The Shoppe - Data Privacy Laws, Levi's SecondHand & More

November 10, 2020

Welcome back to The Shoppe! This week we’re covering Levi’s expansion to a secondhand market, brand reactions to the U.S. election results, California data privacy laws and more. Be sure to check back every week to hear the latest marketing news!

While many major brands like Walgreens, Netflix and Kellogg have opted to reduce their advertising spending during election week, many brands have begun responding to the 2020 Presidential Election results. MTV posted in celebration of the voter turnout of young people, encouraging them to keep working towards change. Oreo shared a post election tweet encouraging voters to celebrate with a Double Stuf Oreo.

Welcome back to The Shoppe! This week we’re covering Levi’s expansion to a secondhand market, brand reactions to the U.S. election results, California data privacy laws and more. Be sure to check back every week to hear the latest marketing news!

While many major brands like Walgreens, Netflix and Kellogg have opted to reduce their advertising spending during election week, many brands have begun responding to the 2020 Presidential Election results. MTV posted in celebration of the voter turnout of young people, encouraging them to keep working towards change. Oreo shared a post election tweet encouraging voters to celebrate with a Double Stuf Oreo.

Popular workout app, ClassPass, quoted the first female vice president elect, Kamala Harris, in a message of unity. Since their start, Ben & Jerry’s has used a global activism strategy, speaking out for years in support of various political issues. This election season, they ran the Get-Out-The-Vote campaign, encouraging the younger generations to vote through various blog and social media posts, as well as themed ice cream flavors. While the reactions brands receive from joining in on political conversation can vary, it will be interesting to see the case by case feedback in the coming weeks.


California’s New Privacy Rights Act & Digital Marketing

California’s latest data privacy initiatives are going to have a major impact on digital advertisers. Proposition 24, altering the California Consumer Privacy Act of 2018, also known as CCPA, mandates that companies disclose the information they collect and how it is used. It gives consumers the right to request that their information be erased, and not sold to or shared with third parties. Protected information includes names, addresses, locations, financial information, IP addresses and more. It is currently common practice for advertisers to use services that target ad audiences with third-party data. Under Proposition 24, consumers will now be able to opt out of receiving these ads. Now, when users visit a site, a pop-up will appear that offers them an opt-out of data collection. While the proposition has only passed on a statewide basis in California, we can expect to see the conversation around data privacy continue on a global scale.

This week, Disney released a beautifully animated, three-minute short film inspired by Pixar’s shorts, ‘Bao’ and ‘Float.’ The ad spot tells the story of a grandmother, her granddaughter and the holiday traditions they share. Based on extensive consumer research, proving tradition, family and nostalgia to be the most valuable things this holiday season, the short film highlights the importance of togetherness, while supporting a range of products across all of the company’s franchises. In honor of the special holiday tradition theme, viewers are encouraged to share their own memories to social media with the hashtag #LoveFromDisney. For every use of the hashtag, the company will donate $1 to Make-A-Wish, up to $100,000.

Popular clothing company Levi Strauss has started offering up to $25 in gift cards to those who return worn jeans to be resold. In an effort to reduce their environmental impact and tap into the Gen Z populated secondhand market, Levi’s has created an online thrift style store called Levi’s SecondHand. Estimating that the carbon footprint of a secondhand pair of jeans is 80% lower than a new pair, the company will assess and buy back old jeans from customers, clean them and post them online for discounted prices. The brand’s latest efforts showcase their dedication to sustainability, encouraging customers to buy less, buy better and buy smarter, so that eventually they can produce less. 

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