M&S gets competitive on Transparency

With the launch of M&S's 'Look behind the Label' campaign, we are going to see increased competition among the supermark...

February 10, 2006

With the launch of M&S’s ‘Look behind the Label’ campaign, we are going to see increased competition among the supermarkets to open up the can of worms that is global supply-chains…

Fairtrade jumpers is a lovely thought…and a good marketing ploy…

The decision to ban Indian leather on welfare grounds is equally smart…

But what about Chinese leather? What about the environmental impact of unregulated dying factories? What about biodiversity impacts? What about carbon emissions?

A single-brand approach (organic/fairtrade/GM-free/low salt) is fine…but as the number and scope of these ‘single issue’ brands proliferates, so consumers will start to ask deeper questions of value-chain accountability. Ultimately, it’s ethical transparency of the underlying data that matters – not the brands on the surface…

M&S deserves respect for opening the can of worms, but it does not remotely compare to what ROMP has done, by adopting MyString right through the value-chain…

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