Macy's to invest $5B in social responsibility efforts - Kaarin Vembar (2022) - How can the brand promote its conversion to eco-responsibility?

Extract

[...] Greenwashing is the process of conveying a false impression or providing misleading information about how a company's products are more environmentally sound. Indeed, greenwashing is an extremely common drift of green marketing, the problem is that it can quickly turn into bad buzz marketing and thus ruin the brand image with consumers. To conclude, the consequent investment of Macy's in an eco-responsible effort can turn out to be a good marketing strategy to obtain the confidence of its consumers and to recruit new ones interested in a mode of consumption more responsible for the environment. [...]

[...] How can it promote this conversion to eco-responsibility? "Green Marketing," a Promotion Tool By investing such an amount, Macy's uses "green marketing" to promote itself. Green marketing consists in using an ecological approach to improve its brand image, more concretely, to put forward an ecological positioning. Green marketing is therefore a real selling point. Many market studies have proven that companies that practice green marketing sell better. It is therefore wise for Macy's to turn to an eco-responsible approach in this period where consumers are increasingly aware of the cause. [...]

[...] Indeed, communication is the crucial step because it will allow us to show it to the consumers, to develop a new brand image and a green positioning. In this article, it doesn't say how Macy's plans to do this, so I will give my recommendations. Marketing Recommendations At first, logically, the marketing campaign will be executed in a responsible and environmentally friendly way. The print budget will be reduced (leaflets, brochures, business cards . ) and the use of digital channels will be privileged (social networks, blog, newsletters . [...]

[...] Macy's to invest $5B in social responsibility efforts - Kaarin Vembar (2022) - How can the brand promote its conversion to eco-responsibility? This article was published on March on Retail Dive and written by Kaarin Vembar. It talks about the willingness of the clothing and cosmetics chain Macy's to invest in social responsibility. Indeed, the textile sector is at the top of the list of the most polluting industries in the world, the big fast fashion brands like Macy's change their collection in store every two weeks, thus creating an overproduction that impacts the planet and its resources. [...]

[...] With this strategy, Macy's can satisfy and increase the loyalty of its customer base, but also recruit new consumers who are looking for these environmental criteria. Households with higher incomes are more likely to be or become eco-responsible consumers and thus pay for environmentally friendly products and services. With its new strategy, Macy's may be able to readjust its positioning and pricing. To finalize the implementation of a responsible marketing policy, it is necessary to plan the communication and promotion of it. [...]