Marks & Spencer: Turning the UK into a nation of shwoppers

This case study describes how Marks & Spencer turned the UK into a nation of "shwoppers" (a mix of shopping and swapping) through its Shwopping clothing waste initiative.

Marks & Spencer: Turning the UK into a nation of shwoppers

Unity

What were the objectives for the creative work?

Shwopping is an antidote to throwaway culture. It aims to put a new value on old clothes by giving them a future. The 'consumer ask' is simple: donate unwanted clothing (even if not from M&S) every time you buy something new. Through Oxfam, each shwopped item goes on to have a new life - being resold, reused or recycled – ensuring nothing goes to waste.

The initiative is part of M&S's CSR platform Plan A.

The agency was issued with...

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