Black Lives Matter | Macro Trend.

THE BLACK LIVES MATTER MOVEMENT

Written

AN INVESTIGATION INTO 2020’s BIGGEST

MACRO TREND

by Madeline Browse, Lauren Buckley, Jessica Clarkson, Sophie Browning and Jessica Carfax

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INTRODUCTION

In this report, we have identified a range of consumer lifestyle trends through assessing the meaning of mega, macro and micro trends and their importance and influence on trend forecasting. Through investigating three initial macro trends, particular focus has been drawn to the Black Lives Matter movement (referred to as ‘BLM’ throughout this report). We have developed effective teamwork strategies in the completion of this report, such as, using the Belbin profiles to help navigate everyone’s strengths and weaknesses in a team environment (see appendix A). The team log allowed us to document our progression and development of our research and trend forecasting outcomes and allowed for successful collaboration and communication regarding trend prediction. It is integral for businesses to be aware of future trends and have an insight into their future consumer needs. This allows them to plan and execute an effective marketing strategy that will fulfil consumer demands and societal expectations. Businesses that know the current zeitgeist will maintain a competitive advantage within their market sector.

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WHAT IS TREND FORECASTING?

Trend forecasting allows the prediction of societal needs within the future; through recognising shifts in social attitudes and patterns within society, along with observing the development of individual mindsets and lifestyle choices (Raymond, 2010).

Consumer preferences can be identified and established through trend forecasting, allowing for product development to be aligned with consumer desires. Trend forecasting allows for the anticipation of trends and enables companies to establish the best opportunities for them to deliver suitable products to the market at the right time (Brannon, 2000).

WHY DO WE FORECAST?

Trend forecasting can be utilised in different ways within a company depending on the department or focus. In a general sense, trend forecasting is a strategy utilised by companies and businesses to establish and construct long-term marketing strategies (Brannon, 2010), allowing companies to recognise the most efficient marketing strategies to promote their products and services, increasing company success.

However, trend forecasting can be employed more specifically within certain departments of a brand, for example, aiding designers and merchandisers in the process of product development and providing guidance for which products and services will be favoured by consumers during ‘specific selling seasons’ (Brannon, 2010).

HOW DO WE FORECAST? THE THREE STAGES 1IDENTIFICATION

The identification stage within trend forecasting is centred around the information needed and the chosen research method that will be utilised in order to gather this necessary information. Trend forecasters must identify what and who they will study in order to investigate the trend in question; when the study will take place can also impact the data collection – on-going or not (Higham, 2009).

2INTERPRETATION

Interpretation of this data must take place in order to make sense of the findings, this allows an insight into the roles certain individuals or groups adopt in relation to a trend. Categories are devised as part of the interpretation of the data, these categories include adopters, innovators, early adopters, early mainstream, late mainstream and laggers (Higham, 2009). How trends spread is also identified within this stage of trend analysis along with trend drivers (Higham, 2009).

3IMPLEMENTATION

Implementation is where trend forecasting, and trend prediction is put into practice and utilised by brands and designers to aid their design or marketing process. Determining an implication strategy of the predicted trend must be carefully thought through by whoever has embraced it (Higham, 2009). Factors which are hugely important within this stage are the consumers that the trend will be targeted towards, the location of the trend and the timing of the trend implication (Higham, 2009).

WHO USES TREND FORECASTING?

Trend forecasting can be used by an array of individuals or companies depending on their aim, especially regarding marketing, as trend forecasting allows companies to gain an insight into what may be the most beneficial form to ensure sales growth. Trend forecasting can also hugely aid designers when it comes to product development and design, it can also provide designers with an aim when designing new products, ensuring they will be in demand from consumers.

WHAT TYPE OF RESEARCH METHODS ARE USED?

There are several methods of research which can be utilised to identify a trend, the research method chosen will differentiate depending on the trend being investigated. When carrying out research, a key concept that must be adhered to is that there should be no bias, ensuring a neutral standing point held by the researcher is vital (Higham, 2009).

Observation or deduction are methods that can be used to identify a trend, observation can either be formal or informal (Higham, 2009). Formal observation can include activities such as focus groups or ethnography – where the researcher is in close contact with the participants who are aware that the research is taking place. Whereas informal observation entails observing individuals or groups of people from afar in settings such as clubs or arcades, who may not be aware that the research is taking place (Higham, 2009).

IF YOU STAND FOR NOTHING YOU’LL FALL 4 ANYTHING

Statistical information is a popular method which can be either paid for, an example being research reports, or free of charge such as, government reports, annual reports, press reports (Higham, 2009). Media can provide a variety of information that is in the form of either news media (mainstream consumer, alternative consumer, business) or non-news media (films, social media, books as examples) (Higham, 2009).

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THE THREE INITIAL MACRO THEMES

Our understanding of the task’s purpose is to research, analyse and critically think about the impact of different mega, macro and micro trends and how they affect the world around us. As a group we will define, identify and interrogate these trends in detail, forming a broad understanding of global and cultural drivers which impact them, predict such events, what drives such events and how they will affect our future world.

Mega trends are a pattern or movement which has a major impact on business and society (Brannon, 2010); they create a long-lasting change and take years to develop, creating a shift in the world. An example being global pandemics which create serious impacts on businesses, education and society.

Macro trends are a large-scale, sustained shift in consumer interest that might affect a particular industry (Higham, 2009). A smaller number of consumers are affected due to the impact being significantly smaller outside a single industry, causing a permanent change in landscapes. A macro trend typically lasts 3 to 5 years whilst a mega trend can last longer, for example, the continuous growth of social media. Macro trends reflect mega trends and become the environment in which micro trends flourish.

Micro trends, however, affect a smaller number of consumers and might not have any serious impact outside a single industry, often only lasting about a year. They are more than a fad but less influential than a macro trend and are characterised by ‘specific shifts in consumer behaviour that are changing the business environment in the short-term’ (LSN, 2020).

1The first macro trend we investigated is the coronavirus pandemic which disrupted and caused a serious change in businesses, education and society, creating a permanent change in landscape. It has affected not one, but most industries, as well as our daily lives. The pandemic has shifted the economy into the worst worldwide economic recession since the Second World war (The World Bank, 2020). With many industries facing mass job cuts, unemployment and declines in income, consumer spending habits and behaviours have been transformed. The lack of consumer confidence in the economy means that non-essential industries, such as fashion, are taking a hit as people are becoming more precarious with their money.

However, few individuals in the world have not been affected by the damaging economic effects of Covid19. The numbers of billionaires since 2017 have risen and their wealth has increased by 70% (Neate, 2020). In addition, countries such as Denmark and New Zealand are ahead in their ability to recover, as they have been particularly resilient during the pandemic. The commonality between these two countries is that they enacted very quickly in containing the virus leading to an increased trust in their governments (Galloway, 2020). Thus, with public compliance, early lockdowns and border closures mean New Zealand can now enjoy being one of the few countries out of lockdown.

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SUSTAINABILITY

Another macro theme that we focused on was the trend of making more sustainable lifestyle choices as a result of the world’s increased awareness about climate change. Covid19

also facilitated this sustainable lifestyle change, focusing on how consumers now shop and where. Consumers are wanting to support small, local businesses in aid of the local economy. An example of this is the change in attitudes and behaviours in relation to the fashion industry, people are becoming more aware of where their clothes are sourced, made and what they’re made of; this creating social pressure for companies to make their clothes ethically and to be transparent about their company’s ethics.

In terms of criticism, despite climate change and sustainability measures being high on the agenda for many companies, the coronavirus pandemic highlighted contradictions in the attitudes and behaviours of companies and consumers; specifically, fashion brands. Due to the overwhelming amount of overstock present as a result of physical stores closing, fashion brands held huge sales where they were getting rid of their stock for a small percentage of the original price; therefore, profiting off fast fashion.

However, the amount of engagement with online retailers decreased, there was a 23.1% fall in online fashion sales in March (Jahshan, 2020). Throughout this time, a conversation sparked about the amount of waste in the fashion industry and how we all need to be more mindful of engaging in damaging buying habits. Second hand buying apps such as Depop found an increase in sales, ‘Online sales of second-hand goods have boomed during the pandemic as the trend for “pre-loved” fashion and homewares took off while high street stores were closed’ (The Guardian, 2020). Similarly, companies reflected on their basic morals and personality; for example, Stella McCartney writing on her Instagram how throughout this time she asked herself “bigger questions about what I do and why I do it” and created changes in her company as a result of this reflective period.

BLACK LIVES MATTER

The final macro trend we investigated is the Black Lives Matter movement, and the change in the social, economic and political climate which created a permanent change in landscape; in this case affecting multiple industries in reference to the treatment of black individuals.

The BLM movement would be described as a macro trend due to it creating a large-scale, sustained shift in consumer interest, with more support and attention being given to black-owned businesses which have been previously neglected. More importantly, there has been a sustained shift in interest surrounding black politics, a heightened sensitivity being created regarding the treatment of the Black community, specifically by authority figures including the American police force. The movement fundamentally gained momentum as a result of the killing of George Floyd which increased social media exposure and brought attention to other individuals; attention was furthered heightened due to the context of the coronavirus pandemic. The sheer intensity and availability of the coverage combined with the world battling a pandemic meant that this time it could not be ignored.

However, despite multiple companies showing support for the movement, many faced criticisms due to releasing vague statements on their social media channels which contained no mention of any action or donations, therefore not contributing to tangible change such as Netflix. Venn (2020) highlighted that brands such as L’Oreal were condemned for their hypocritical BLM support statement due to Monroe Bergdorf expressing her anger to being previously fired from a L’Oreal campaign for speaking out about racism and white supremacy in 2017. Furthermore, there is an increased fear that showing solidarity for the movement is viewed as ‘an expression of some sort of political opinion’ (Malik, N. 2020) for example, presenters at BBC were banned from wearing BLM badges in support of the movement. This fundamentally demonstrates a lack of continuity and how the country cares more about political correctness rather than expressing what is right and just.

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OUR SELECTED THEME: BLACK LIVES MATTER

Our primary reason for selecting Black Lives Matter as our focused theme was that as a group, we universally felt that it was our position to educate ourselves further. When considering the relevance, it has on our society today we wanted to enlighten ourselves on how to become further involved in the change. Racism and prejudice have always been a cause for concern in our world, but with more of society speaking up against it, and movements such as Black Lives Matter forming, the motion is picking up pace. We have taken a particular focus on current events affecting this theme, such as the death of George Floyd which sparked a new wave of advocacy and protests combating police brutality and racial injustice. To us, this theme is not only interesting to research into but vital in order to aid the movement and be involved in the much-needed change in order to better our society.

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OUR TREND CARTOGRAM AND PESTEL ANALYSIS

Using a trend cartogram is considerably beneficial for trend forecasting as it allows for deeper analysis into the different themes and aspects that assemble to establish the trend, allowing for the trend to be further developed and understood (Raymond, 2010).

The trend cartogram has been greatly useful by allowing us to visually represent each component that makes up the overall BLM Movement. We have successfully identified the innovators, the trend drivers that have led to the creation of the trend, the impacts across different sectors and industries, trend consequences and then use these detail insights to forecast how they may potentially affect society and the future (Hur, E. 2020). Furthermore, we have used PESTLE analysis in order to successfully analyse the BLM movement and how the trend is responding to and impacting the political, legal, economic, social, cultural and technological situations in the present day, and how this will help up predict the future of the movement (Posner, 2011). Using PESTLE has been useful in aiding us to gather our research whilst neatly categorising all our collected information to give us an overlook on the trend. It is necessary to understand how the impact of each sections affect multiple different areas; from the way businesses are conducted to consumer purchasing behaviour to action demanded from higher powers such as government (Posner, 2011).

“People must learn to hate, and if they can learn to hate, they can be taught to love, for love comes more naturally to the human heart than its opposite.”

- Nelson Mandela, Long Walk to Freedom

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VISUAL CARTOGRAM

TREND INNOVATORS TREND DRIVERS TREND IMPACT

TREND CONSEQUENCES TREND FUTURES

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TREND INNOVATORS:

When identifying the foundation of the BLM Movement, it is important to consider the key innovators and influences that contribute to igniting the trend. The influence of historical Black figures has aided contemporary individuals and influenced the establishment of the official movement impacting society today. Black individuals, such as Martin Luther King and Rosa Parks, have impacted black history with their achievements and have acted as a catalyst for the notoriety of the movement. Racial injustice and racism have occurred throughout centuries, being the root to

historical issues, yet only within recent years has the official BLM movement been officially established. In 2013, the movement was founded by three black females, Alicia Garza, Patrisse Cullors and Opal Tometi, in response to the dismissal of seventeen-year-old Trayvon Martin’s murderer, George Zimmerman (Black Lives Matter, 2020).

Even though the BLM movement has currently been established for over 7 years, global recognition and attention spiked within the early months of 2020 due to the death of George Floyd in March (Hill et al, 2020). The death of George Floyd was at the hands of the American police force and the increased awareness that followed this event impacted the world and changed the course of civil rights. Soon after, imagery and videos of the incident flooded social media which massively impacted the coverage of this case (Beckman, 2020)

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TREND CONSEQUENCES:

Although many businesses have adapted their brand to be inclusive with models from different races and ethnicities, many businesses who have not made a conscious effort to change have been brought to light and caught up in bad publicity. Oh Polly received backlash from consumers and forced to make a public statement reassuring they would be addressing the issue, apologising to those affected by the business’ lack of inclusivity (Oh Polly, 2020). Ignoring a major issue like this could alienate most of their target audience and negatively affect consumer’s loyalty, meaning it was crucial for Oh Polly to acknowledge their mistakes and promise a fix; reassuring consumers they are not being ignored.

In the Fashion Industry, there have been multiple initiatives established to counteract systemic racism. Tillet and Friedman (2020) acknowledge both the 15% pledge, an initiative that allocates 15% of shelf storage to black-owned businesses and how the Black Fashion council have set up an index score measuring the progress of each brand; fundamentally illustrating the conscious effort to track and monitor the change thus demanding brand action is essential.

TREND IMPACTS:

The impact of the BLM Movement has been profound. It has fundamentally highlighted the many systematic issues within societal structures and industries; one being the fashion industry. The activism’s momentum has spread from protestors to consumers compelling fashion brands to take a moral stance on the issue. With consumers gaining more power, brands are beginning to realise if they do not show support for the movement, they will lose customers. Consequently, brands are actively associating and engaging themselves with the movement and their messages.

Brands such as Nike were successful as their message has been consistent throughout the years (Macke, 2020) and not just motivated by the current context. Whelan (2020) highlights how donations made by luxury brands such as Gucci and Prada are struggling to resonate with consumers due to previous products facing criticism for their racist messages; Gucci’s “blackface” polo neck and Prada’s monkey key chains. In Macke’s (2020) podcast discussion, the panellist scrutinises brands for being silent and emphasises the sense of inauthenticity in brands statements during the height of the activism; as they appear ingenuine and just acting upon social pressure. On the contrary, if brands are silent, they may lose customers (Macke, 2020).

Edelman (2018) have recognised the trend towards the growth of “Belief-Driven Buyers” since 2018. This is emphasised by the fact that consumers expectations on corporate activism is of prominence especially in younger demographics, showing 80% of 18-24 and 74% 25-34 “expect companies to take a social stance on social issues” (RepTrak, 2020). Consumers show an active willingness to support brands who are invested in the cause and demonstrate action. There is an increased importance for consumers to align their personal values with the brand. Since the BLM movement, there has been a ‘7,043% increase in searches for Black-owned businesses’ (Kang, 2020). Thus, consumers are becoming increasingly aware and are actively using their spending habits to contribute to positive social change. BLM has caused consumers to reflect on their buying practices and there is growth towards support for social conscious brands.

Undoubtedly the BLM movement has caused shock waves through the fashion industry and caused a great deal of questioning of current practises. However, the demographical context impact of BLM must be taken into consideration, mainly being of prominence in the western world. Moreover, the impact of BLM may not have been acknowledged or even experienced in the eastern hemisphere such as the Middle East and Asia. effort to track and monitor the change thus demanding brand action is the only way forward.

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TREND DRIVERS

There are a few factors which have instigated the new lifestyle brought about by the BLM movement; these different ‘changes’ as discussed below compiling together to collectively make a significantly positive difference in society.

POLITICAL CHANGE:

A recent pioneer for driving the momentum of BLM movement in the political landscape is the appointment of Kamala Harris as America’s first female black- Asian vice president. Harris will arguably be a role model as well as a representative for the Black community, this pinnacle moment in history fundamentally radiates the message that black girls can achieve their dreams (Gambino and Liston, 2020). Her policies will focus on intersectionality, therefore allowing hope for a more progressive stance on combatting systemic racism (Harper, 2020). This consequently contributing to the long-term lifestyle trend of empowering Black people in all aspects, leading to a more racially equal society.

ECONOMIC CHANGE:

A type of change which has also occurred as a result of the BLM movement is economic change. After the awareness that was shed on the treatment of Black people, society has been encouraged to ‘buy black’ and make a conscious effort to shop from Black-owned business’ to show support. Similarly, businesses are embracing the idea of brand activism by taking a stand on issues such as BLM; this being driven by consumer expectations for companies to show support (Duarte, 2020). For example, many companies are actively employing Black workers, fashion companies making sure they include Black models and making sure there’s coverage of ethnic minority members in their marketing. This means that hopefully Black people are being financially supported as a result of the BLM movement as well as socially and politically.

LEGISLATIVE CHANGE:

SOCIAL CHANGE:

Social change has created a shift in the urgency for change occurring as a result of the unlawful killings of black civilians by US police officers. The protests this year were on a scale never seen before, people gathering from every type of background to protest on the streets for change, the aim being to ‘fight for liberty, justice, and freedom’ (Black Lives Matter, 2020) for the Black community.

Another type of change which has occurred as a result of the movement is legislative change. A group, formed of 20 Republican and 20 Democratic African American officials, called the 20/20 club, have been campaigning for the need to make changes to law enforcement and criminal justice policies, and have been working towards enacting legislation to protect Black Lives by 2020 (Greenblatt, 2016). Although there has been not nearly enough legislation enacted, as a direct consequence of the 2020 protests, the need for legislation has been highlighted on social media and more pressure is being applied to governments. One such law that has been enacted this year is “Breonna’s Law”, symbolically named after Breonna Taylor who was unlawfully killed during an unannounced house raid (BBC, 2020). $12m was raised for Ms Taylor’s family to settle a wrongful death lawsuit where a dozen changes were demanded about the way the police operate. Most prominent among these demands was the passing of “Breonna’s Law”, which banned “no knock” search warrants, the warrant that led police to storm into her house unannounced.

Activism has been able to evolve since 1968 as a result of social media; information now being spreading on a much larger scale, social platforms create an ‘ever-growing potential to promote, share, and engage the largest of audiences’ (Gawthrop and Illingworth, 2020). However, although social media can create an outcry of support, there is often a reduced level after some time; 29% of US adults now strongly support the movement which has reduced from 38% in June amid the marches sparked by Floyds death (Thomas and Horowitz, 2020).

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TREND INSIGHT

It has become clear that graphic designers, illustrators and artists have had a great influence increasing the awareness and projection of the BLM movement - being referred to as ‘the new agents of change’ (Sasaki, 2010) and therefore manifesting the new consumer lifestyle. Through social media, graphic design ‘touches many individuals on a daily basis’ (Sasaki, 2010) and impacts a range of demographics, particularly younger generations. Graphic designers and artists, such as Sacrée Frangine and Brandy Cheico, have produced artworks inspired by the BLM movement which promotes the movement by ‘publicising various charities and funds that people can donate to, petitions they can sign, as well as other resources like books and articles that non-people of colour (POC) can use to educate themselves on the issues’ (Hitti, 2020). Creative practices have aided the BLM movement in gaining an identity through visual means whilst connecting and engaging to consumers.

The more socially conscious lifestyle that is manifesting is through consumers’ active engagement on social media. Brands face enormous social pressure to respond in a variety of ways to stimulate change; from raising donations to supporting the blackout Tuesday hashtag. The hashtag grounded a halt on social media marketing and instead focused on educating consumers on the matter (Whelan, 2020).

From an Eastern perspective, it’s interesting to see how the BLM movement is impacting and manifesting in a different social and political climate to the west. It became evident that the east saw the lesser of the mass protests with only 150 peaceful protestors showing up in South Korea’s capital Seoul (Lee, 2020). There is the argument that the movement failed to gain as much recognition and activism in Asian countries such as Thailand, due to the inherent normalisation of discrimination (Maneechote and Laothamatas, 2020) and almost defensive nature of Asian cultures. Lee (2020) argues that due to Korea experiencing previous invasion threats, older generations are more reluctant to embrace the change. However, there is hope that a new mindset is manifesting within younger generations of Asian societies and therefore a trend, despite being a slow burner, will continue to grow and become more prevalent in future generations.

The movement has spotlighted racism across Asia, with the Asian beauty industry facing scrutiny for the perpetuation of white supremacy and obsession with skin whitening products (Prance-Miles, 2020). With Asia’s long-lasting history of condoning darker skin and connotations of inferiority (Maneechote and Laothamatas, 2020), and the message that darker skin needs to be amended to be regarded as beautiful; the movement may have initiated a decline in this market. Prance-Miles (2020) has highlighted the action that has been taken from brands such as Johnson and Johnson, as they have forbidden further sales of whitening products which is a move in the right direction. This contributes to the lifestyle trend of further inclusivity in eastern and western societies, thus forcing the east to address their racist mindset and embrace their own cultural identities, where products may pay homage to diversity and natural complexion. Therefore, manifesting a new culture that celebrates all ethnicities and colours of skin. However, the conscious effort to eradicate the narrative of white supremacy fundamentally starts with the re-examination of the education system in eastern (Nagumo and Shibata, 2020) and western societies.

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FUTURE DIRECTION

PRESIDENTAL ELECTIONS

SHIFT IN ECONOMIC LIFESTYLE

In terms of future directions for BLM, there could be a shift in the economic lifestyle choices of consumers. Consumers are actively contributing to raising racial awareness. They could prefer to buy from black-owned businesses, to support and shed light on those who have been neglected due to racism while white-owned businesses dominate the markets. There is an increase in consumer engagement becoming more favourable to diversified brands with a recent study showing that 65% of consumers feel more favourable towards a brand that promotes diversity (Rogers, 2016). In the future, with a scenario planning structure, in a rogue situation (a model that allows to think the unthinkable), we could potentially see a full reverse situation where black-owned companies could take over markets and force white-owned companies out (Raymond, 2010).

BRANDS ADAPTING THEIR PRACTICES

Another change is that brands and products have adapted their practices, which is visible particularly in the fashion industry. Lots of fashion brands have now created campaigns that focus heavily on BLM, for example, Missguided has created a ‘nude’ campaign that focuses on the word nude describing all skin tones and races rather than just one shade of nude (Missguided, 2020). This recognition of the BLM trend will boost the attention for the brand dramatically, as consumers are more willing to purchase from a business who are more innkeeping with diversity measures. This also adapts product and service innovation as new products and campaigns will have to be carried out to fit the support of the movement, communicating more personal messages with the consumer. In terms of future scenarios, a best-case scenario would be for all brands in the west and east to become more inclusive, celebrate all ethnicities and adapt their brand image to incorporate different types of models, normalising diversity (Raymond, 2010).

Another change in future directions is the recent US presidential election, with Joe Biden now replacing a republican office. The BLM Global Network favour the new Biden’s presidency and often publicly criticized President Trump. In their official statement, they wrote, ‘Black voters showed up in huge numbers to turn this country around and remove the racist in the White House’ and congratulate Biden and Kamala Harris, the first Black Female to make vice president. Harris making office is a massive milestone and will represent the often-overlooked Black community, she “is a testament to the work Black women have been doing in the streets, in this campaign and at every level of politics” (Black Lives Matter, 2020). During the next four years of Biden’s presidency, both Office and BLM will be working harmoniously together, rather than against. In the future, a cross-case scenario planning tool could see no change within the black community crime rate, as for many decades it has been relatively high; mainly since the Black community experience a great deal of discrimination making them subject to crime resulting out of anger and hurt (Raymond, 2010). However, with Joe Biden, and Kamala Harris now being in state, this could hopefully reduce the level of discrimination, with new potential laws being put in place to tackle racism and lead towards a more inclusive society in the future (Raymond, 2010).

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ACADEMIC INTEGRITY FORM

APPENDIX A: TEAM CHARTER

TEAM AMBITION

- To find the compatibility of our learning styles and our Belbin profiles to enable effective trend prediction as a team.

- Work together efficiently through verbal and visual communication to understand the global impact of mega/macro trends

- Explore and expand our knowledge of consumer behaviours and lifestyles which may impact the mega trends of the fashion industry

- Using the PESTEL analysis framework to critically evaluate internal and external trends

TEAM VALUES

- Ensuring of equal participation and work being distributed evenly

- Ensure of a supportive working environment

- Being active listeners and allow everyone to voice their ideas

- Creating a comfortable environment to voice concern and take that on board

- Being understanding of everyone’s circumstances and finding a solution as a unit to combat issues

- Working to everyone’s strength for the best possible outcome

TEAM ROLES AND RESPONSIBILITIES

Facilitator/Teamworker: Sophie – as we have two facilitators within the group we will both have to work with each other and around each other to carry out the tasks we need to complete. Organisation of work and information is a key job as a facilitator which I will aim to carry out well. I am reliable which means any work needed to be completed on my behalf will be done by the set deadline and if any team members need a helping hand completing a task I will not hesitate to help in if asked/needed.

Facilitator/Teamworker: Jess Clarkson – As a facilitator I will ensure roles and workload are delegated evenly and fairly. I will make sure that meetings and the work are organised and outcomes have been met. As a facilitator I will make sure that ideas have been consolidated and turn them into practical actions so the team is constantly moving forward and ensuring that the learning objectives are being met.

Coordinator/Teamworker: Jess Carfax - As the coordinator, my role is to identify each group members strength and talent and play to them to ensure we get the best end result we can. I will try and clarify our goals to the group and attempt to delegate work load in the most effective way I can in order to ensure success.

Completer/Finisher/Teamworker: Maddie - As a finisher my role is to pull together everyone’s individual work, searching for errors and making sure the work is polished and perfected; making sure every aspect of the project is completed thoroughly and to a good level. It is also my role to ensure everything is done in time and to the allocated deadline, making sure everyone’s separate tasks align together.

Plant/Teamworker: Lauren - As a plant role, my contribution to the team is that I will provide, creative and imaginative free thinking; I will make sure that whatever outcome that is produced will include something that is creative to meet the outcomes that are required for the deadlines set by my team. I will also pull through to make sure that we reach the full potential of our outcomes in the most imaginative way possible.

Other roles we haven’t allocated are the Shaper (thrive on pressure over obstacles), Monitor/evaluator, Specialist (single minded), Coordinator (delegates and clarifies), Resource investigator (explores opportunities). We are all going to contribute to these the other team roles and we will share their responsibilities

APPENDIX A: TEAM CHARTER

MEETING AND COMMUNICATION STRATEGIES

Meeting times: Core day - Monday’s a 3pm. Use the seminar to check in on each other. All happy to add extra day and be flexible to meet the workload.

Scheduling: 1-2 hours

Meeting Preparation: Set the tasks previous meeting and follow up message in the teams chat to clarify what we need to do.

Communication – Using a Whatsapp group and the Teams chat

TEAM RULES AND CODES OF CONDUCT

Team Rules and codes of Conduct

- Be punctual (if can’t attend update in the chats)

- Ensure your share of work is completed to ensure of best outcome for everyone

- Always come to a consensus and ensure everyone is happy with the outcome

- Stay focused on the task and no distractions or going off topic

- Be respectful when people voice different opinions and ideas and take it constructively

- Constant support network to ensure nobody gets overwhelmed.

LEARNING STYLES AND BELBIN PROFILES

Jessica Carfax

My Belbin Questionnaire overwhelming identified by team role as being the Implementer with a score of 22. It’s been theorised that my contributions to this group would mainly be being practical, reliable and efficient, and organising a plan for the work that needs to be completed. Further, the weaknesses that I will have to be aware of is that I could be inflexible or slow to respond to new ideas. My second team roles were Finisher and Team Worker, which resulted in scores of 16 and 10 respectively. Contributions that are likely made by a Finisher are that they will polish and perfect work, however, they may be a bit controlling and reluctant to give out jobs to others, and a weakness that comes with team worker that I should be aware of is that I might tend to avoid confrontation. My learning styles questionnaire taught me that I have a Pragmatistic approach to learning, with a score of 12, and additionally, Theorist was my second-highest score of 11. My least likely learning style was Activist with a learning style of 5. Pragmatists learn best when they have an example they can copy and learn from, and when there’s an obvious link between the topic and the task. Further, they learn least when there’s no clear guidelines or practical benefit, and when the task appears to be all theory.

Maddie Browse

My highest score for my Belvin profile was team worker, finisher and implementer, all of which I scored very similarly on. This means my positive attributes are being practical, reliable and efficient; turning ideas into actions and organises work that needs to be done and polishing and perfecting. My learning style is visual, I find writing things down, mindmaps, charts etc. to really help get ideas clear and manage projects and tasks

APPENDIX A: TEAM CHARTER

Jess Clarkson

As a learner I am mostly a reflector, I like to take a step back, observe and think about what I have learnt and look at what has happened. I like to have discussions in groups about the learning to enhance perspective and understanding of other viewpoints. Furthermore, as a learner I am also an activist, I like to get involved and learn by doing. Being open minded and creating mind maps with lots of ideas also helps me grasp a project and seeing all the possible options. As a team player, I am mostly an implementer. I like to be practical by turning ideas into actions. I am also a good organiser therefore like to plan ahead and ensure outcomes are met. A team worker also scored high on my Belbin questionnaire which means I am a good listener, mediator and I am extremely cooperative individual ensuring all group members are included and equally valued.

Sophie Browning

The primary role in which I take within a team is a team worker; this his means that I can provide a diplomatic and balanced approach and outlook towards a team task and also means I am co-operative and work well with fellow team members. Along with the strengths which come with being a team worker, there are some allowable weakness which accompany this role, which include; the tendency to avoid confrontation and also be indecisive when in pressing situations where a decision must be made. My secondary roles within a team include being an implementer and a completer/finisher. As an implementer this means I am reliable and practical and also allows for me to take action in certain situations when needed; such as when work needs to be organised or completed. This role in some ways contradicts the main role I take as a team worker, however I feel both roles are an asset to each other when combined. I would identify myself as a perfectionist when it comes to team tasks which is why one of my secondary roles within a team can be a completer/finisher; which means I like to polish and perfect work and search for any mistakes or issues and straighten them out. However, this also results in me being anxious and stressed in some situations which can sometimes have a negative impact on a team task.

Lauren Buckley

In the questionnaires I completed I found that I was a team leader, by taking control of tasks yet also finding a clear communication channel when communication can be difficult. My secondary role within a group would be completer and finisher for making sure that everything is finalised and to the best ability our work can be. This also can mean that I am reliable for many things, which can come with a lot of added anxiety. However, I like this side of myself for being a perfectionist as it enables me to make sure everything is to its best ability. In the questionnaires I completed I found that I was a team leader, by taking control of tasks yet also finding a clear communication channel when communication can be difficult. My secondary role within a group would be completer and finisher for making sure that everything is finalised and to the best ability our work can be. This also can mean that I am reliable for many things, which can come with a lot of added anxiety. However, I like this side of myself for being a perfectionist as it enables me to make sure everything is to its best ability

APPENDIX B: OUR TEAM LOG APPENDIX B: OUR TEAM LOG

APPENDIX B: OUR TEAM LOG APPENDIX B: OUR TEAM LOG

APPENDIX B: OUR TEAM LOG APPENDIX B: OUR TEAM LOG

APPENDIX B: OUR TEAM LOG

APPENDIX B: OUR TEAM LOG

APPENDIX B: OUR TEAM LOG APPENDIX B: OUR TEAM LOG

APPENDIX B: OUR TEAM LOG APPENDIX B: OUR TEAM LOG

APPENDIX B: OUR TEAM LOG APPENDIX C: SELF ASSESSMENT

APPENDIX C: SELF ASSESSMENT APPENDIX C: SELF ASSESSMENT

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