This spring, Gap continues to champion modern American optimism by amplifying the voices of “Generation Good” – a collective of unique individuals taking action as forces for good. Acting on the shared values of inclusion, diversity, sustainability, and community, these people are changing the paradigm, propelling a real shift in how we show up, represent, listen and learn across generations.
“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.”
Gap Teen kicks things off with youth demanding a spring awakening to meet a future of their making. Across gender equity, climate justice, racial equality, and anti-bullying platforms, this natural-born chorus of young voices raises the bar on what’s expected and what’s possible.
Gap Adult culture shapers cultivate community and create with audacity to break barriers for themselves and the generations who follow. Director and photographer Mark Seliger captured these individuals of style to the soundtrack of Michael Kiwanuka’s “You Ain’t The Problem” – a fitting anthem of realization and renewed energy Kiwanuka wrote to remind himself of self-love for progress: “I lived a dream. I hope to be. Who I believe in.” This installment of the campaign releases across national television and digitally on March 8th.
“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. In honor of Black History Month, Gap is underscoring its commitment to Black representation with The Gap Collective spring capsule, designed by Courtney Minor, Tatiana Hill, and Dwayne Dupréy, artists and allies in Gap Inc.’s African American Networking Group. This builds on Gap and Gap Inc.’s partnership with 15 Percent Pledge to drive access and opportunity for the Black and Latinx communities.
Generation Good also manifests itself as a namesake collection of Gap’s most sustainable essentials to date. Made of organic and recycled fabrications for all generations, Generation Good redefines new product icons that check all the boxes on Gap’s Good List: less waste, less water, lower emissions, better materials, and support for workers. Launching on World Water Day, March 22nd, the capsule promotes environmentally conscious product while reducing impact on the planet.