How can we change the future for the NEXT generation?
I would approach brands that currently operate a sizeist advertising programme with the data from the Dove ‘projects not campaigns’. I would explain the success of their marketing strategy and create a series of test projects to see whether the brand I was talking to could benefit from a similar approach. Following on from Dove’s ‘projects not campaigns’ I hope that in the future more brands take on this strategy to change the next generations future opinions of beauty, role models and identity. WGSN (a trend forecasting agency) have produced a S/S15 consumer forecast and this season’s overriding theme is Neo Materialism. There is now a growing trend in consumers seeking a more tangible appreciation of the world around them. In other words, they are sick of being fed unrealistic; photo shopped images and they want to see something, real and tangible. (Lohan, 2013). Leading on from this, one of my ideas for making beauty and role models seem more realistic and diverse would be to sell special glasses – similar to Google Glass, which would be a step forward in future digital technology and relevant to the WGSN S/S15 trend. They would have a low price point of £19.99 to be affordable to the masses. Without the glasses the advertisements you see appear as they are. When you put the glasses on, you can see the image unedited, un-airbrushed and imperfect. By using these glasses from a young age you are able to see that not everything is, as it seems, yet it is lovely to imagine it is and you are able to if you don’t wear the glasses. This would have pros and cons. The pros of these glasses would mean that people would understand that no one is perfect, we all have bad hair days, cellulite, even the most beautiful models. This would stop our next generation in society from becoming so image obsessed. However, the cons of doing this would mean that people would become cynical. If there were a huge change between images, people would be less motivated to buy the product. E.g. a beauty product if the original image was dramatic to the altered image. However, this would require the agreement of the advertisers, which is unlikely. Therefore, I don’t think that this is likely to happen in the current environment unless it can be proven to be for the benefit of the brand.
Which brands are leading the way? 16