On World Water Day, Italian luxury brand Gucci and Chime for Change announced its partnership with Beyoncé and UNICEF to bring clean water to the children of Burundi. This initiative supports Beyoncé’s philanthropic engagement BeyGood4Burundi, which ultimately aims to support and improve water quality for Eastern Africa.
Gucci has generously pledged $1 million for the project, which will enable the construction of 80 clean water wells in addition to the 35 already built. This project will directly affect girls and women who are required to walk for hours in order to find clean water. By building these safe water sources, women and girls can reduce the number of hours they walk to find water, and instead spend more time in school gaining an education.
The impact this project will have on the women and girls of Burundi directly supports Gucci’s partnership with Chime for Change. Specifically, their mission is to provide education, health, and justice to girls and women globally.
Gucci is at the forefront of philanthropy and uses their profit as means to pay it forward. They also engage in political issues and avoid keeping a neutral voice in regards to various world issues. Some past initiatives include:
- Partnering with UNICEF in 2005 and raising over $21 million for projects in Africa and Asia
- Partnering with Chime for Change and supporting various initiatives such as Beyoncé’s projects in Burundi, Salma Hayek Pinault’s support of Syrian refugees in 2015, and the victims of the Mexico earthquake in 2017
- Donating $500,000 to March for Our Lives in support of the anti-gun movement
It’s refreshing to see a mega-brand like Gucci using their power and money for a greater good. While all of these projects greatly support their PR, it also demonstrates what they stand for as a brand, which works towards their brand image and creates customer loyalty. Being one of the hottest luxury brands of the moment, Gucci seems to be doing everything right.
