1 June, 2022
Luxury diapers may not seem out of place on the @Goop site, but theses virgin alpaca wool and gemstone-encrusted diapers were launched to make shoppers do a double-take. “The Diapér” is retailing for a whopping US$120, which happens to be what the average American is spending on diaper tax yearly. Diapers aren’t seen as an essential item in 33 US states, and are thus taxed at the same rate as other luxury goods. This drives up their prices, making them unaffordable for many low-income families.
@Goop’s launch aims to generate awareness of this pressing issue by teaming up with Baby2Baby, a nonprofit organization that provides key items like diapers to families that can’t otherwise afford them. Baby2baby saw a whopping 505% due to national shortages during the pandemic, resulting in the NGO needing to manufacture its own diapers to help their communities.
|Signal title||Generation||Channel||Region||Issue||Time Horizon||Sector|
|Millennials, Gen Z, Gen X||Activation / Experience||USA||Equality||Now||Fashion, Education|