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Following the avalanche of big names putting their money to the test of social issues – and avoiding their wholly American lens – Levi Strauss & Co. announced a $ 1 million campaign to fight against violence America's army.
Tuesday, the denim giant unveiled the details of their new initiative in a Fortune op-ed written by Levi's CEO, Chip Bergh.
"As President and CEO of a values-driven company, known around the world as a pioneer of the American West and one of the great symbols of American freedom, I take the issue of important issues of our time very seriously, "wrote Bergh. "We can not tackle all the problems, but as powerful business leaders in the public and political spheres, we simply can not be silent when it comes to issues that threaten the fabric. even communities where we live and work – taking a stand can be unpopular for some, doing nothing is no longer an option. "
The three-level campaign runs as follows: First, Levi's allocated over a million dollars to the Safer Tomorrow Fund, which over the next four years will provide grants to support organizations' work to end to armed violence in America. "
Secondly, in the hope of encouraging the gun control movement in the business world, Levi's formed a "coalition of business leaders" called Everytown Business Leaders for Gun Safety, in partnership with Everytown for Gun Safety and leaders like Michael. Bloomberg, "who believes that this trade has a crucial role to play and a moral obligation to do something against the epidemic of gun violence in this country".
Finally, turning to their own business practices, Levi's doubled his "usual employee gift to organizations aligned with Safer Tomorrow Fund" and offers 60 hours a year of volunteer work to employees, broadening their definition of volunteering to work. political activism. .
In response to a question about what a denim business is doing, debating the gun control debate, Bergh argues that companies have a role to play in politics: "You may be wondering why a company that does not manufacture or sell in this issue, but for us, it's simple.The Americans should not have to live in fear of gun violence.It is a problem that concerns us all – all generations and all walks of life. "
The CEO has already drafted an open letter in 2016 on Levi's weapons policy, asking that gun owners do not carry guns in stores or facilities (even in countries with open portage). In this week's article, Bergh recounts the threats to his life and his business after the letter.
Levi's has already received criticism from the NRA, who tweeted his response this morning, accusing Levi of continuing "Everytown's mission … to destroy 2A and disarm law-abiding citizens."
Regardless of your position on corporate activism, Levi's – which, as Bergh says, is a company known to be one of the pioneers of the American West and one of the great symbols of American freedom . significant conservative customer base.
The brand's willingness to take away paying customers and a relatively comprehensive approach to the problem (starting with the inside of the company) strongly plead for the integrity of the commitment. of the mark in the problem. These clues are important because consumers are trying to navigate the dividing line between performative, ultimately bottom-line marketing and a real commitment to change.
Image via BFA
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