LSN : News : Dove boosts diversity in other brands’ adverts

Dove boosts diversity in other brands’ adverts

It’s On Us campaign by Dove, South Africa

South Africa – Beauty brand Dove is calling on global brands to improve diversity in their advertising – by offering to cover their modelling costs.

For the campaign, It’s On Us, Dove is sending an open invitation to brands and advertisers across the globe, stating that it will pay for models to ensure greater intersectionality in brands’ advertisements. Four brands have so far taken Dove up on its offer – Magnum ice cream, Cif household cleaner, South African financial institution Nedbank, and Krispy Kreme.

‘By giving brands and companies the tools to show a more diverse representation of beauty, we are helping to change the way women are represented, which is proven to have a positive impact on how confident women feel in their appearance,’ says Sophie van Ettinger, global vice-president at Dove. An evolution of the brand’s Project #ShowUs campaign from 2019, in which Dove partnered with Getty images to create over 10,000 diverse images, this initiative shows its continued commitment to inclusivity – while pulling other companies up to its standards.

We previously spoke to Sophie Galvani, global vice-president of Dove, about rewriting perceptions of beauty.

A 3D-printed neighbourhood for eco-conscious Californians

Mighty Cinco by Mighty Buildings and Palari Group, California

California – Development company Palari Group is working on the world’s first neighbourhood of 3D-printed, zero net-energy homes in California.

The project, created in collaboration with construction technology company Mighty Buildings, uses a combination of 3D-printing and robotic automation to create affordable, sustainable and stylish homes. In addition, the buildings will run on solar energy, while weather-resistant materials will optimise efficiency and longevity. Beginning with 15 houses built over five acres of land, the project sets an example for the construction industry, with its minimal environmental impact and ongoing sustainability considerations.

Alexey Dubov, co-founder and COO of Mighty Buildings, says: ‘This will be the first on-the-ground actualisation of our vision for the future of housing – able to be deployed rapidly, affordably, sustainably, and able to augment surrounding communities with a positive dynamic.’

As urban environments become more responsive, Energising Architecture that produces green energy, food and supports community will gain prominence. Explore more in our 2021 macrotrend Equilibrium Cities.

Petit Pli’s garments grow along with children

LittleHumans by Petit Pli, London

London – Clothing company Petit Pli's garments expand as children grow, prolonging the wearability of garments.

Taking the form of bodysuits, tops and trousers, each has been engineered to ‘grow’ along with children, resulting in less waste for the fashion sector and reducing spending for parents and care-givers. A pleated flexible material allows garments to stretch, while cinched cuffs and silicone grippers hold them in place. The product innovation is informed by creator Ryan Mario Yasin’s background as an aeronautical engineer, showing how different industries can inform intelligent design.

Yasin notes: ‘There’s a structure embedded within the garment that grows bidirectionally to custom-fit a range of ages, from nine months to four years, but we’ve also expanded that age range more recently. That’s seven discreet sizes.’ Petit Pli’s sustainable mindset also extends to its packaging, which is zero-waste and can be transformed into a pretend jetpack for children to wear with their suit.

In this way, the brand is setting an example to the wider fashion industry in how material innovation can promote and enable greater product longevity.

Stat: E-commerce carbon impact is a concern for shoppers

Adidas

As online shopping swells, consumers are demanding greater sustainability efforts from retailers, according to a European study by UPS.

The study finds that just over half (53%) of UK shoppers want large retailers to have carbon offsetting for deliveries. Sustainable packaging is also growing in importance among consumers – 54% of respondents say they expect this of large brands, while 50% expect this from smaller brands. When it comes to future purchases, 75% cited sustainability as a purchasing driver.

Arthur Lam, marketing director at UPS UK, says: ‘The pandemic has accelerated digital shopping trends in an unprecedented manner. As the market becomes more competitive for e-commerce businesses, differentiation through personalised customer services will become even more essential for those looking to stand out.’

As e-commerce brands work to balance sustainable and eco-friendly practices with efficient delivery, more are beginning to offer accessible methods of carbon offsetting.