Small steps, big change
“How can we serve a more sustainable future?”
That’s the question guiding a cross-functional collaboration I initiated to reinvent our shopping bag program. The solution was a more sustainable, cost-effective system, and a refreshed brand identity. We reduced single-use poly bags by 12%, increased recycled content, and saved $1.4M. At launch Macy’s became the world’s largest user of ocean-bound plastics, supporting economies of global seaside communities and protecting oceans worldwide.
Palette inspiration: bronze details on the 34th Street flagship store
Natural wood fixtures in small format stores
Supergraphics in the San Francisco tech office
Substrate considerations led us to rethink the brand palette. Reflecting the brand’s warm and inclusive tone, the physical expression in stores, and a series of vintage bags found online, we expanded the palette to include warm, rich colors. This made unbleached kraft paper a natural choice for the shopping bag.
Part of the paper inventory was replaced with a reusable bag made of “ocean-bound” plastics collected seaside before salt water has a chance to diminish their suitability for recycling.
