for what it’s worth

stories and stimulus from a consumer insight consultant


M&SLeading UK retailer Marks & Spencer has teamed up with Oxfam to incentivize charitable donations. The ‘M&S and Oxfam Clothes Exchange’ aims to get everyone recycling their old clothes by offering a £5 M&S voucher in return for donating a bag of unwanted clothes to one of the charity’s stores that includes at least one item of M&S clothing (they will accept anything except underwear). A six month trial will run from January 28 in 790 branches of Oxfam across the UK and Republic of Ireland, with vouchers received valid for a month, in the hope that free money will encourage more recycling and reusing.

According to the press release:

The Exchange is designed to both raise money for Oxfam’s work to tackle poverty and injustice and to reduce the one million tonnes of clothing sent by the public to landfill in the UK each year. The announcement marks the first anniversary of Plan A, M&S’ ‘eco-plan’.

Stuart Rose, Chief Executive of M&S described it as ‘a triple win – it’s good for customers, good for people in developing countries and good for the environment’, although M&S may find it’s not so good for their profits. Which makes it a campaign to be applauded: with pretty much every wardrobe in the UK containing at least one piece of M&S clothing, and no restrictions on the age or state of the donation nor the amount of times a person donates, Oxfam may find itself giving out quite a lot of vouchers!


Marks & Spencer Plan A

Filed under: clever promotion, good,

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