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M&S brings back its ‘Look Behind the Label’ sustainability campaign


By Hannah Bowler | Senior Reporter

September 30, 2021 | 3 min read

Marks & Spencer has revived its 2006 ‘Look Behind the Label’ campaign as part of its latest sustainability push.

M&S revives Look Behind the Label campaign as part of its Plan A strategy

M&S has revived the ‘Look Behind the Label’ campaign as part of its Plan A strategy

The campaign, which initially pushed hard-hitting messaging about the environmental impact of consumer products, will now focus on the supply process behind five everyday M&S products.

A Look Behind the Label hub has been set up where the retailer will share product origins and tips for customers to reduce their carbon footprint.

A new logo has also been designed to run across its social channels to encourage customers to visit the hub.

The campaign revamp toward positive messaging was informed by consumer research that said customers feel climate action is overwhelming.

The return to Look Behind the Label feeds into M&S’s Plan A revitalization plans committing the retailer to reach net zero by 2040.

Plan A was initially launched in 2007 and resulted in M&S achieving carbon neutral status in 2012. M&S said the scale of the climate challenge is bigger and more urgent 14 years on, requiring the retailer to go further.

In a letter to M&S’s 7,000 suppliers, its chief executive officer Steve Rowe said: “We now face a climate emergency, and in resetting Plan A with a singular focus we can drive the delivery of net zero across our entire end-to-end supply chain.

“This won’t be easy. We need to transform how we make, move and sell our products to customers and fundamentally change the future shape of our business.”

Its other Plan A commitments include zero deforestation in palm oil and soy by 2025, sourcing more sustainable fibers by 2025, and supporting farmers in lower carbon farming methods and regenerative agriculture.

M&S is being led by its latest M&S Family Matters report, which showed 64% of its 5,000 respondents named climate change as a top concern and was the fastest-growing family topic, increasing by 7% on the previous quarter.

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