Gildan says it will be creating an anthem film and documentary series as part of a new marketing and communications campaign that aims to share compelling stories and accomplishments from the Top 40 promotional products supplier’s Next Generation environmental, social and governance (ESG) plan.

In January 2022, the Montreal-headquartered leading global manufacturer of apparel basics debuted its Next Generation ESG, which guides sustainability and corporate social responsibility initiatives over the next eight years.

Now, the company has announced the launch of “Gildan Respects,” a creative campaign that unites all ESG-related communications and marketing. In addition to the film and series, Gildan plans to activate the campaign through social media marketing, display advertising and what the firm described as a renewed digital experience on its websites and social platforms.

The goal, according to the supplier, is to bring Gildan’s “strong ESG approach to life by surfacing stories behind the company’s ESG initiatives and progress.”

“As an ethical and sustainable apparel manufacturing company, respect has been at the foundation of our ESG success for the last 20 years,” said Chuck Ward, president of marketing, sales and distribution at Gildan. “That is why it seemed natural to make respect the central theme of our new ESG communications and marketing efforts.”

Gildan’s campaign comes as companies in the promo products industry and beyond increasingly step up efforts to operate more sustainability and with greater social responsibility. Consumers are increasingly interested in (and influenced by) companies’ ESG efforts, so not only sincerely engaging in such initiatives, but also communicating about them is important, proponents say.

“Our journey has been one of growth, and the central focus on respect is a testament to our continued commitment to elevating our story in a thoughtful and authentic manner,” said Ward. “We have come a long way, and we intend to go even further with Gildan Respects.”

Based on estimated 2020 North American promotional product revenue of $413.1 million, Gildan ranked sixth on Counselor’s most recent list of the largest suppliers in the industry.

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