Brand Purpose Goes Into Hibernation

Most people want to support companies striving to make the world a better place—but maybe just not right now

Achieving ‘Mainstream Green’ is key to a more sustainable economy. Read the new report on the CMO Sustainability Accelerator hub to learn more and take action.

Nearly a year ago, Old Navy began doing something Sonia Syngal, CEO of parent company Gap, Inc., claimed no other major clothing retailer was doing.

That something was an inclusive program called Bodequality, which offered all women’s styles in every size. Whether a customer bought a size zero or 30, the price tag was the same online and in-store.

“This is the largest integrated launch in the brand’s history and an important growth driver for the business for years to come,” Syngal told analysts during an earnings call in August 2021.

It didn’t work.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in