In my previous essay, we covered the history of branding and how it went from a
mere technicality to a complex exploration of a human’s most intimate desires. In
this essay, we will explore the relationship between consumer lifestyles and branding.
Consumer’s lifestyles are influenced by the brands they choose to engage with and,
correspondingly, branding is influenced by research into consumer lifestyles. They
have an intertwined relationship, both feeding off of each other. Lifestyle has a great impact on the behaviour of consumers and their brand preferences. Consumers tend to select brands that they consider "appropriate" for their self-image. In response,
companies tailor their brands to fit into consumers’ lifestyles. Everyday choices are used as a way of building self-identity. (Claudiu-Cătălin, Andreea 2014)
correspondingly, branding is influenced by research into consumer lifestyles. They
have an intertwined relationship, both feeding off of each other. Lifestyle has a great impact on the behaviour of consumers and their brand preferences. Consumers tend to select brands that they consider "appropriate" for their self-image. In response,
companies tailor their brands to fit into consumers’ lifestyles. Everyday choices are used as a way of building self-identity. (Claudiu-Cătălin, Andreea 2014)
“Each individual strives to create a unique identity that is based on his choices,
background and past experiences. Brands can reinforce or supplement this identity by adding perceptual anchoring points that other people can relate to. For example, the main reason a man will buy a Rolex watch is not to prevent being late, but to show to others that he can afford such a watch.” (Claudiu-Cătălin, Andreea 2014)
background and past experiences. Brands can reinforce or supplement this identity by adding perceptual anchoring points that other people can relate to. For example, the main reason a man will buy a Rolex watch is not to prevent being late, but to show to others that he can afford such a watch.” (Claudiu-Cătălin, Andreea 2014)
Consumers use brands as a projection of how they see themselves and how they
want others to see them. As Olins explains, “branding these days is largely about
involvement and association; the outward and visible demonstration of private and personal affiliation. Branding enables us to define ourselves in terms of a shorthand that is immediately recognisable to the world around us.” (Olins 2003) This is a widely accepted theory, with Bourdieu stating that individuals develop their own sense of self
from their upbringing and social relationships, and from the accumulation of social, economic and cultural capital, an individual determines their tastes, opinions and
dispositions. These tastes are used not only to determine one’s own preferences,
but to classify those around us. (Bourdieu, 1986)
involvement and association; the outward and visible demonstration of private and personal affiliation. Branding enables us to define ourselves in terms of a shorthand that is immediately recognisable to the world around us.” (Olins 2003) This is a widely accepted theory, with Bourdieu stating that individuals develop their own sense of self
from their upbringing and social relationships, and from the accumulation of social, economic and cultural capital, an individual determines their tastes, opinions and
dispositions. These tastes are used not only to determine one’s own preferences,
but to classify those around us. (Bourdieu, 1986)
It could be argued that quality is no longer of importance to many consumers who,
instead, are only interested in the perceived qualities that come with owning a particular
brand. For example in 2016, Supreme (a streetwear brand known for its graphic t-shirts)
launched a simple clay brick with their brand logo stamped into it. It retailed for around
£30 and sold out immediately, with resales appearing on ebay for up to $1000 (Khomami, 2016). As one journalist put it, “In a world where the future is unstable, buying hyped-up clothing brings instant joy… To feel like part of the crowd – but to also
feel completely unique among your friends, since landing a Supreme item can be
difficult and the runs are highly limited” (Basil, 2020) Arguably, no one has use for a monogrammed brick, and it’s intention certainly wasn’t for building - instead, the act
of consumerism gives the participants something to be excited about as well as an
opportunity to ‘flex’ on their peers, particularly on social media.
£30 and sold out immediately, with resales appearing on ebay for up to $1000 (Khomami, 2016). As one journalist put it, “In a world where the future is unstable, buying hyped-up clothing brings instant joy… To feel like part of the crowd – but to also
feel completely unique among your friends, since landing a Supreme item can be
difficult and the runs are highly limited” (Basil, 2020) Arguably, no one has use for a monogrammed brick, and it’s intention certainly wasn’t for building - instead, the act
of consumerism gives the participants something to be excited about as well as an
opportunity to ‘flex’ on their peers, particularly on social media.
Corporations are aware of the consumer’s desire to find identity through consumption,
and as a result of this, many psychological studies have been funded by big businesses.
Researchers aim to identify the hidden anxieties and desires of ordinary people in
order to sell more products and generate more capital. “[Research] employs techniques
designed to reach the unconscious or subconscious mind because preferences
generally are determined by factors of which the individual is not conscious.... Actually
in the buying situation the consumer generally acts emotionally and compulsively,
unconsciously reacting to the images and designs which in the subconscious are
associated with the product." (Cheskin, Packard 1957)
Harvey states that lifestyle brands are effective because they have a deep understanding
of what their target audience wants to achieve. They understand the experiences that their
audience wants, as well as the things that inspire them. Successful lifestyle brands do more
than just collect data on demographics - they examine every aspect of their audience until they find out exactly what motivates them. (Harvey, 2018)
than just collect data on demographics - they examine every aspect of their audience until they find out exactly what motivates them. (Harvey, 2018)
It could be argued that due to globalisation and access to online shopping, the market is
now over-saturated with choice. This leaves consumers with too many options for seemingly
identical products. “Choice fatigue is one reason so many people gravitate toward lifestyle
influencers on Instagram—the relentlessly chic young moms and perpetually vacationing 20-somethings—who present an aspirational worldview, and then recommend the products and services that help achieve it.” (Mull, 2019)
identical products. “Choice fatigue is one reason so many people gravitate toward lifestyle
influencers on Instagram—the relentlessly chic young moms and perpetually vacationing 20-somethings—who present an aspirational worldview, and then recommend the products and services that help achieve it.” (Mull, 2019)
A rising awareness of the impact on environmental and human rights by manufacturing
has led many consumers to become anti-corporate. (Klein, 2000) However, to maintain
our comfortable modern lifestyles we must continue to consume products. Corporations
are aware of this shift in attitude and are using branding to align with political and ethical
ideologies in order to draw in consumers. “Europe's financial crisis has coincided with a desire to consume less alongside pressing environmental issues such as climate change this is to adapt their messages and innovative products for example by introducing green products” (Davis 2009)
are aware of this shift in attitude and are using branding to align with political and ethical
ideologies in order to draw in consumers. “Europe's financial crisis has coincided with a desire to consume less alongside pressing environmental issues such as climate change this is to adapt their messages and innovative products for example by introducing green products” (Davis 2009)
Even if people like your products, the values with which you align your brand can lose
you customers. This was demonstrated in 2019 when razor company Gillette faced backlash
against their campaign promoting ‘positive masculinity’, with many loyal customers
threatening boycott. Piers Morgan tweeted, “I've used @Gillette razors my entire adult life
but this absurd virtue-signalling PC guff may drive me away to a company less eager to
fuel the current pathetic global assault on masculinity.” (Topping, Lyons and Weaver 2020)
This further backs up the idea that it is no longer important to consumers that a product is
of good quality; its branding must align with a consumer’s image of themselves.
However, there has been backlash against this sometimes transparent branding tactic;
Corporations are aware of the importance of social issues to many consumers and there
have been instances of them applying them to their branding without actually engaging in
the values they promote. For example,
the values they promote. For example,
In 2014, high street fashion label Whistles launched a T-shirt featuring the slogan ‘this is
what a feminist looks like’. Initially, the T-shirt was praised for promoting the women’s
equality movement. However, it was shortly revealed that the garments were being made
by Mauritian women who earnt just 62p an hour and were living in ‘prison-like conditions’.
These women were, inarguably, oppressed. “Laura Harvey describes the rise of ‘commodity
feminism’: a term used to describe how some of the goals and language of feminism get
taken up by companies and by advertising when they are trying to sell things. She continues
to describe how using feminism to sell things or making feminism about consumerism can
strip it of its politics.” (Hoskins, 2014)
So why do consumers, even those who are aware of the evils of consumerism, engage
in this behaviour? Perhaps it is for a sense of belonging in societies which are reporting
high rates of loneliness. “Material possessions are no replacement for human relationships
but do enrich social relationships in a variety of ways. In studies of subcultures, social
groups cohere as they joined as they jointly reappropriate and use spaces and material and
cultural goods.” (Davis, 2013)
cultural goods.” (Davis, 2013)
Reference list
- Claudiu Cătălin, M., Andreea, P. (2014). Brands as a Mean of Consumer Self-expression and Desired Personal Lifestyle
- Olins, W (2003) On Brand, Thames & Hudson p. 14
- Bourdieu, P (1986) The Forms of Capital in J. Richardson Handbook of Theory and Research for the Sociology of Education, Greenwood Press
- Davis, A (2013) Promotional Cultures, p.43
- Davis, M (2009) The Fundamentals of Branding, p.18
- Klein, N (2000) No Logo
- Packard, V (1957) The Hidden Persuaders
- Hoskins, T. (2014). The feminist T-shirt scandal exposes an entire system of exploitation. [online] the Guardian. Available at: https://www.theguardian.com/sustainable-business/sustainable-fashion-blog /2014/nov/03/feminist-t-shirt-scandal-exposes-entire-system-exploitation-elle-whistles-fawcett-society [Accessed 5 Feb. 2020].
- Bassil, R. (2020). The Supreme story: clothes shop or great artistic con-trick?. [online] The Telegraph. Available at: https://www.telegraph.co.uk/books/what-to-read/supreme-story-clothes-shop-great-artistic- con-trick/ [Accessed 5 Feb. 2020].
- Topping, A., Lyons, K. and Weaver, M. (2019). Gillette #MeToo razors ad on 'toxic masculinity' gets praise – and abuse. [online] the Guardian. Available at: https://www.theguardian.com/world/2019/jan/ 15/gillette-metoo-ad-on-toxic-masculinity-cuts-deep-with-mens-rights-activists [Accessed 5 Feb. 2020].
- Khomami, N. (2016). Red clay brick selling for up to $1,000 on eBay. [online] the Guardian. Available at: https://www.theguardian.com/technology/2016/sep/30/red-clay-brick-selling-for-up-to-1000-on-ebay [Accessed 5 Feb. 2020].
- Harvey, S. (2018). What is a lifestyle brand? When brands become a way of life…. [online] Fabrikbrands.com. Available at: https://fabrikbrands.com/why-lifestyle-brands-become-a-way-of-life/ [Accessed 5 Feb. 2020].
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