Levi’s, The Official Denim Of Young Female Activists Everywhere

Shape What’s To Come, sponsored by Levi’s, is a new online community where young women share ideas and opinions and connect with peers on topics such as art, media, fashion, music and social change as well as discover and pursue their passions to help shape their futures.

“There’s a new spirit of action coming from twenty-something women. They’re changing the world with nothing but raw talent, game-changing ideas and the will to make a difference,” said Mary Alderete, Vice President of Levi’s Global Women’s Marketing.
BrandFreak’s David Kiefaber argues, “This is an impressive display of sucking up to a powerful consumer demographic, and an equally brazen, if indirect, display of the ‘buying stuff as activism’ ethic a lot of companies are using.”
Okay, and it’s also a genuine attempt to use content to connect with people around the issues that matter most to them. Does this demographic, or any demographic for that matter, just want the goods on the latest jeans? I don’t think so.

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.