The task is clear: to create a culture of caretaking in which no one and nowhere is thrown away, in which the inherent value of people and all life is foundational.
I see The Gap ads as being a great example of how branding has changed. Those Gap campaigns are pop culture. They've been incredibly powerful. They have had the kind of effect on culture that a hit band has. Just look at The Gap's Khaki swing ads, which were music videos. They had this tremendous impact on the industry - suddenly everything started looking like Gap ads and it became difficult to know who was co-opting whom and who was creating culture.
Despite different cultures, middle-class youth all over the world seem to live their lives as if in a parallel universe. They get up in the morning, put on their Levi's and Nikes, grab their caps and backpacks, and Sony personal CD players and head for school.
Ads and logos are our shared global culture and language, and people are insisting on the right to use that language, to reformulate it in the way that artists and writers always do with cultural material,.
My favorite sign here says, "I care about you." In a culture that trains people to avoid each other's gaze, to say, "Let them die," that is a deeply radical statement.
We live in this culture of endless extraction and disposal: extraction from the earth, extraction from people's bodies, from communities, as if there's no limit, as if there's no consequence to how we're taking and disposing, and as if it can go on endlessly. We are reaching the breaking point on multiple levels. Communities are breaking, the planet is breaking, people's bodies are breaking. We are taking too much.
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