screen that lists out all the post categories.

Evernote is an application that allows you to store notes, images, and web articles and then access them across all your devices. Because users tend to download the app or access the website on multiple devices including desktop computer, smartphone, and tablets, it's essential that Evernote get the mobile experience right.

If you look at Evernote's homepage on your desktop computer, you'll notice how clean the design is. The value statements are short and to-the-point, and the graphics add to the brand's positioning but don't clutter the page.

When you look at Evernote's mobile website, you can see they've kept their color palate and general brand style entirely intact. The company's mobile website is clean, simple, and doesn't detract at all from the value of the app. Evernote's conversion path is obvious from the centered call-to-action: "Sign up for free."

Pixelgrade's Pile theme allows you to properly showcase your services and previous work and doesn't sacrifice mobile design. The theme is optimized for mobile devices while delivering on your content's intended message and aesthetic at the same time.

The Huffington Post is a well-known news outlet that reports from everything from politics and current events to entertainment and technology. What makes their mobile website unique is that they actually alter their headlines slightly for mobile users so their content is more easily scannable.

If you compare the desktop versus mobile websites, you'll notice that the mobile website has fewer words on the homepage. The headlines are shorter and much more digestible -- perfect for someone skimming or reading on a small screen.

As with BuzzFeed, you'll find a clickable menu in the top left-hand corner of the screen listing out all the post categories.

Express is a clothing store that caters to young men and women. Because their audience often comes to their website to browse clothing, it's important for their website to include big, clear images of their clothing -- especially on mobile devices, when users will need to tap items on the screen with their fingers to click through for purchase information.

Express takes their mobile experience a step further than most online retail sites. If you slide your finger from left to right across an image showing a piece of clothing, the image will change so you can see the clothing in a different view. In other words, users don't have to load another page to see multiple pictures of the same article of clothing.

Look at the image on the top right in the following two images to see how it changes when you swipe to one side:

Nationwide Insurance provides insurance and financial services. You might think a financial company would have a really complicated website, but on mobile, Nationwide Insurance nails down the simple user experience.

When you arrive on Nationwide's mobile site, you'll see two tabs at the top allowing you to identify as one of two types of users right away to customize your experience: Personal or Business. Or, alternatively, you can "Find an Agent" or "Find an financial advisor" to learn more information about their services.

Although limiting the experience to these two options excludes Nationwide's more in-depth features, it makes for a much easier experience for visitors using small screens. This is a great technique to lead potential customers in the right direction if they're not yet account-holders and are visiting the website for the first time.

Squaredot is an agency based in Dublin, Ireland that helps marketers build out their inbound marketing strategies. Their mobile website is colorful, simple, and makes for easy navigating.

What sticks out to me most is the visually pleasing color combinations and three-dimensional texture to their homepage -- as well as the large clickable dots at the center of each section you can scroll to.

These dots are animated call-to-action buttons, and the tapping the ones below the home screen will produce a pop-out page with more information on Squaredot's approach to marketing.

Zappos is an online vendor for shoes and clothing known for their stellar customer service. Their top priority on mobile is to help users search easily for the items they're looking for on their website, so they've put a large search bar at both the top and bottom of their mobile website to make it super easy for them.

This is what the top of their mobile site looks like:

ABC is a television broadcasting company known for popular shows like "The Bachelorette," "The Rookie," and "General Hospital." Users visiting ABC's desktop website are greeted with these options and more. View the network's television schedule, check out the most recent Emmy winners, watch some of your favorite television shows, or even look at entertainment news relating to those shows.

But because nearly every household today is a multi-screen household, ABC knows its experience on a mobile device should be both simple and ready for viewing.

When you visit the ABC website on a mobile device, you'll see a dark background for a theatre-like experience with tiles for each program you might want to stream. Users can scan through these options and click into any show they want based on genre, alphabetical order, what's popular, and similar categories you'd also find on your TV's streaming platform.

Lean Labs is a marketing agency that creates engaging, responsive, and high-conversion web solutions. (They were also featured on ABC's hit TV series Shark Tank.) The folks over there do a great job of providing a smooth experience for their mobile users, especially with regard to their design techniques and the emphasis they place on their "10x formula" -- which is apparent to visitors within seconds of landing on their mobile site.

Notice how Lean Labs's mobile website uses scale, contrast, and typeface to distinguish certain elements of their page. You can even see the subtle photo of a mountain set to the website's background, eliciting the heights your brand can reach as a Lean Labs customer.

And, as explained above, their core "10x" formula is clearly visible and broken down into easy steps for mobile users scrolling through the homepage, with relevant icons to match.

SAP is an enterprise software company that manages business operations and customer relations. The business enhances its mobile experience by condensing information, specifically into one important video case study, playable from the homepage on a mobile device.

SAP also combines some of their calls-to-action into sliders, whereas their desktop website has these CTAs laid out horizontally. This helps keep things simple so mobile users aren't overwhelmed with a lot of information at once, and it also ensures none of the CTAs are too small to read.

KISSmetrics provides analytics software for businesses. On their homepage, there's a lot of information explaining what the software does along with a testimonial.

But their mobile site is displayed a little differently: On a mobile device, the information on their site is shown in a list with alternative dark and light modules. This makes it easy for users to skim the page without getting lost in text.

They've also made the text and fields on their forms large and easy to read:

idig Marketing is a development and communications provider. Their mobile website is laid out similarly to their desktop website, but I especially liked how they incorporated the interactive heart icons into their blog posts so users can "Like" their posts.

This mimics the "Like" heart icon in Instagram and Twitter, which is easily recognizable for mobile users familiar with those platforms.

IndiaMART is the largest online B2B marketplace in India, and its simple category-based mobile store makes it one of the best mobile websites we've ever seen in the ecommerce industry.

The company's mobile homepage puts the search bar right at the top so you can always retreat to a custom search if browsing no longer suffices to find the item you're looking for.

But, IndiaMART makes it easy to peruse its digital aisles by sorting each item by item type, and then sub-types within each item type -- a smart design move to encourage users to explore your site further. Under "Apparel & Garments," for example, you have easily clickable tiles to check out more specific categories of clothings, such as menswear, women's dresses, and even suits, sarees, and similar garb native to India.

Underneath IndiaMART's browsing tiles, the company has its own trending section specifically for merchandise people are paying most attention to -- similar to a trending list of news on a social media platform. Each trending category has a mobile-friendly call-to-action button allowing users to get price quotes for the product they're interested in.

Melyssa Griffin is a content marketing consultant for bloggers and entrepreneurs. Her website, built using WP Engine, starts with a landing page that tailors the visitor's experience to his or her specific needs as a business-owner.

Melyssa's vibrant yellow background also helps each item on the page stand out, helping users understand where they can (and should) click at a glance.

Want more information on how to optimize your business with a creative mobile web design? Download the free kit on mobile marketing below.

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21 of the Best Examples of Mobile Website Design

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Now more than ever, businesses are focusing on creating delightful mobile website experiences. After all, Google has been heavily favoring mobile-friendly websites since 2015 when it updated its ranking algorithm in April 2015, and then started indexing mobile sites in March 2018.