On World Mental Health Day, American Eagle Outfitters launched the AE Foundation, formalizing AE's commitment and philanthropic efforts to improve the lives of young adults and teens. "American Eagle is a leading brand for 15-25-year-olds–which means we have a unique opportunity to directly engage with millions of young adults to help them prioritize mental health and well-being," says Jennifer Foyle, President, Executive Creative Director, AE & Aerie.
Bring Change to Mind (BC2M)—the nonprofit co-founded by award-winning actress and activist Glenn Close that works to end the stigma and discrimination surrounding mental illness—will be the first recipient of an AE Foundation Signature Grant to fund its outreach and high school programs. In addition to Signature Grants, which contribute up to $100,000, the AE Foundation will allocate localized Community Grants to grassroots organizations providing access to mental health and well-being resources.
Mental Well-Being Foundations
The AE Foundation Launched on World Mental Health Day
Trend Themes
1. Corporate Social Responsibility-driven Philanthropy - Brands are leveraging their market influence to support mental health initiatives specific to their audience demographic.
2. Mental Health Grant Programs - The launch of large-scale grants aimed at mental health organizations is revolutionizing funding models in the nonprofit sector.
3. Youth-focused Mental Health Initiatives - Targeted mental well-being programs for young adults are becoming a priority for companies with significant youth followings.
Industry Implications
1. Fashion Retail - Retailers are integrating mental health activism into their corporate identity, using their platforms to promote well-being.
2. Nonprofit Sector - Nonprofit organizations are benefitting from newfound corporate partnerships that bring significant funding and visibility to mental health causes.
3. Youth Engagement - Businesses focusing on the 15-25 age group are creating specialized mental health programs tailored to the unique needs of this demographic.