In line with the social constructivist philosophy, the findings of this paper should not be interpreted as definitive or as representative of an 'objective truth'. Rather, it can be noted that the findings of this paper are more fluid and imprecise, as the very object of analysis in itself is not stable and definite. Therefore, what this paper argues to 'conclude' on is a multifaceted view of the complexity of reality, in which the findings of this paper are just one of the possible perspectives on the issue of diversity and inclusivity in the beauty industry.
This paper concludes that there is evidence to suggest that Gen Z is a generation that can be said to value diversity and inclusivity, possibly as a result of being a diverse generation themselves. This paper aimed to examine how these values are reflected in Gen Z’s demands and in the beauty industry, and moreover, how brands can successfully accommodate this in order to reach Gen Z consumers. Given the findings from the netnography of this paper, it can be said that consumers, both internationally and in Denmark, are demanding more diversity and inclusivity. This is consistent with industry reports, also presented in the analysis, that state how a shift in consumer demands towards diverse and inclusive brands can be identified.
Overall, this papers’ application of the theories by Belk and Heding et. al. sheds light on two sides of the phenomenon of Gen Z valuing diversity and inclusivity. While the analysis through the lens of Heding et. al. illustrates the need for brands to meet and accommodate the values of
Gen Z consumers, in order to potentially gain a positive consumer-brand relationship, the application of Belk’s theory illustrates how it can be argued that Gen Z consumers use their consumption as a political statement and reflection of values.
Based on the analysis of this paper with the application of The Personality Approach and Belk’s theory of The Extended Self, this paper found that it is possible to conclude that Gen Z consumers use consumption as a means to express themselves. This was corroborated with the results of the survey, as well as the general characteristics described about Gen Z consumers, thus, making it possible to conclude with a high degree of certainty. It is concluded that there might be a higher likelihood for Gen Z consumers to support brands who they perceive to be diverse and inclusive, both in an effort to obtain value alignment as well as value signal, as argued in the analysis. In essence, this paper found that in order for brands to then reach Gen Z consumers, they have to create an identity that Gen Z consumers care about and that they deem to be authentically expressing this in the brands’ communications.
Based on the collected data, this paper concludes there is a lack of diversity in the beauty industry. This consensus exists amongst consumers, both Danish and international, as well as industry experts, as illustrated through interviews. The lack of diversity was presented in the netnography as well as in-store observations. Moreover, these data also indicated a mismatch between models showcased in campaigns and shade offerings identified. Several of the observed brands have limited shade ranges catering to dark-skinned people while still advocating ethnic diversity, which this paper concludes that some brands might perceive as diversity washing.
This paper argues that one of the ways in which the BLM movement has affected the beauty industry is the increased focus on diversity and inclusivity practices by brands and the consequent emerging of the issue of diversity washing as well as brands using BLM as a marketing strategy and a tool to gain positive attention from consumers. On this basis, this paper concludes that the BLM movement has been part of creating a new trend within consumer demands that this paper argues might be especially present with Gen Z consumers; the trend of valuing inclusivity and diversity and prioritizing this when selecting what brands to support or not to support. This finding can be substantiated with the application of The Personality Approach by Heding et. al. as this paper argued that Gen Z consumers wish to see themselves reflected in the brands they support.
Based on collected primary and secondary data, this paper found that social media has a big influence and importance in constructing consumer attitudes. It can be concluded that Gen Z’ers use social media as a tool to express their attitudes and values, and thus, the conduct of brands on social media plays a major role in forming consumer attitudes. By analyzing the collected data coupled with the theoretical framework by Solomon, this paper concludes that values and attitudes cannot necessarily predict behavior. The conducted survey found that half of the Danish Gen Z’ers have not actively deselected a beauty brand due to lack of diversity, despite having expressed their beliefs of the importance of diversity regarding race in the beauty industry. Thus, it is concluded that a gap between values and behavior can be identified.
This paper attempted to explain this gap by using Klein et. al. theory of influences on consumer behavior in order. On this basis, it is concluded that while consumers might express their values in a certain way, these values might not be reflected in their consumer behavior. However, this paper was not able to conclude on a specific reason for this. Moreover, this paper argues that it is important for consumers to feel that their identity is represented in the content they view from brands. It is concluded that representation in the beauty industry may be crucial for consumers to be able to see themselves using a product, and ultimately, deciding to support a brand. It is further concluded that there is a possibility that brands that do not accommodate Gen Z’s demands for diversity and inclusivity might be deselected in preference to brands that do. Furthermore, not implementing diversity and inclusivity initiatives and practices at or doing them in a way that Gen Z consumers perceive as diversity washing, might result in “canceling”, possibly as a result of being perceived as diversity washing.
Based on the findings of this paper, the following list of managerial implications was suggested.
This paper concludes that brands seeking to reach Gen Z consumers should do the following:
● Align values between brand and consumers
● Implement authentic diversity and inclusivity initiatives
● Communicate honestly with Gen Z on social media
● Invest resources to gain knowledge on diversity
This paper concludes that doing so may result in a positive reputation and recognition among consumers. These initiatives must come from within the core values of the organization, hence, brands must actively live up to their claims of diversity. This paper was unable to draw a certain conclusion on whether the demands for inclusivity and diversity identified are especially characteristic of Generation Z consumers, and thus, presents a discussion that it could also be characteristic of today’s society. Furthermore, it is also inconclusive if the increased focus on diversity and inclusivity are the result of a new standard within consumer demands or a fleeting phase. Although these uncertainties must be taken into consideration, this paper was able to conclude to a certain degree that Gen Z’s demands regarding ethnic diversity and inclusivity are reflected in the beauty industry, as exemplified throughout this paper, and brands must live up to these demands by implementing this paper’s recommendations to their organization.