[Note: This blog promotes a fictional product created for a course assignment at SNHU. The product is not real but was developed to demonstrate marketing concepts.]
I am promoting a new product for Nike, which is a crossbody bag with a dedicated compartment for a reusable water bottle. The bag is crafted using sustainable and ethically sourced materials, such as organic cotton, which is widely used by many environmentally friendly bag brands globally. This choice of material is due to the ethical nature of the growth and harvesting process. According to The Good Boutique, “Organic cotton helps reduce the environmental impact of cotton production by promoting soil health and water conservation. It also supports the well-being of farmers and workers who cultivate and harvest cotton,” (Sustainable materials used in high-quality handbags 2023).
Nike’s Sustainability Mission
The concept behind this new crossbody bag focuses on my research on Nike’s commitment to sustainability. More specifically, Nike currently has a “Move to Zero” initiative where they aim to hit sustainability targets by 2025. An example that is relevant to this new product is “0.5M tons less of greenhouse gas emissions, through increasing our use of environmentally preferred materials to 50% of all key materials: polyester, cotton, leather, and rubber,” (Nike Sustainability. move to Zero, n.d.). In addition to my market research on Nike’s move towards sustainability, I must prioritize the current and potential future trends of my target audience, Gen Z and Millenials.
My Target Audience
Those in my target audience, aged 11-42, are passionate about brands being authentic, sustainable, and ethical in their treatment of workers. According to Forbes, “the vast majority of Generation Z shoppers prefer to buy sustainable brands, and they are most willing to spend 10 percent more on sustainable products. The report also found that Generation Z along with Millennials are the most likely to make purchase decisions based on values and principles (personal, social, and environmental).” (Petro, 2023). This product may cost more due to the sustainable materials used. Our target audience is willing to pay more for ethically sourced products according to market research. Possible implications include the need to be straightforward with our audience, as this is also something that they put extreme value in (Petro, 2023).
Sustainability & Ethical Labor
My proposed marketing strategy would include showing behind-the-scenes insight into Nike’s commitment to sustainability and ethical labor. Nike strives to meet ethical human labor standards (About.nike.com, n.d.), and this will be part of our social media campaign promoting the new crossbody bag. The Library of Congress states “In the United States, the Federal Trade Commission regulates false or misleading advertisements,” (Research guides: Marketing industry: A resource guide: Regulations and ethics, n.d.), and this is imperative to keep in mind as we share information on this new product.
Limitations
Some limitations were encountered during my research process. For example, collecting specific demographic information on the preferences of Gen Z and Millennials will require extensive surveying and analysis as it pertains to this product specifically. The lack of data on consumer behavior in the sustainable accessories market also posed a challenge, highlighting the significance of continuous research to adapt to the evolving preferences of our target audience.
Introducing the crossbody bag is not just a product launch; it signifies Nike’s commitment to a sustainable and ethical future. By catering to the values of the environmentally-conscious Gen Z and Millennials, Nike not only responds to the current market demands but also sets an example for responsible and conscious consumption in the future.
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References
About.nike.com. (n.d.). https://about.nike.com/en/newsroom/resources/human-rights-and-labor-compliance-standards
Nike Sustainability. move to Zero. Nike.com. (n.d.). https://www.nike.com/sustainability
Petro, G. (2023, September 12). Gen Z is emerging as the sustainability generation. Forbes. https://www.forbes.com/sites/gregpetro/2021/04/30/gen-z-is-emerging-as-the-sustainability-generation/?sh=38a4c2328699
Research guides: Marketing industry: A resource guide: Regulations and ethics. Regulations and Ethics – Marketing Industry: A Resource Guide – Research Guides at Library of Congress. (n.d.). https://guides.loc.gov/marketing-industry/regulations-and-ethics Sustainable materials used in high-quality handbags. The Good Boutique. (2023, April 25). https://www.thegoodboutique.com/inspiration/sustainable-materials-used-in-high-quality-handbags