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Concerns for the environment and the desire for activism are at an all-time high and brands and public figures are under scrutiny for their actions. While some try to genuinely take a stand, others resort to greenwashing and virtue signalling to gain favour.
In this landscape, companies and celebrities have everything to gain and everything to lose, as consumers have become increasingly aware of their clever marketing and PR tactics. It makes me wonder. With a more conscious consumer on the rise, can shallow brands maintain their relevance?
A while back, a friend shared a video of Kylie Jenner showcasing her new clothing line, made of vegan leather -- aka: plastic. This sparked a discussion about the trend cycle. How influence can result in millions of cheap, often plastic (polyester/nylon) replicas that quickly become disposable as the trend fades. With Kylie's 'all-plastic line', she just set off an avalanche of polyurethane and polyester to inevitably flood the market.
It begged the question, what would happen if (instead of negatively influencing society) they would use their platform for good?
But before we head there let’s check the temperature. The KHY brand did less well then expected. At the time of writing only 3 of the 12 looks from the first KHY drop are sold out. (And as I update this in 2024 it's officially seen as a flop) This is in stark contracts to when she launched her lip kits in 2015, demand was so high that the site crashed and stock sold out within minutes. While it might be too early to draw any definitive conclusions wether or not the KHY brand will be a success, one cannot help but question if the Kar/Jen empire is losing its stronghold.
I've never been a Kar/Jenn fan but their presence and influence has been undeniable. Yet today most of us surely recognise that the Kardashian brand appears out of touch. Their relentless pursuit of opulence and their focus on that flawless physical perfection seem disconnected from our changing societal values.
With the family's relevance being questioned and many of their brands failing, surely their ability to adapt will be crucial if they wish to stay on top.
Even though many of us are now tweaking for perfection and plastic surgery continues to be on the rise. We are also seeing the celebration of wrinkles, imperfections, and authenticity. Celebrities are publicly reversing surgeries, embracing grey hair, and advocating for natural beauty. Pamela Anderson broke the internet by going make up free and gained masses of new fans by doing so. Anti-consumerism sentiments are growing too, as is a sense of disgust towards celebrity, billionaires and displays of excessive wealth.
So then, let's imagine a world where the Kardashian/Jenner family came at a cross road. While watching the continued decline of their relevance they came to believed that in order for their brand to not just survive, but thrive, for decades to come (and not perish under the same fate as Marie Antoinette) — they had to make a change.
After a long and arduous strategy session, the Kardashian/Jenner family left the room and unanimously agreed that their legacy can no longer be about lip fillers, materialism and luxury. Instead, they agreed, the only way forward was... a full eco-rebrand. With their name being their primary focus they decided they wanted to go down in the history books. Hence forth, they would be known as the family that saved the planet.
They publicly close their plastic peddling apparel, skincare, make up, etc, businesses. They buy a farm, go vegan and become advocates for change. (I know, stay with me.).
Undoubtably their following would take a hit. But even if you take out half of their followers (who would unfollow as soon as a rebrand emerged) Instagram alone would be left with more then 500 million dedicated fans. These remaining fans could potentially be receptive to a more socially responsible image and slowly but surely a new following would likely build as Kris works on the public's trust.
By leveraging their still massive platforms, they could educate their audience. Raise awareness around environmental and consequential humanitarian issues, use their undoubtably powerful connections to hook in more celebrities, change makers, taste makers and even advocate for legislation in government. (Imaginnnne)
But of course, this scenario is unlikely. Completely changing the fundamental foundations of a business, any business, is incredibly hard. In the process most houses will likely crumble. As this TikToker says, even if they would try and put on a more relatable (or god forbid more sustainable) image - would we believe it?
Sure, if the Kardashians truly wanted positive change for the world they could likely influence it, but here lies the sad truth - they don't want it to change. Because the Kardashian brand was build authentically on who they are in a time that we most desired a brand about consumerism, materialism, and a lavish lifestyle of excess and aspiration. If the world moves away from this, it moves away from them.
Here in lie two important lessons.
1. Build a brand that’s authentic to you.
2. Don’t build it for for a specific time.
A brand that authentically aligns to you and your team will keep you consistent. It make it easier to maintain. It will feel natural to you. It gives you and the brand endurance. But building it for a specific time gives it a potential expiration date. One the Kardashians might be starting to feel.
Building a company is hard. Building a conscious company is harder. Each company brings environmental challenges and social challenges, regardless of what it sells or does. Each decision tests your morals and your ethics. In the current landscape, doing things a 100% or even 50% "right" is incredibly complex and probably impossible. But.. we need more conscious companies.
Think about what an authentic long term mission is for your brand and protect it's bedrock through it's inevitable evolutions and endless learnings. When society demands you to pivot, think about what this authentically means to your brand and what role you should or can play within it. If you don’t, then you will likely struggle once society is finally fed up. Just like The Kardashians will one day.
Don’t worry. The Kardashians will likely still be around for a long time to come. Their glamorous and extravagant lifestyle, provide a much needed distraction from the heavy realities of everyday life. Wether it’s through rage watching or aspiration. As a result, there may always be a demand for their brand, regardless if we like it or not.
