Some brands are in the news again for accountability issues.
in spite of all statistics Affirming that Gen Z consumers very much believe that “businesses should do what they preach,” coach And minnetonka Have the two of them publicly re-learn that lesson over the past few weeks.
coach was called Merchandise returned to Dallas mall stores for cutting and dumping, yet this wasn’t the first time a luxury brand has been caught destroying its wares.
In 2018, Burberry became the subject of a major backlash and many headlines for its practice. destroy unsold stock By burning it at the end of the season.
Speaking about the lack of understanding about sustainability…
The public was incensed to learn that the practice was rampant in the world of luxury, and not just in barberry, which led to a very legitimate outcry about waste, overproduction and overconsumption.
The French government even passed a law banning the burning or destruction of overstock. So now, three years later, why would coaches think that no one was paying attention? Instagram diet prada There Was Before, With Its “Coach Blast For Destroying Unsold Merchandise In” viral tiktok videoPost after getting over 200,000 likes. In short, TikTok was posted by an environmental activist, showing a destroyed coach purchase made by a woman who salvaged salable items from a dumpster.
The worst part of this public relations debacle is the conflicting messages it creates. On the one hand, coach Website Coach encourages customers to repair and refurbish products, but on the other hand, it appears that store associates intentionally make certain in-store returns unsellable.
Today it is extremely important that companies live up to the promises they make to consumers.
Not surprisingly, after these posts on social media, the coach told CNN It had “‘stopped’ destroying in-store returns and wanted to ‘responsibly rearrange, recycle and reuse excess or damaged products’.” However, brands must be vigilant to protect their images. The reputation damage done by a viral TikTok video can destroy years or even decades of good corporate citizenship.
If Coach had used Voice of the Customer analytics, it could have had a better understanding of its risk profile by hearing first-hand from consumers that they care very deeply about waste and sustainability, and that Coach would have better access to damaged goods. must be kept for use. The brand could have avoided the negative headlines and instead generated a positive message around recycling, recycling, or repairing badly damaged items.
Brands today must understand their risk profile for potentially irreparable reputation damage.
Hearing the voice of the customer would have alerted Koch and Burberry to the dangers that had passed out.
As Gen Zs Grow in Power—And They Are Predicted To capture the economy by 2030 – meeting commercial goals with transparent ethics will become more important for all brands. Bank of America co-author Haim Israel
according to a a recent study Results by First Insight and the Baker Retailing Center at the Wharton School of the University of Pennsylvania point to increasing adoption for sustainable buying, with Generation Z influencing other generations toward sustainability. The report also found that the vast majority of Gen Z buyers say consistency is more important than brand name when making a purchase decision.
Brands will continue to be called out for not practicing what they preach unless they immediately start asking relevant questions and not only listen, but act on them. Avoid Production and Launching Negative items and campaigns before they go to market. Listening, testing and learning from customer opinions will be the best, most financially viable way to preserve brands while moving towards a more transparent and accountable future.