Years & Years’ Olly Alexander (centre) and the Absolut Choir

Sustaining Humanity

08 December, 2022

Prioritising diversity

Another brand which is prioritising diversity is Absolut. The Swedish vodka has been a longstanding supporter of the LGBT+ movement and its latest activation involves Olly Alexander, lead singer of Years & Years. The collaboration has seen the creation of Absolut Choir, a group of people from diverse backgrounds re-recording Years & Years hit Shine to raise awareness of their respected identities.

“When Absolut came to me with this project I instantly had so many ideas, from working with the TCC and Trans Voices to re-recording Shine, I wanted The Absolut Choir to be entirely inclusive,” says Alexander. “I have worked in this industry for a while and can genuinely say this has been one of the most diverse productions I have ever been involved in, from the crew to the people both in front of and behind the camera, it’s good to feel like things are changing. I’m so lucky to have a platform for my voice and I want to use it to put the spotlight on people and things that need to be heard. We are literally here to amplify people’s voices and I can’t wait to see what else is to come from these incredible people.”

Better body representation in fashion and the media, policy change for trans rights, and an end to marginalisation of disabled people and queer joy are all changes that The Absolut Choir wants to see. The brand is also offering its media spend (bad news for us) and social platforms to the people in The Absolut Choir and their causes to spread the awareness.

Diversity isn’t likely to be top of people’s minds when they think about sustainability, however it’s an important part of society which helps us see things in a balanced light. Without diversity nothing on a social level will change and, while it’s crucial we challenge fossil fuel usage, drinks brands can make a significant and direct change to people’s lives, which will help our industry grow in the long term. This isn’t a plea for brands to stop planting trees and cutting emissions in lieu of diversity programmes, it’s a plea to do both.

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