The revolution will be on-brand, it seems. In addition to the academic and nonprofit partners of the March for Science, the event has recently been backed by a number of companies eager to align with its pro-environment, pro-science message. These partners — including biotech companies, a salon chain, and a local soap producer — are providing fundraising help and brand endorsement for the event, which in its meteoric rise has struggled with internal divisions and a series of public gaffes.
One of the biggest brands to embrace the April 22 event is salon and hair products company Aveda. The company, a subsidiary of cosmetics giant Estée Lauder, is not a formal partner but “have independently been vocal supporters of the March,” according to Julia MacFall, the fundraising coordinator for the March for Science. A recent post on the company’s blog included a quote from a march co-chair and encouraged its customers to donate to the event — either directly, or by using their Aveda loyalty points.