Celebrities have two way of collaborating with that project. The first one is donating part of their endorsments earnings, as we depict in our 10/90 program. The other option is to endorse fair brands that respect Human Rights. Ethical brands with clear values about the need of re-shaping the garment industry. Local brands, small business, fair-trade projects…We call for Ethical Endorsements who have to be made in the vast majority of cases for free. Yes, for free.
We apply the same reasoning made to request celebrities the money they earn from sportswear and fashion brands. But in this case, they can break their links to unethical brands, and to chose to be the ambassadors of other brands who need the support of well-known stars to make more people be aware of their positioning. By contributing to make ethical and fair brands to grow, celebrities are contributing to increase the wealth of workers who make those clothes.
Ethical endorsements are easy to implement, following the next steps:
1. Break up with the brands who are not committed to fair trade, living wages and sustainability
2. Announce you are available to start a partnership with an ethical brand. We may help you if you tell us you are prone to do it.
3. You may offer your image to an ethical brand, the brand you think better represents your values (you may consult some of them here). Ethical brands may also search for a partnership with a celebrity that better fits with their image and positioning. This is an ongoing process of quest and negotiation, similar to the process achieved in the non-fair cases. Issues as sector exclusivity and other marketing nuances are also allowed.
4. Sign a contract to be the ambassador/spokesperson of the ethical brand. In order to considerer divergences in revenues and profits, and to offer the possibility of price discrimination, we propose to establish payments using the next criteria:
– Brands with net income higher than $3 millions would pay up to 1% of their net income (up to $30000 per year)
– Brands with net income lower than $3 millions would not pay anything, i.e. free endorsements
The criteria employed to propose these values are the following: Fair Trade is up to 1% of the total market in some products. Giants corporations of the garment industry such as Nike and Inditex had a net income in 2016 of $3760 millions and €3200 millions. Therefore, we propose to put a threshold of about 1% of the net income of such brands: $3 millions. In addition, biggest contracts in the sportswear industry use not to be higher than the 1% of the net income of the brand. For example, Kevin Durant, has one of the major endorsement contract in the world, gaining about $30 millions per year from Nike, which is a little bit below the 1% of its 2016 net income.
Note how our proposal change completely the dynamic of the celebrity endorsement scenario. As we defend in Stars for Workers, celebrities have to take a step forward to reward brands working in the right direction. By doing that, celebrities will improve the life of millions of workers and their families. By helping to grow ethical brands, celebrities will help to reduce workers’ exploitation and negative environmental outcomes.