LSN : News : Stat: British beauty consumers are reluctant to shop sustainably

A campaign challenging cannabis law hypocrisy

Monogram, US

Los Angeles – Monogram, a cannabis brand by US rapper Jay-Z, is challenging the American legal system on the use of cannabis.

The nationwide campaign aims to raise awareness of the current regulations through a provocative out-of-home and digital series. Combining factual headlines with striking portrait images of individuals who have been charged for cannabis-related offences, the adverts aim to highlight the lack of progress made since the onset of the war on drugs. Monogram’s outdoor ads draw comparisons with state laws that condemn cannabis but allow behaviours that many would deem as questionable or wrong – like bestiality or cannibalism.

‘I created this campaign to amplify the voices of those who have been penalised for the very same thing that venture capitalists are now prospering from with the emerging legal cannabis market,' says Jay-Z, rapper and founder of Monogram.

This campaign demonstrates the ways brands are now turning to laws, human rights and societal inequalities to present bold standpoints. For more, discover Aggro-tising in Backlash Brands.

Disney’s culinary collaborations celebrate Asian flavours

Omsom, US

US – Disney has collaborated with food and drink brands Omsom and Sanzo to mark the launch of its latest film, Raya and The Last Dragon.

To celebrate Disney's first Vietnamese princess, the media conglomerate has partnered with the Asian-American brands on two separate product tie-ins. Omsom has created a limited-edition Raya-themed sampler featuring sauce blends such as Vietnamese lemongrass barbecue and Thai larb. Meanwhile, seltzer brand Sanzo is running a price promotion for its Asian-inspired beverages that 'invites you to take your taste buds on a journey through the flavours of Asia while celebrating the release of Disney’s Raya'.

By partnering with Omsom and Sanzo, Disney is using food and drink to introduce the film's audience to other aspects of Southeast Asian culture. At a time when cinemas worldwide are shut, the collaborations also aim to elevate at-home viewing with dishes and drinks that can be enjoyed while watching the film.

Media companies are increasingly collaborating with food and drink brands to create a multi-layered entertainment experience – something we explore in our Media Kitchens microtrend.

UK retailers team up to support e-commerce evolution

The UK Digital Business Association

UK – The UK Digital Business Assocation (UKDBA) is a new trade body representing and promoting the development of British online businesses.

With the e-commerce sector experiencing significant growth in the UK, the platform aims to support existing e-commerce sites as well as companies hoping to move to online sales. A collaborative effort from six of the nation’s leading online retailers – including ASOS, Ocado and Gymshark – the UKDBA hopes to drive economic recovery in the UK through its continued innovation. By championing British e-commerce, UKDBA members will engage retail customers as well as promoting job creation in the sector – particularly at a time when many bricks-and-mortar locations have faced closure.

‘The British online industry is one of the UK’s greatest success stories and the UKDBA is here to champion our members, their customers’ interests, providing them a voice in a rapidly evolving world,' explains Iain McDonald, founder of UKDBA.

With an increasing number of retailers shifting their communications online, brands are embracing Feedback Frontiers to better connect with consumers.

Stat: British beauty consumers are reluctant to shop sustainably

Codex Beauty, US

According to a report by creative studio The Pull Agency, 87% of British beauty shoppers have never heard of the circular economy. When it comes to earth-friendly shopping behaviour, only 9% of the majority-female respondents have sent a jar back to the manufacturer for refills, and only 14% have used a refill service in-store. 

‘Sustainability has become a key element of some beauty and personal care brands’ marketing… but this research suggests many of them still have a long way to go,’ says Claire Rance, head of brand strategy at The Pull Agency. ‘[Brands] may be focusing on behaviours that consumers are reluctant to actually pursue, like returning containers to the manufacturer for refills or recycling.’

Explore more on encouraging sustainable purchasing behaviour in our interview with Dr Daniel Benkendorf, professor of psychology at the Fashion Institute of Technology.