This spring, Gap launched the Generation Good campaign. Acting on the shared values of inclusion, diversity, sustainability and community, the individuals featured in the campaign are changing the paradigm, propelling a real shift in how we show up, represent, listen and learn across generations, Gap said.
“Gap was founded with the mission to do more than sell clothes,” said Mary Alderete, global head of Gap marketing. “Generation Good reflects this ideal that we can all be our true selves and move things forward by being a force for good. It takes a collective to change the world, and that’s exactly what Generation Good is up to.”
Director and photographer Mark Seliger captured these individual to the soundtrack of Michael Kiwanuka’s “You Ain’t the Problem.” This installment of the campaign releases across national television and digitally on March 8.
“Gap is committed to positive change,” said Aurora James, creative director and founder of Brother Vellies and founder of the 15 Percent Pledge. “As we announced earlier this month, Gap and Gap Inc. will accelerate their representation commitments by taking the Pledge and becoming an advocacy partner, aligning with the Pledge’s mission of creating a more equitable industry. Gap is being the change for good, and I’m proud to play a part.”
Gap Inc. is making a $200,000 donation to 15 Percent Pledge and increasing its pipeline programs by 15 percent, starting with early empowerment programs including internship, externship, apprenticeship and training.