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.
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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.”
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Sustainable Brands Staff
Published Feb 6, 2023 1pm EST / 10am PST / 6pm GMT / 7pm CET