Marketing & Communications Collaboration & Co-Creation

Global Citizen, Authentic Team Up to Rally Consumers to Help #EndExtremePovertyNOW

The strategic initiative will include impact-focused brand activations and products to engage consumers in Global Citizen’s mission to end extreme poverty.

Published 2 years ago | About a 3 minute read

Image: Global Citizen

Global Citizen, the world’s largest international advocacy organization, and Authentic Brands Group — a global brand development, marketing and entertainment platform — have launched a new cross-brand, multi-year alliance; marking a first-of-its-kind partnership for both companies.

Through the four-year partnership, Authentic and Global Citizen aim to leverage and build upon each company’s respective expertise in the fashion, retail and social impact spaces to create new opportunities for consumers to activate their purchasing power to drive meaningful change toward some of the most urgent issues facing humanity and our planet. Plans include the creation of an exclusive brand mark for consumer products, marketing activations, donation programs and more that directly support Global Citizen’s mission to #EndExtremePovertyNOW.

“Solving the most pressing challenges facing our world today requires a movement of citizens around the world who are committed to taking action in their daily lives,” said Hugh Evans, co-founder and CEO of Global Citizen. “Through our partnership with Authentic, and some of the world’s most iconic brands under its umbrella, we are excited about the new opportunities we will create for consumers, wherever they are — to join our mission, take action, and help defeat poverty and defend the planet.”

With these impact-focused brand activations, Global Citizen will join a surge of purpose-driven organizations including Fairtrade, brands such as Tony’s Chocolonely and impact-focused shopping platforms such as Karma Wallet that are engaging consumers not only on urgent issues such as poverty and inequality, but on their own power to help drive change — by directing their dollars toward values-aligned brands and initiatives that are improving conditions on the ground for underserved communities around the world.

Powered by a worldwide community of everyday activists raising their voices and taking action, the Global Citizen movement is amplified by campaigns and events that convene leaders in music, entertainment, public policy, media, philanthropy and the corporate sector. Over the past 10 years — through creative campaigns, live events and innovative partnerships — $41 billion in commitments announced on Global Citizen platforms have been deployed, impacting more than 1.15 billion lives.

For its part, Authentic will leverage its massive brand portfolio — which generates approximately $25 billion in global annual retail sales — and its expansive retail footprint in more than 150 countries to galvanize audiences to join Global Citizen’s missions to defeat poverty, defend the planet and demand equity. Key brands within Authentic’s portfolio — including Reebok, Nautica and Eddie Bauer — plan to participate in co-branded programs that drive action and encourage consumers to join Global Citizen’s movement, beginning in late 2023.

“We are honored to build upon our commitment to ESG with an organization as established and trusted as Global Citizen,” said Authentic founder, chairman and CEO Jamie Salter. “Authentic and Global Citizen share a focus on issues including social justice and sustainability. We are committed to galvanizing our brand communities to take action through meaningful programs that drive positive impact.”