Digital Marketing or Social Commentary

 Gap social media presence has recently taken a turn - it's Twitter, Facebook, and Instagram has focused on feminism, equal pay and progressive values rather than showing Gap products. The Digital Communications and Marketing Directory at Gap Inc.’s commented in a blog post "the workforce at Gap Inc. is 73% women — and a place where both genders earn equal pay for equal work. At Gap Inc., employees are paid for the work they do, not who they are."  In an environment where social media can have a huge impact on brand name and attracting customers, I find it interesting that Gap is choosing to establish itself as a more morally conscious company ahead of showcasing their products.

This is an interesting spin on marketing, especially for a clothing company, and I am wondering about the underlying reasons for taking this stance.  Of course, I think it is wonderful that a company is trying to advocate for women, but I wonder if they have found the Gap customer are primarily women concerned about other women in the workforce - and part of the appeal may be supporting a company that has taken such a stance.  They may also just be raising awareness of the company culture in general - as I remember the RED campaign a few years ago - where Gap aims to be more than just a clothing company. 

I think this effort lends itself to being an authentic campaign - and one that customers will react to - perhaps not by buying more, but at least feeling more positively about Gap in general. Either way, I commend Gap for at least taking a stand and trying to make a difference in the working world, and think as long as they still showcase their products from time to time, it is still a worthwhile effort to stand behind a cause in terms of attracting or retaining customers.  

Source: Gap's Social Presence - Talking About Equality