A Victory for people power.
Only three days ago, Collective Shout started a campaign against the latest bra product for girls aged 6. ‘More Bonds Bras for little girls’ can be read here
This sparked three days of activism from our members and media engagement including this News Ltd piece. Adolescent psychologist Michael Carr-Gregg and Julie Gale from Kids Free 2B Kids also added their voices to the campaign.
And so did Trinny and Susanna who labelled the bras child abuse.
Yesterday Bonds announced it was withdrawing this product and all bras and bra-related products for girls under 10.
Collective Shout is delighted with this outcome.
This is the media release from Bonds this afternoon in response to our campaign:
Media Statement
Wednesday 29 September 2010
BONDS WITHDRAWS GIRLS BRALETTE PRODUCT
Bonds has decided to withdraw all bra like products in girls sizes 6 and 8 from the market effective immediately.
Bonds takes its brand and product range extremely seriously, and is particularly conscious of the sensitivities of developing and marketing products for children.
The decision to remove these products from shelves has been made following recent consumer feedback regarding the “girls wideband bralette” product.
The rationale behind offering the range was to meet a consumer need of modesty, coverage and confidence.
In response of market sensitivities, we have instructed our retail partners to commence removal of these products from their shelves.
In light of this issue, Bonds has reinforced its children’s sizing policy for underwear, and will not be offering any children’s bralette or bra related product below a size 10.
Well done Bonds for making this decision! And Well done to all who made their voices heard on this issue.
4 Responses
Great work Melinda! And good on Bonds for being big enough to change its mind
Excellent outcome! Thank you so much for the work you do Melinda. More people need to speak up on issues…
Also, I have far more respect for a company that listens to others and decides to change rather than those that stubbornly go ahead as planned. Far more likely to support companies like this.
Wow….that is fantastic. Well done to all concerned and good to see Bonds has taken action. It’s good to see that sometimes our voices are heard.
Interesting that they justified their original marketing decision as answering a “consumer need of modesty, coverage and confidence”. I agree that sometimes such a need exists, but Bonds already market crop tops and singlets that provide an adequate solution.
Great work all!