Asking the question
What decisions move us toward a more sustainable future?
That’s what we asked when it was time to reorder Macy’s shopping bags. It inspired others across the organization, too, who could also see the window of opportunity to make an impact. Together we explored materials and a series of complex dependencies from state regulations to stock on hand, convincing the leadership team of our plan’s merits. We reduced single-use poly bags by 12%, increased recycled content, and netted savings of $1.4M. Simple question, big change.
The white bag was classic Macy’s, but we couldn’t accept the environmental downsides of the white paper. Instead, we took inspiration from the tones in Macy’s iconic architecture and added warmer colors to the secondary palette. This made unbleached kraft paper a natural choice, uniting past and future purpose in a signature element of the brand.
Through an exciting collaboration with the nonprofit OceanCycle, we reduced inventory even further by offering a reusable tote made of ocean-bound plastics. (Meaning they’re collected seaside before salt water has a chance to diminish their suitability for recycling.) With this, Macy’s was on a path to become the world’s largest user of ocean-bound plastics, supporting economies of global seaside communities and protecting oceans worldwide. While it didn’t reach that scale due to the pandemic shutdown, the totes were ready at registers when stores reopened, giving customers a more sustainable choice.
Contribution
Asked the question. Led cross-functional team, creative strategy, development and execution.