02
MADE TO MENTION
by Avery Dennison
COMMUNITY
Disruption exposes the necessity of partnership, integrity, and a holistic approach to business. Sustaining the trust earned by serving the needs of communities throughout the global pandemic while driving urgent action to mitigate the climate crisis will take continued intention and a dedicated focus on purpose. In this edition of Made to Mention, we address these shifts by sharing with you our latest insights and brand partner activations. Together we respond to the call for a more human-centric industry.
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Across our company and around the world, our employees, suppliers, and customers are finding new ways to be a force for good. Our 2030 sustainability goals that complement and live alongside our 2025 sustainability goals, enable us to think bigger and reach higher, applying our collaborative spirit, passion for innovation, and technical expertise to transform our planet.
OUR COMMITMENT
Avery Dennison Sustainability Goals & Metrics
01
Partners for a Cause
Celebrating 10 Years of Soho Warriors
Premier League Hall of Fame
Art Comes First
Football in the Park
Avery Dennison External Embellishments
PART ONE
COMMON GOALS
The Digital Care Label #caretobethechange
Protecting Your Brand in a Post-Covid World
CFS+ 2021
PART TWO
CONNECTED COMMUNITIES
00
by The Future Laboratory
INTRODUCTION
THE FUTURE LABORATORY
by
For this edition of Made to Mention, we partnered with the leading strategic foresight consultancy, The Future Laboratory, to introduce the topic of ‘community’ in the fashion industry. Events of the past year have revealed a radical new future for community, driven by consumers who are craving connection and demanding diversity, inclusion, and socio-environmental progress like never before. In a few months, the Covid-19 pandemic reshaped the world in its own way. Economies shut down, normal life ground to a halt, and systemic inequalities were laid bare. At the same time, society was given space for social reflection, as people reconsidered the direction in which we are heading and began a journey to remedy issues and injustices across the globe in response. As Chris Sanderson, co-founder of The Future Laboratory, says: “Events that have an impact on an entire population are a once-in-a-generation occurrence. This is a hard, unsettling reset – but it can result in positive, unprecedented changes in how ordinary people behave and interact.” Community is one case in point. A renewed reliance on each other, combined with an absence of opportunities for physical connection, has served to help us better understand the power and vitality of communities. And it’s a development that’s here to stay. According to research from Accenture, four in five consumers now feel more or as connected to their communities as they did pre-pandemic, and 88% expect these connections to remain intact long after the virus has been contained. The past year has also revealed just how interlinked different communities remain in an increasingly globalized world. “Among the many lessons to come out of the Covid-19 pandemic, perhaps the most enduring will be how interconnected it showed the world to be – how a virus that began in a single city could touch all of us in a matter of moments,” says Rabih Torbay, president and CEO of global health organization Project HOPE. These shifts will fundamentally transform how businesses approach social impact in the future, ensuring that becoming a force for good will no longer be viewed in isolation. Instead, businesses will apply Whole-System Thinking to community, working holistically to benefit both the planet and the communities in which they operate, freshly aware that every action has a social cost. Promisingly, there has never been a greater opportunity for businesses to do so. With much of the world clouded by mistrust and misinformation, Edelman’s Trust Barometer reveals that 61% of people globally trust businesses – ahead of NGOs, the government, and the media – with business the only institution seen as both ethical and competent. When it comes to charting a path toward delivering diversity, inclusion, and socio-environmental progress, businesses would do well to look to another arena for a blueprint – the world of sport. Throughout the past year, sports teams and athletes have successfully harnessed the challenges posed by Covid-19 and enhanced the strength of communities in the process. So how did they go about doing this? Firstly – and perhaps most significantly – athletes stepped in where governments were failing, inspiring new movements and acting as forces for good in society. Take Manchester United’s Marcus Rashford. His campaigning on child poverty and free school meals forced the UK government into two policy U-turns and helped shape a $236 million Covid winter grant scheme to support vulnerable families in England. His actions follow those of others pre-pandemic. When quarterback-cum-activist Colin Kaepernick took the knee, it helped to inspire a movement against police brutality and racism. Meanwhile, in initiatives like Common Goal – whose first football kit was was created in collaboration with Avery Dennison and SoccerBible and which is set to launch in Summer 2021 — sees a number of high-profile footballers and managers pledge to donate 1% of their salaries to high-impact football charities that tackle social issues ranging from gender equality in India to peace-building in Colombia and refugee integration in Germany.
Part One— Common Goals
Introduction by The Future Laboratory
Covid 19: How consumer behavior will be changed
Edelman Trust Barometer 2021
https://www.common-goal.org
94% of the Fortune 1000 are seeing coronavirus supply chain disruptions
How circular thinking could change US business models
Towards the circular economy
The future of live sport
telekom.com
klabu.org
Driving brand loyalty in a crisis
61%
of people globally trust businesses – ahead of NGOs, the government, and the media
Edelman's Trust Barometer
94%
of Fortune 1000 companies experienced supply chain disruption from Covid-19
Fortune magazine
by THE FUTURE LABORATORY
The Digital Care Label
CFS+ 2020
Avery Dennison External Embellishment
Keep in touch
86%
of Gen Z say that connected technology enables them to connect with online communities through shared passions
Deutsche Telekom
85%
of people want brands to offer practical tips to help them cope with the current global situation
Global Web Index
Contact us
Consumers are already embracing this way of connecting with one another. In a European study from Deutsche Telekom, 86% of Gen Z say that connected technology enables them to connect with online communities through shared passions. This burgeoning behavior will lead to the creation of immersive, virtual, and curious digital spaces where people can explore, meet others, and hang out. Again, sport is well placed to dominate, with the latest FIFA 21 football game representing the most popular sports video game in the world. Promisingly, the title is already working to empower communities beyond digital connection too, featuring kits from KLABU, one of Avery Dennison’s brand partnerships that operates a foundation with goals to open 50 clubhouses providing refugees across the globe safe access to sports. As the world slowly emerges from the pandemic, a new consumer will emerge too – one who is craving connection and demanding diversity, inclusion, and socio-environmental progress like never before. With 85% of people wanting brands to offer practical tips to help them cope with the current global situation, according to Global Web Index, businesses have a huge role to play on this front – and sport is already showing them how to do so. As Larry Olmsted, author of Fans: How Watching Sports Makes Us Happier, Healthier, and More Understanding, explains: “We’re designed to be part of a community. Belonging is part of our DNA. Humans are tribal creatures and the main happiness benefit of sports comes from belonging.”
Secondly, supply chains emerged as a strength of sports manufacturers. Some 94% of Fortune 1000 companies experienced supply chain disruption from Covid-19, according to Fortune magazine, as it became clear how many supply chains lacked global resilience. This placed supply chain innovations that mitigate negative impact on communities in an even more powerful light – whether that was adidas and Parley for the Oceans creating sports jerseys from ocean waste, or Avery Dennison using printing and robotics technology to increase the efficiency and sustainability of Premier League names, numbers, and sleeve badges, produced at a specialist low-carbon facility, through reduced waste and water-based inks. Such supply chain approaches will grow in importance over the next decade, with 62% of American companies planning to move toward circularity, according to ING. And research from the Ellen MacArthur Foundation estimates that the net material cost-saving benefits to the European economy from adopting a more restorative approach will be $600 billion a year by 2025. Finally, in the past year sport has also harnessed the power of digital solutions to foster community when physical events were off the cards. “Many of the leagues were already looking at different ways to participate in this digital transformation and are taking advantage of opportunities to learn, to grow, to iterate, to develop new ways of interacting with fans,” says Mike Maughan, head of global insights at Qualtrics, an experience management software vendor. “The pandemic has accelerated that in a degree and in a way that we never had to consider before.” The NBA partnered with Microsoft Teams to allow fans to sit in arenas and watch games virtually, while Sky recently launched Sky Worlds – a new virtual reality (VR) app that enables users with VR headsets to get a live Premier League experience, with viewers able to hop around stadiums virtually to see the action from different angles. By 2030, such concepts will become hyper-immersive, with the low latency, incredible speed, and massive capacity of 5G enabling new and enhanced experiences in extended reality. And this immersion will help foster belonging among consumers too. Some 83% of UK millennials say they expect digital experiences and interactions with brands to be seamless and innovative, according to YouGov. The world of gaming is arguably paving the way on this front, with growth in digital spaces where people are gathering and interacting with millions of 3D virtual experiences – known as the metaverse – spurred on by the pandemic, representing “as big a shift in online communication as the telephone or the internet,” according to David Baszucki, CEO of online game platform Roblox.
Reshaping Football by Accept & Proceed celebrates community coming together for the love of the game
With live events suspended around the world for months, sports have been affected by the Covid-19 pandemic perhaps more than any other industry. Kantar Sports MONITOR recently reported that 76% of self-identified American sports fans said the absence of sports had affected them somewhat or very much, while McKinsey and World Federation of the Sporting Goods Industry (WFSGI) found that the total number of hours kids spent playing sports decreased by almost 50% during Covid-19. The connection between sports and community is so strong it’s almost tangible. At a time when the world needs it the most, fans welcome and reward brands for helping to re-energize their communities. In contrast, time on social media and gaming is surging in youth markets. While it can be argued that the long-term appeal of sports with this generation may be endangered, youth have the creativity and the capacity to make change happen on a global scale. Brands and sports clubs can use this opportunity to authentically share their values and connect to new audiences, thereby increasing their accessibility and visibility with groups that may have been overlooked in the past. Establishing a presence on digital platforms can be leveraged to inspire new and diverse generations of fans. Elsewhere, the fashion industry’s approach to competition is shifting. Open letters published by those such as Dries Van Noten, the Council of Fashion Designers of America and British Fashion Council are calling for change, with a hope to drive industry-wide collaboration and information sharing for widespread gain. What’s more, disruptive brand collaborations such as adidas and Allbirds are emerging, indicating that ‘stronger together’ partnerships are the way forward to challenge the status quo and meet shared goals, faster. Zalando’s It Takes Two report further illustrates that neither the industry nor consumers can make the change alone.
Marketing in the time of COVID-19: A new ball game for sports
Sporting Goods 2021
The fashion industry's reset
Rivals adidas and Allbirds partner to create green-dream shoe
How the industry and consumers can close the sustainability attitude-behavior gap in fashion
58%
of surveyed global sports fans agree that sport brings people from different backgrounds together
Global Web Index, 2020
49%
of surveyed global sports fans agree that sport is culturally important
SoccerBible is a footballing culture quarterly magazine with a massive following on social media. They cover all aspects of global football, from celebrating fan culture to doing in-depth interviews and photo shoots with the game’s greatest players and managers. Common Goal is a non-profit organization, co-founded by Juan Mata of Manchester United, who work to provide access to sports to underserved communities across the globe. Athletes and managers sign up to be a part of Common Goal and in doing so they pledge to donate 1% of their salaries to the organization. The organization then routes the money to high-impact NGOs actively working in communities everywhere. The two brands came together to create Common Goal’s debut football shirt, and SoccerBible tipped Avery Dennison to partner with them to provide not only the embellishments but also the design. Over the course of a few months the Avery Dennison design team iterated on a number of different and entirely unique ideas with Common Goal and SoccerBible, and the trio landed on these beautiful wavy shirts with nine different heat transfer embellishments. Between the shirt and the packaging, each brand will have their own unique QR code available to drive consumers to bespoke content created in tandem with the launch. People who purchase the shirt will be able to scan a heat transfer QR code applied to the inside of the shirt itself to view a thank you message from Common Goal co-founder Juan Mata. SoccerBible has been hard at work on player photoshoots with some of Common Goal’s high-profile athletes to unlock with a QR code scan on the shirt’s hangtag. The shirt will land at prodirectsoccer.com in Summer 2021. Money raised will be used to support Common Goal’s mission.
In late 2020, global football publishing giant SoccerBible approached Avery Dennison with a unique opportunity to collaborate on a project with them and Common Goal.
prodirectsoccer.com
soccerbible.com
common-goal.org
Photography by Pete Martin, SoccerBible.
An initial class of eight inductees was announced with two automatic qualifiers in Alan Shearer and Thierry Henry, followed by a month-long voting period when fans everywhere chose from a shortlist of 23 former players. Avery Dennison designed and produced a Premier League Hall of Fame shirt to be presented to each of the inductees. The shirt features three different smart embellishments: the name/number block, the sleeve badge, and the chest sponsor logo. 300 of the Hall of Fame shirts were produced to send to media partners of the Premier League and Avery Dennison. People who received the shirt were able to scan the embellishments using the Premier League app on their phone and were treated to a Hall of Fame quiz that was hosted on the Avery Dennison team sports website. Fans who have current Premier League shirts with authentic Avery Dennison embellishments can also access exclusive content via a scan in the Premier League app. The widespread adaptation of this scanning technology will broaden the scope of what’s possible for brands to speak with and engage their consumers beyond the sale/purchase interaction. Stay tuned for more.
As the official name, number, and sleeve badge supplier to the Premier League, Avery Dennison is proud to have contributed to the launch of the Premier League Hall of Fame. The Hall of Fame will honor the legacies of the Premier League’s greatest players.
Get in the Game
Hall of Fame
As the world continues to navigate tumultuous times, we and our partners look to find safe ways to play on. Through collaboration, we overcome challenges and the impossible is made possible. Through collaboration, we can create unique solutions that enable us to reconnect with our communities and reward loyal football fans with creativity, new innovation, and inspiration. We see sport as the driving force to unite communities. Avery Dennison was proud to be involved in the project and produced a series of crests, badges, and heat transfers that were beautifully inspired by local football culture and the loyal fans. They were created in the name of celebrating individual style and expression. The partnership with SHUKYU Magazine also provided us with an exciting opportunity to work side by side with a number of leading artists and designers within the local soccer community in Tokyo and worldwide. The series of designs created were imbued with pride and positive messages, influenced by the strong culture of the beautiful game and also paying homage to recent momentous global movements. For the first time, SHUKYU Magazine also simultaneously launched their own unique online marketplace to showcase products and sell a range of limited edition original merchandise, magazines, and more.
Avery Dennison recently teamed up with SHUKYU Magazine for a special showcase: Ginza Football Market.
Explore the online marketplace over at shukyushop.com.
shukyumagazine.com
The collection is available online at sohowarriors.com.
Based out of East London, the Soho Warriors Football Club (SWFC) was formed in 2010 becoming the first creative football club in England.
The club has developed a strong community who embrace diversity and support the current and future generations of creatives. The team is the ultimate creative melting pot, made up of illustrators, designers, writers, models and directors who meet on the pitch every Tuesday morning and Friday night. Over the past decade they have held events with adidas – most notably adidas Fanatic – and collaborated with END. and Stone Island. These collaborations gave Soho Warriors the platform to launch a creative agency and tour NYC, Berlin, and Paris. In celebration of their 10th anniversary, they joined forces with Chrystie NYC for a collaborative capsule collection featuring Avery Dennison trims and specialty embellishments. The collection is centered around the new home and away jerseys, with the red and white pulled directly from the club’s colors. For the away shirts’ blue and black, there’s a reference to the Albion pub, an iconic post-match drinking haunt. The classic check pattern was inspired by an old Coventry away shirt from the 90s, a favorite of the Soho Warriors. An amalgamation of creative efforts by members of the team, designer Jack Sharples created the link type, inspired by the chunky chain on the Haggerston Park gates, while Illustrator and co-founder of the SWFC, Chris Dent, created the Warrior illustration embroidered on the hoodies. The illustration nods to FNL, the night the Warriors play. Finally, type designer Josh Doherty created a bespoke black letter ‘X’, a reference to the club’s 10th anniversary this year.
Photography by William Grundy (@williammichaelgrundy)
Unquestionably, the pandemic has slowed life down but simultaneously presented us all with a great opportunity; to explore new ways of looking at and doing things.
With restrictions in their usual activities, the duo at Art Comes First (ACF) decided to take their experiences to West Africa to learn more about the incredible craftsmanship and ingrained sustainable culture through the eyes of the locals. The journey started in the capital of Ghana, Accra, and extended to Tamale and Kumasi before going to neighboring countries such as Lomé in Togo, and finally ending in Abidjan in the Ivory Coast; all over a period of 5–6 weeks. Utilizing their Winter ’21 collection pieces, ACF created a powerful editorial photographic series to shine more light on local talents. The talents they highlight in the series are notable for their integral role in contributing to the vibrancy and success of the community. ACF focused on the often overlooked blue collar workers such as fisherman, street tailors, Okada (motorcycle taxi) and taxi drivers, the street vendors selling coconut water, and more. These beautiful people often lack recognition but in reality are a driving force in helping the economy of the country. All of the models used are real-life people and true to the profession portrayed. This project has continued to evolve and gave birth to another extension of the ACF Collective: the African Creative Factory. This new initiative, in partnership with Ivorian fine art photographer Franck Fanny and others, will help to bridge the gap between African creatives and the wider community. The ACF collections feature a show-stopping series of Avery Dennison branding solutions and will be sold exclusively at selected Nordstrom stores across USA and Canada as well as the Art Comes First website.
artcomesfirst.com
Photography by Nana Frimpong Oduro
Contact our external embellishment experts to find out more.
Crests and Badges That Weave Precision With Pride
Our custom-made embellishments stand out and stand firm. Crafted through advanced production techniques, they power through every performance. Each design tells your unique story, and stands as a symbol of your sporting glory. That’s why they’re favored by Europe’s premier football teams and athletes. From names and numbers to badges and beyond, our creative experts help bring your ideas to life. Because high-definition heat transfers and woven badges aren’t just what you display on the outside. They embody everything your team stands for on the inside.
54%
of surveyed global sports fans tend to notice shirt sponsorship during sports games and events.
36%
of surveyed global sports fans claim that if a brand or product sponsors their favorite sports league or team then they are likely to think about the brand / product more positively.
Team badges tell tactile stories. They inspire unity and help define a team’s identity. They symbolize the spirit of the players and the fans. And over time they become more than a crest or a badge; they become a sense of belonging. Our heat-applied woven patches, crests, and badges can be customized to any specifications. Using advanced technology, we supply standout effects such as metallic, 3D silicone, and reflective badges too. So wear and share your badge with pride.
Custom Made
Part Two— Connected Communities
As data becomes increasingly important for understanding the fans and customers of the future, content is emerging as a defining element of brand culture and strategy. Global consumer behavior is leading companies to move from a product-centered approach to a more service-oriented, more transparent reason for being – shifting importance onto purpose and a commitment to society. In terms of fan engagement, data-driven platforms can help brands and clubs to connect with fans in ways that bring in new sources of revenue and offer a heightened consumer experience. A number of industry moves reinforce this message. In April 2020, the NBA signed a multiyear partnership with technology giant Microsoft to create a direct-to-consumer platform that will use artificial intelligence (AI) and machine learning to localize experiences for the league’s global fan base. Reflecting the struggle to feel connected and the power of bringing people together virtually, social sporting network Strava saw a 1.9X increase in social connections in 2020, with the average athlete following almost twice as many people compared to the prior year. To bolster fan and consumer engagement in a more virtual world, brands need to visualize the future as they mean it. The future is connected communities. In their Sports Outlook 2021, Deloitte recommends that in 2021, sports organizations should consider three key strategic opportunities to boldly position themselves to thrive in the future:
Strava Year in Sport 2020
44%
of surveyed global sports fans are willing or very willing to pay to access content from their favorite sports / leagues
YouTube
Globally, the most popular social media channel to follow sports is
followed by Facebook and Instagram
2021 sports industry outlook
Leverage digital tools to drive new revenue generation models Be active in addressing race, gender, and LGBT+ inequality and injustice Explore new ways to fuel year-round fan engagement
•
As data becomes increasingly important for understanding the fans and customers of the future, content is emerging as a defining element of brand culture and strategy. Global consumer behavior is leading companies to move from a product-centered approach to a more service-oriented, more transparent reason for being – shifting importance onto purpose and a commitment to society. In terms of fan engagement, data-driven platforms can help brands and clubs to connect with fans in ways that bring in new sources of revenue and offer a heightened consumer experience. A number of industry moves reinforce this message. In April 2020, the NBA signed a multiyear partnership with technology giant Microsoft to create a direct-to-consumer platform that will use artificial intelligence (AI) and machine learning to localize experiences for the league’s global fan base. Reflecting the struggle to feel connected and the power of bringing people together virtually, social sporting network Strava saw a 1.9X increase in social connections in 2020, with the average athlete following almost twice as many people compared to the prior year. To bolster fan and consumer engagement in a more virtual world, brands need to visualize the future as they mean it. The future is connected communities.
Avery Dennison is actively involved in driving digital innovation in both product and process-driven operations in order to serve the evolving needs of consumers while advancing the circular economy and engaging customers in the life cycle of the garment. This is seen with the launch of our Digital Care Label, a QR code that brings together the physical and digital, allowing traceability across the supply chain and new digital revenue streams as this becomes a new direct-to-consumer touch-point as well as advancing the circular economy. Ambercycle is our first partner for the Digital Care Label. Ambercycle converts end-of-life textile ‘waste’ into new yarns for apparel brands and manufacturers. The QR code will be attached to cycora™, a regenerated polyester product. Consumers will be able to scan the QR code which will take them to a branded digital experience via mobile web or native app. The information will tell them how to care for their garment. By following care label instructions, people can extend the life cycle of a clothing item by 50–80% (Unique Group, 2020). The QR code will also tell consumers how to recycle their garments at the end of life, ensuring that the material continues its journey. This launch will be the first to be featured in our #caretobethechange campaign. With circularity becoming the biggest distributor to the fashion industry over the next decade, the Digital Care Label helps to bridge a more circular economy and is important for a sustainable apparel industry. The #caretobethechange campaign strives to build awareness around the importance of having a Digital Care Label attached to a garment to enable circularity. Come on our journey and join the movement of #caretobethechange to evoke change in the way consumers think about a traditional care label.
1%
of products are recycled into new garments
Less than
Ellen MacArthur Foundation, 2017
A product identification digital trigger that connects the physical and digital world
Realizing material harmony
Care labels have a big environmental impact
Recycle—Ambercycle
Today there is still a legal requirement for a garment to carry a physical care and content label that communicates product information. This product information allows consumers to understand how to wash their garments correctly and what material(s) the garment is made up of. This product information also allows recyclers/resellers to identify the material later on in the garment life cycle. Unfortunately, the label is often removed or not utilized, increasing the risk of the garment being disposed of rather than continuing its journey in the circular economy.
#caretobethechange
The Covid-19 pandemic has upended the fashion industry, changing what customers value and how they shop. In today’s post- (or managed) pandemic world, consumers place higher value on products they can confirm are authentic and brands they can trust.
With the counterfeit goods market on the rise and fakes becoming harder to spot, preserving a brand’s integrity and trustability is essential to thrive. Now, more than ever, it’s important for brands to take action against counterfeiting and invest in the right digital authentication solutions.
Check out the webinar wrap up report
Experience the AD Verify demo here
The Future of Brand Protection Starts With Connected Consumers
In part two of Avery Dennison’s three-part webinar series, “Authenticity in a Post-COVID World”, a panel of experts, including Greta Moser of Avery Dennison, Michele Casucci of Certilogo, David Franklin of CSC, and Régis Messali of UNIFAB, discussed the power of connected products and connecting with your consumers to combat counterfeiting and protect your brand. Looking at successful case studies where consumer-facing authentication technology was used, it was shown that connecting consumer data is a strategic approach to protecting your brand.
Created in partnership with Certilogo, AD Verify is a digital, consumer-enabled authentication solution embedded into the product. It allows consumers to verify the authenticity of products instantly, opening up the window to a personal brand experience while collecting insights and data that support brand protection and marketing strategies.
AD Verify Powered by Certilogo
$900bn by 2022
The total international trade in counterfeit products is expected to reach
International Chamber of Commerce
In its place, Global Fashion Agenda (GFA) launched a new concept, CFS+, a highly engaging and entertaining content platform. The core theme of Redesigning Value echoed across the two days of live sessions, digital storytelling, and powerful conversations. Attracting over 10,000 attendees to the online event, CFS+ 2020, industry thinkers and changemakers gathered virtually to discuss the big issues facing our industry and planet, and more importantly, present solutions and inspire leaders to act now. Avery Dennison was principal sponsor of the event, echoing the core theme and other topics, including circularity, waste, biodiversity, collaboration, and transparency. The recap of the event and our involvement can be found here. We are proud to announce that we are continuing our principal sponsorship of CFS+ 2021, building upon investing in circularity and the digital label now in order to make sustainability possible for the foreseeable future.
Last October, the significant challenges and uncertainty imposed by Covid-19 saw the Copenhagen Fashion Summit being revised. In its place,
Keep In Touch
globalfashionagenda.com
Event roundup: CFS+ 2020
Keep in Touch
We hope that you have enjoyed our second edition of Made to Mention for 2021. We would love for you to join the Avery Dennison community by following our social media channels above.