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Brief Published: 11 Dec 2015

Bombas x Gap: Conscious Consumerism at Christmas

Good Deed Machine, Gap x Bombas

Celebrating Christmas 2015 with a philanthropic slant, US fashion retailer Gap has partnered with American sock brand Bombas – a 'conscious consumerism' brand that donates a pair of socks to those in need for every pair purchased. According to the brand, socks are the most requested clothing item at homeless shelters.

A limited edition collection of Bombas socks has been created for Gap in holiday colours, introducing shoppers to Bombas's one-for-one donation policy. Running alongside the hashtag #socksforall, Gap has committed to donating one million pairs of socks.

Additionally, a 10 ft tall Good Deed Machine created by New York art studio Red Paper Heart was installed in the windows of Gap's Fifth Avenue flagship, encouraging passers-by to "do something good today". Consumers who placed their hand on one of the window touchscreens received suggestions such as "pay for someone's coffee in line behind you", "say thank you to someone who served in the US forces" or "make the person next to you laugh".

Tasks could be submitted by the public on Bombas's e-commerce site, accompanied by their names and hometowns, for display in the window. Around 5,000 suggestions were gathered, and more than 10,000 consumers interacted with the machine during its two-week run in late November and early December 2015.

With 93% of global consumers wanting to see more of the brands they use supporting worthy issues (Futerra, 2015), such initiatives are reaping major rewards. For more on festive brand philanthropy, see our Holiday Pop-Ups 2015 report.

See also Digital Christmas 2015, JellyChip: Social Network for Good, Brands That Do Good, Eco-Ethical Sustainable, IRDC: Ethics & Local-Centricity and Consumer Loyalty: Rethinking the Rewards System. Also look out for our report Retail: The Eco-Ethical Upsell, publishing January 7 2016.