Our commitment


Thirty years ago, we launched our The Best A Man Can Get tagline.

Since then, it has been an aspirational statement, reflecting standards that many men strive to achieve.

But turn on the news today and it’s easy to believe that men are not at their best. Many find themselves at a crossroads, caught between the past and a new era of masculinity. While it is clear that changes are needed, where and how we can start to effect that change is less obvious for many. And when the changes needed seem so monumental, it can feel daunting to begin. So, let’s do it together.

It’s time we acknowledge that brands, like ours, play a role in influencing culture. And as a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man. With that in mind, we have spent the last few months taking a hard look at our past and coming communication and reflecting on the types of men and behaviors we want to celebrate. We’re inviting all men along this journey with us – to strive to be better, to make us better, and to help each other be better.

From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette. In the ads we run, the images we publish to social media, the words we choose, and so much more.

As part of The Best Men Can Be campaign, Gillette is committing to donate $1 million per year for the next three years to non-profit organizations executing programs in the United States designed to inspire, educate and help men of all ages achieve their personal “best” and become role models for the next generation.

Our tagline needs to continue to inspire us all to be better every day, and to help create a new standard for boys to admire and for men to achieve… Because the boys of today are the men of tomorrow.

We’ve all got work to do. And it starts today.

Gillette. The Best A Man Can Get.

Gillette is committed to driving change that matters, starting with our own actions and expanding out to programs that support men taking positive action everywhere. To make our vision of The Best Men Can Be a reality, we will be distributing $1 Million per year for the next three years to non-profit organizations executing the most interesting and impactful programs designed to help men of all ages achieve their personal best.

We welcome applications from qualified nonprofits focused on making a positive difference in the lives of men today and the future generation of men. This includes: fostering respect and inclusion, youth development, encouraging healthy behaviors, building strong leaders, promoting positive role models, and more.

To be eligible, organizations must be:

  • A nonprofit with 501(c)(3) status
  • Executing programs in the United States

Applications will be accepted on a rolling basis beginning in January 2019.


In January 2019, Gillette committed to take action and support organizations that are helping boys and men on the journey to being their personal best. Our first partner in this commitment is Boys & Girls Clubs of America. Together, we’re undertaking a year-long research study to better understand the best ways to support the social and emotional development of the nearly 1.1 million young men at Boys & Girls Clubs. Based on the learning, Gillette’s continued support will enable the creation of four new social and emotional development resources that will be available to the more than 4,600 Clubs to engage male youth in discussions and activities to reinforce positive behavior. In addition, Gillette will be providing donations to at least 20 Clubs, which will be used for programming focused on positive social and emotional development.