Page 6 - dissertation flip book

INTRODUCTION
The Coronavirus Pandemic has caused a shift in consumerism
as people’s values have been realigned. As key aspects of the retail sector shift it is imperative to understand the principle demographic group that is being affected, millennials. From there, an understanding can develop around how current negative events have effected millennials’ well-being and resulted in their mistrust of fashion high street brands, methods used by PR practitioners to gain consumer trust and the importance of transparency. Initial interest in this topic stems from a Business of Fashion podcast titled “How trauma transforms the consumer psyche” which explored the idea that “If you want to know about the lives of your customer you first need to know about their death.” Business of Fashion (2020).
As this topic is still currently developing and evolving there is a need for more in-depth research of the pace at which the situation is changing in order for brands to
react appropriately. This led onto key research that was acquired through Thomas Bivin’s book, Mixed Media: Moral Distinctions in Advertising, Public Relations and Journalism (2004) which covers research around what the truth is in public relations terms. Although written before the pandemic, it is relevant in terms of what is moral and immoral whilst practicing public relations, a practice in which many of
the lines can easily be blurred. Discussing theories such as “Consumers: Victims or informed choosers.” Bivins (2004) this chapter links precisely with what is occurring currently due to a lack of consumer trust.
To understand a consumer you first must understand their problems which is why a key driver of the topic involved looking into the prevailing widespread anxiety and depression. People are aware of how mortal they are and with people also losing their jobs there is a sense of fear encompassing the population. It has also been
proven that the mental health of young professionals has been worsening: “[therapists] need to be ready to brush up on our trauma training. Right now people are still in a state of shock.” Hudson (2020)
Trust is a key word throughout the report and an underlying theme in public relations. There is an element of mistrust to everything that a consumer sees from brands, Edelman’s Trust Barometer shows that the public find businesses competent but not ethical. “Businesses must take the lead on solving the trust paradox because it has the greatest freedom to act” Edelman’s (2020)
Further investigation is taken into how different brands are approaching consumer behaviour with interviews from a PR practitioner from a main high street store. It is also significant to conduct an interview with therapists in order to gain more insight into the public mood during the pandemic.