M&S Gears to Grow Consumer Awareness about Its Sustainability Efforts
As part of a broader aim to better get its message across to consumers about the sustainability activity it carries out, Marks & Spencer will be sending all its marketing managers for sustainability training.
In 2016, M&S is to fully roll out a revised training programme that includes "sustainability and Green claims". The revised programme is part of the retailer's plan to make sustainability a key focus in their mainstream marketing and communications activities, as will extending their Plan A Green Strategy to 2020.
An M&S spokesperson says the retailer's agencies are already working on what that the updated Plan A Green Strategy will look like, with the first results expected this summer.
M&S Marketing Director, Patrick Bousquet-Chavanne, explained that the brand wants to communicate its sustainability activities to the public effectively by making it "relevant and inspiring".
Bousquet-Chavanne commented: "Even though we have over 34 million customers, there are many more people who we should appeal to. If the past year has been about restating our values to core customers, next year is about reactivating a love for M&S among lapsed customers and attracting new ones."