International Women’s Day and Brand Activism

In honor of International Women’s Month, brands are bringing attention to female empowerment, equality, and iconic women throughout history in their own creative ways. While many fashion designers such as Tory Burch, MZ Wallace, La Ligne, and Lingua Franca are creating limited edition items to support various charitable initiatives, one CPG brand’s activist stance has caught our attention.

IWD KIND BAR Adweek
Image credit: Adweek

KIND has created a limited edition Equality bar available on the brand’s website with 100% of the proceeds going to Alice Paul Institute. This past January, Virginia was the 38th state to ratify the Equal Rights Amendment. To create momentum around the ERA, KIND is creating a more actionable, digital component to this campaign. An “Equality Bot” will send petitions to a user’s state official asking them to pass the ERA. Additionally, kiosks allowing students to digitally sign the petition will be sent to college campuses across the U.S.

Key Takeaway: KIND is not merely capitalizing on this international holiday to make a profit, donate some of the proceeds and move on. They are wholeheartedly committed to the issue and are providing consumers with actionable steps to achieve a clear end goal: ratifying the ERA in all 50 states.

To see how D/V is celebrating International Women’s Month, visit our Instagram @devitoverdi.

Blog post by Jaime Abrusci