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SMILEY BECOMES THE FIRST BRAND EXTENSTION PLATFORM TO PROMOTE SUSTAINABILITY

26 Oct - 2021

Tags from the story: “FUTURE POSITIVE”, Smiley.

2023 “FUTURE POSITIVE” campaign part of the business’s long-term strategy putting the planet for a sustainable future

SMILEY announces 2023 “FUTURE POSITIVE” campaign part of the business’s long-term strategy putting the planet and its inhabitants at the forefront for a sustainable future. The licensing giant leads by example by driving change in the industry.

The Fashion industry is responsible for 10% of the annual global carbon emissions. People, and in particular Millennials and Gen-Z are more than ever concerned about the planet wellbeing. As a result, studies have unveiled an increase of 20% of Google search which proves the overall growing interest. For 33% of the consumers, brands are responsible for the environment.

To tackle that global issue, Smiley will become an active ambassador for change through its Future Positive campaign. \\ The Future Positive campaign will bring together the most future-thinking brands to curate a range of limited-edition sustainable lifestyle products, infused with brandexperience and charitable giving opportunities.

By collaborating with and highlighting products with sustainability at its core, Smiley paves the way in the industry. Its packaging, POS and brand assets will also be made from sustainable sources and 1% of the profits generated by Future Positive products to 1% for the planet initiative.

Smiley’s 5 years plan includes the increase of 25% sustainable products with Future Positive branding and aims at +100% sustainably committed lifestyle brands across collaborations and licensing deals.

The Future Positive campaigns builds on the structure and processes Smiley has put in place to launch its 50th anniversary project in 16 countries over the world, 92 department stores and retail chains with 66 global brands.

Smiley’s non-profit, Smiley Movement will be a part of the overarching business planning by supporting change-makers protecting the planet. By connecting, Smiley’s brandpartners to its network of Charities and social enterprises, Smiley Movement adds purpose to Smiley partnerships, creating meaningful engagements with consumers and building a social legacy. Smiley Movement will actively promote Future Positive campaign through its platforms: Smiley News, Smiley Talks and its podcast Defiant Optimism.


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