Magazine article Marketing

M&S Spending Cuts Put Brakes on 'Plan A' Push

Magazine article Marketing

M&S Spending Cuts Put Brakes on 'Plan A' Push

Article excerpt

Marks & Spencer has given the first clear signal that the economic turndown is having an impact on the 'green' agenda by dramatically slashing spending on the promotion of its 'Plan A' environmental programme.

Year-on-year, media spend on Plan A has declined by more than 60%, with pounds 930,000 spent on the strategy this year. In 2007, it spent pounds 2.5m, according to Billetts Media Monitoring.

'The economic downturn will alter consumer behaviour (in the short term),' said Richard Hemming, head of insight at research company Ebiquity. 'Advertisers will have to demonstrate commitment to their green initiatives if they are to avoid future cynicism.'

A Carbon Trust spokeswoman said: 'M&S has told us that it is not focused on Plan A in the current climate and is instead focusing on price.' She added that the Trust believed the shift was a short-term reaction.

A spokesman for Marks & Spencer said: 'We remain committed to Plan A. …

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