January 11, 2019 / Consumer

Political is Personal // The Revolutionary Consumer

A new kind of consumer has emerged in the past few years; the Revolutionary Woman. Defined not by age or race, the Revolutionary Woman is as multidimensional as her movement, fiercely vocal, loyal to political agendas and wants brand identities that match. A recent study found that 80% of women do not trust brands any more, and we take a peek into the consumer who values brands that build relationships based on their unique identity and empowering social change.

Directly respondent to the political landscape, brands have formulated products that not only makes a statement but forge the way for social change. Cosmetic brand Lipslut appeals to consumers with bold statements written across products, and gives 50% of the profits to governmentally underfunded charities. The socially-conscious company raised over $200,000 for charities in its first 6 months. Appealing to both beauty enthusiasts and ethically minded consumers, Lipslut proved that consumers are willing to pay a higher price for products that understand their language and benefit causes that appeal to their ideals.

Rachel Antonoff’s self-titled company has been creating politically charged lines that started before the current turbulent times. Her shirts which coined the phrase ‘I’m with her’, were in the support of presidential candidate Hillary Clinton, who later adopted this as her campaign slogan. Fashion has continued to promote feminist values with brands from H&M to Lingua Franca producing tops with phrases like ‘The Future Is Female’ and ‘The Revolution Will Not Be Tweeted’, successfully aligning with the ideals of the modern women.

Taking political standpoints is not an entirely female endeavour.

Nike created a campaign with NFL star Colin Cabernet, who sparked controversy by kneeling during the national anthem in protest of racial injustice. The Revolutionary Man is slowly burgeoning, spurring brand Patagonia’s politicised statements ‘The President Stole Your Land’, directly speaking against recent rulings. British brand Lush is also an inherently conscious brand, cleverly combining controversial political campaigns, that elevate its profile and help bring in sales of £500m.

Fourth wave feminism is here, with 59% of people on mumsnet identifying as feminist, double the amount that don’t. American women alone spend $7 trillion a year, and with global marches arising around the world, the Revolutionary Woman wants to associate with brands that make sure their message is heard. From political dilemmas, to the #MeToo movement these women are abandoning brands that don’t align with their ideologies and doubling down on brands that do.

Key Takeaways

  • This consumer group will only grow in strength, as brands recognising that modes to build trust are now directly affected by how socially conscious a brand is.
  • Brands taking a stance are more impactful, as it identifies an unapologetic voice which is key in creating solidarity between the brand and consumer.
  • We should consider how to involve a diverse range of voices in messages, including men, and think about how brands can engage effectively with different mindsets.
  • We should also consider how to engage with polarising view points in a positive way, finding similarities that unite people, while still creating a statements that are true to the identity of a brand.

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