Macy’s Adopts Returning Soldiers as Cause

We’re right smack dab in the middle of events season in the sustainability and CSR sector.

A big benefit of industry conferences is that staffers at small nonprofits can gain access to senior executives who work for big corporations.

Likewise, the high-powered officers who attend events like this week’s Sustainable Brands conference in San Diego, and Cause Marketing Forum last week, love leaving the office to get inspired by peers and hear about innovative ideas.

With more than 800 stores in 45 states, Macy’s is one of the nation’s premier retailers for fashion and affordable luxury. The Cincinnati-based Fortune 500 giant also has a strong cause marketing program that keeps Holly Thomas busy.

Thomas, group VP in the media relations and cause marketing team, traveled to Chicago for Cause Marketing Forum and talked about the retailer’s partnership with a nonprofit dedicated to smoothing the transition back into civilian life for U.S. military veterans.

Working with Got Your Six – a term in the military for “Got Your Back” -- Macy’s shined  a light on the issues and opportunities facing our returning military service members.

Chris Marvin, managing director of Got Your Six, said the campaign’s messaging goals are to transition the perception of veterans’ initiatives from one of pity and charity to one of leadership and empowerment. Through compelling multi-channel messages they assert that veterans are leaders, team builders and problem solvers who have the unique potential to strengthen communities across the country.

Macy’s and Got Your Six enlisted actor Harrison Ford and other Hollywood heavy hitters to tell the story through in-store campaigns to engage employees, and through consumer-facing programs.

A favorite of the Cause Marketing Forum crowd was the #AMERICANselfie campaign – where Macy’s donates $1 on behalf of any person who social shares a selfie with the special hashtag. Even Meghan Trainor and James Taylor tweeted personal photos for the cause.