LSN : News : Stat: Half of Americans have boycotted a brand

A virtual showroom to educate BLM allies

Black Lives Matter Showroom by NAMESldn, London

London – NAMESldn is a virtual showroom and gallery that encourages education and allyship while supporting black creativity.

Founded by Richard Thornn and Oksana Kukla, the platform provides an alternative medium for engaging with anti-racism and the Black Lives Matter (BLM) movement. Viewers are able to explore an immersive online space with clickable donation links, videos to watch and educational articles. Featuring talent from fashion, literature, film and music, the platform is launching with 12 unique voices that form the start of what will be a changing roster.

‘As the antithesis to white-washed black history, together we are highlighting a new line-up of talent that has not been given the recognition we believe they deserve,’ explains Richard Thornn, co-founder of NAMESldn. ‘Digital platforms like ours have the potential to reach masses therefore spark important and fresh conversations, and deliver poignant messages globally.’

Generation Z allies are seeking digital platforms that enable (un)learning and aim to decolonise education.

Vita vodka swaps classic mixers for water

Vita Vodka by Vita Spirits, Spain

Spain – Vita Spirits is rethinking the drinking experience, with a vodka designed specifically to be mixed with water.

The Mediterranean triple-distilled vodka has been infused with lemons to create a subtle flavouring intended to replace that of a traditional mixer. Positioned as a natural, low-calorie and balanced alternative to spirit and mixers, Vita Vodka offers a healthier choice for drinkers.

The vodka is also crafted with premium Italian wheat and low mineralisation water to create a fresh and light-bodied taste. While many vodka-based drinks include high-calorie and high-sugar mixers, the brand’s website also features recipes for creating more conscious cocktails.

While we previously identified opportunities for brands to focus on the flavour profile and characteristics of tonic water, new alcohol alternatives are emerging that elevate the spirit itself and mitigate the need for external flavouring.

This beauty brand elevates voices of the unheard

US – ONE/SIZE was created by influencer Patrick Starr in response to make-up shaming.

Launched in partnership with Luxury Brand Partners and available at Sephora, Starr notes that he wanted to create products that 'allow anyone who has ever felt underrepresented to feel embraced and welcomed'. Featuring high-impact colour cosmetics, as well as make-up remover spray and wipes, the initial inspiration for the brand came from Starr’s own experience of being asked to remove his make-up while at work.

According to Robert DeBaker, group president at Luxury Brand Partners, ‘ONE/SIZE is more than an influencer brand; it is redefining beauty by elevating the voices of the unheard, creating space for everyone to belong.’

With people still face shamed for their bold approaches to beauty, brands such as ONE/SIZE are challenging industry and consumer misconceptions. For more, read The Make-up Movement.

ONE/SIZE by Patrick Starr and Luxury Brand Partners, US

Stat: Half of Americans have boycotted a brand

Burberry in collaboration with WeChat, Shenzhen

As more consumers embed activism into their shopping habits, new YouGov research has found that half of Americans have boycotted a business at some point in their life.

This figure also rises among older Americans, with 56% of 45 to 54-year-olds and 57% of over-55s having been part of a boycott, with the report aligning this with the fact that this generation has lived through more corporate scandals. In addition, those with a household income of £61,000 ($80,000, €68,000) and over are especially likely to have boycotted a business in protest, at 67%.

From climate concerns, to women's empowerment and the Black Lives Matter movement, consumers are seeking brand allies and corporate initiatives that align with their socio-political values. For more, explore our recent microtrend Moral Commerce.