queen b. thoughts
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Thought pieces originally published on Medium.
Hindsight is 20/20
Watching H&M’s messy faux pas and subsequent retraction of the monkey ad, Heineken’s light beer mishap, Dove and Nivea’s beauty product blunders, we can’t help but wonder why brands keep missing the mark when it comes to advertising.
Today, the representation of identity through marketing is closely scrutinized and heavily covered by a wide range of influencers. Every instance of brand expression risks being ripped to shreds before its authors have a chance to understand why.
The most common fix after suffering through a PR blunder seems to be the the addition of a new position: the Chief Diversity Officer. While a smart measure that can positively affect recruiting and retention, one person cannot change the culture of an organization alone — and certainly not foresee all of the potential reactions brand messaging will have.
The realization that biases are not standard across groups and our identities are complex and intersectional, is a relatively new concept for mainstream America. While I may catch something in one ad campaign that you missed, I am far less likely to see my own biases, hence #unconsciousbias.
What does this mean for marketing teams? At qb., we understand no one wants to be stifled by an additional step of vetting or approvals. Designers and advertisers need freedom in order to stimulate creativity and innovation. Having worked on both sides of the table, our approach to flag the seemingly innocuous subtleties that can turn into PR disasters overnight is to embed ourselves on your team and work closely with creatives to ensure these potential snafus are caught early in the process. We act as a “sensitive” and vocal party, representing the myriad of identities present in consumer and stakeholder groups who will call out potential interpretations based on interdisciplinary training, multicultural exposure and academic understanding of minority and underrepresented groups. Our methodology works to identify possible problems before they even get to the drawing board and to provide the final seal of approval based on key stakeholders for your particular business, as well as the overall industry and influencer communities.
If this sounds like something your team might be interested in learning more about, please contact us. We would love to start a conversation.
My year of #nonewclothes
You don’t have to be perfect to start having a real impact.
In 2016, I realized that for someone who has the privilege to purchase ‘sustainably’ and has been talking about the impacts of fast fashion, environmental degradation and overconsumption for the better part of 10 years, I hadn’t made any radical shifts in my own buying habits. Determined to change that I made 2017 my year of #nonewclothes. Here’s what I learned along the way.
There will be break-ups
Now don’t get me wrong, there were some memorable break-ups even before my year of #nonewclothes. At 23, I banned Victoria’s Secret 5 for $25 panties…baby steps. At 25, I made a concerted effort to relinquish myself from Forever21, a poster child for fast fashion (in-full transparency, my all time favorite swimsuit is from F21. I bought it two years after the ‘break-up’ and right before a trip). Mostly, I made slight tweaks like these throughout the years, gradually shifting my fashion dollars from the likes of Old Navy, Gap, H&M and Zara to what I thought, at the time, were more conscious retailers, Madewell, Everlane and Anthropologie (I’ll need another whole post to talk about why they are not).
My efforts to have a greater social and environmental impact with my purchases, up until now, had been mild at best. My desire for new, fresh, and quick always seemed to outmuscle my deep knowledge of the immense water pollution caused by garment manufacturing, the Rana Plaza catastrophe where 1,100 people died as a direct result of our quest for cheap clothes and the industry’s rampant unsafe and unethical labor practices. Simmering in my own angst and inspired by Ayesha Barenblat, the founder of Remake, who I heard speak at MCON earlier that year on cultivating a conscious consumer movement, I knew 2017 would be my year of #nonewclothes.
Take a good look inside your closet
Beyond buying #nonewclothes, I also wanted to:
- Better understand my desire for new, fresh looks. (i.e. What drove my desire to buy? When did my urge to buy new clothes most often pop up? What was I most drawn to buying?)
- Build patience back into my quest for fashion
- Get to know my closet again
I was turning 30 that year and when I looked in my closet I only saw remnants of years past, going out tops from nights now way beyond my bedtime, a smattering of bright patterned anything, and mounds of high-waisted pants staring back at me. Ready to rediscover my fashion voice, impact and style, I dove in.
Set the ground rules
First things first. Every good challenge needs boundaries, so I defined what #nonewclothes meant to me: (1) no new apparel, jewelry or shoes (second hand and consignment were open for business); (2) if I did give in and purchase a new item (because I am not a perfect creature) I was to note why I bought the item, when I bought it and from whom; (3) gifts definitely didn’t count. You can’t control what other people buy you. However, if someone is looking to gift you an item, sustainable gifting is highly encouraged.
Next, it was time to say goodbye. I was never going to make it through the year receiving weekly emails with constant sales promotions from Madewell, Refinery29, ModCloth, and TopShop. Unsubscribing was a must.
Finally, resist. For me the first half of the year was the hardest. Post-new year mega markdown ads were trolling me, I had four weddings in five months and I “just needed” that new summer look, right?! Plus, January through March was usually when I bought most of my clothes for the year. My year of not purchasing any new clothes wasn’t perfect, but it was impactful.
Naturally, I had setbacks throughout the year. Three runs into 2017 and my knees demanded a new pair of running shoes, so I bought a pair of Nikes. After working with Soko, an amazing ethical jewelry brand, I couldn’t help but nab two new pieces from them and a pair of earrings from one of their partners before my work wrapped in May.
In early August, I just gave in. With no time to search for second hand items or swap with my sister (she lives 2–3 business shipping days away and played a key role in me making it through my #nonewclothes year), I did a quick search on Amazon and with one click bought a $20 swimsuit that would arrive the next day. In that moment, while I knew I had “technically” failed my challenge, I also learned something about myself as a consumer. My excitement for traveling was a very strong driver for shopping — it was as if traveling somewhere new validated purchasing something new.
After August, I stuck to my guns minus one last misstep. It was December and I was entering Outdoor Voices for the first time under the guise of shopping for my sister’s Christmas present. Caught up in the fun of trying on matching OV Kits with a friend, I spaced out and bought a pair of track pants. It wasn’t until I got home while showing off my new digs to my boyfriend that I realized, “Oh yeah, I wasn’t supposed to buy this…remember #nonewclothes Sam?!”
Harness the power of patience and reflection
Going a year without buying new clothes, or trying my best not to, wasn’t only about resisting and noting my lapses. It was also about discovering alternatives:
- TheRealReal, a luxury consignment retailer, is my new favorite place to browse and lock down classics (e.g. leather jackets, dresses for weddings, and work attire).
- Clothing swaps are now a yearly staple at my school and amongst my friends.
- I have a long list of impact-conscious (or socially and environmentally conscious) brands I’m excited to explore in 2018.
By giving myself the time and space to rediscover my closet, I learned what still worked, which clothes I wanted to keep but needed repair, which items were better off with someone else, and which key classics were still missing.
A year might not be the right time frame for you, but if you made it to the end of this article, I challenge you to try #nonewclothes. Whether it’s a year, a season, or a month, use the time to rediscover your closet, your drivers for buying and gift yourself the space to develop your own unique purpose for purchasing. And remember, there’s great power and impact in the choices we make with our wallet.
If you want to hear more about my year of #nonewclothes or chat about more impactful options in fashion, you can email me at firstname.lastname@example.org, follow me on Twitter @harmonsamantha or @consult_qb.
What. A. Year.
In 2017 we elected our first openly trans public officials. The first woman (and woman of color) became Mayor of New Orleans. The first Muslim actor won an Oscar. Disney aired its first show about a boy’s coming out story. The #BlackLivesMatter and #MeToo movements swept the country, galvanizing millions. The first South Asian and first black woman hosted SNL (we couldn’t believe that one either).
This year has been one of rising tensions, harmful division, and big wins for diversity champions. We still have a long way to go to make our society more equitable and inclusive, but it’s worth taking a moment to celebrate some important victories — particularly after a year like this.
Nine months ago in a coffee shop in San Francisco, we set out to:
1. Start a consulting firm owned and run by women, and hire talent that reflects the beautiful diversity of our country.
Being the only woman in the room, the only person of color, or both was no longer acceptable to us. While it seems the entire nation is waking up to latent issues of race, gender, power and identity (that were no less real last year), the divide is still growing as people find their platforms and become more angry and violent towards the “other” side. This type of dialogue is ineffective and troubling. Our work aims to offer everyone a seat at the table, even if (and especially when) we don’t agree with each other. Prioritizing the inclusion of diverse voices is critical for a truly productive debate.
2. Disrupt traditional corporate responsibility consulting by providing flexibility and the best possible experience to the experts we hire, our clients, and ourselves.
We built our business on the bet that we weren’t the only professionals looking for an alternative to what’s become standard in consulting today (not enough pay and long hours). We were right. Our vision has resonated with experts and clients alike this year, drumming up excitement for what’s to come.
3. Follow a no assholes policy.
While not an official policy of ours, from the start we knew we wanted to build relationships with smart, driven change-makers who are also reasonable, pleasant, inspiring humans. We have been fortunate to encounter clients who support and believe in our vision, and who live the values we hold dearest in their every day lives. The energy we put out was met with a humbling reception, allowing us to collaborate with incredible partners. For that, we are so grateful.
What’s next for qb.?
In 2018 we will be ramping up our sustainability reporting and diversity and inclusion trainings and working to grow our network of experts to include an even broader mix of talent.
While these are trying times, we are so proud to be contributing our voice, your voice to Corporate America to help shape future policies around sustainability, equity, diversity, and inclusion. A special thanks to our clients, who not only keep our doors open, but allow us to follow through on our promise of donating 1% of our profits to the International Rescue Committee.
If you are interested in learning more about our work, please reach out. We would love to start a conversation.
-Noemí + Sam