It’s a pretty well known fact that your brand needs to stand for more than just your product these days. One of the best avenues to communicate your brand’s core values is through a non profit association. In planning the branding concept for my clothing line I had been struggling with which non profit organization I would like to associate. Then, the other day I came across a video on YouTube called Lift The Label. In brief summary, the video is about how the mass consumption of clothing leads to the exploitation of factory workers in countries such as Bangladesh. The point being, why do people feel the incessant need to buy so much. Maybe if people bought a little less, they could afford to buy things that have been produced ethically. I have included it here for those inclined to watch.
[youtube]http://www.youtube.com/watch?v=CSvNVsBA3vs[/youtube]
I had actually been thinking about this concept of mass consumption and spending recently as a result of the economic disaster that has unfolded over the past couple of weeks. The country if not the world has come to a tipping point. I truly believe that the spending habits of people can and will change because underneath most people are inherently good. It is just a matter of removing the blinders and educating people about more responsible ways of consuming.
I recently came across an organization called Co-op America that is very much in line with my values. Their mission is to harness economic power—the strength of consumers, investors, businesses, and the marketplace—to create a socially just and environmentally sustainable society. So, at the end of day I am able to check one more item off my to do list. Find a non-profit to reinforce brand values, check! 🙂
