Macy's Inc., inclusive of companies Macy’s, Bloomingdale’s and Bluemercury, is setting the stage for a remarkable new era of purpose with their new statement, "Mission Every One." This commitment to creating a brighter, more equitable future set the stage for significant changes across the enterprise, including the revitalization of their annual holiday season campaign.
With Mission Every One at its core, Macy's took a critical look at existing programs and partnerships to ensure alignment with its new purpose. This led to the conclusion of a beloved long-term cause partnership and a search for a new nonprofit partner. The search culminated in 2022 when Macy's announced Big Brothers, Big Sisters of America, a nonprofit organization dedicated to mentorship and youth development, as its new signature partner. The first year’s partnership results were astounding, with Macy’s raising $4.78 million for the nonprofit.
We invited Bobby Amirshahi, Senior Vice President and Head of Communications, and Sam Di Scipio, Senior Director of Social Impact, to walk us through how they are continuing to put Mission Every One into action to create a brighter future with bold representation for all.
Listen for insights on:
- Evaluating partnerships and programs through the lens of a new purpose
- Ending long-term partnerships in order to align with new priorities
- Identifying new partners and opportunities to align with a new purpose
- Staying true to purpose during periods of change
Resources + Links:
- (00:00) - Welcome to Purpose 360
- (00:13) - Macy's
- (02:42) - Backgrounds
- (04:58) - Construction of Team
- (05:57) - Evolving to New Retail Environment
- (07:35) - Cause and Community Engagement
- (09:05) - Mission Everyone
- (12:43) - Programs and Initiatives
- (14:33) - Feedback
- (16:22) - Believe
- (20:39) - Finding New Partner
- (25:24) - The New Partner
- (26:48) - BBBS Stories
- (29:00) - This Season's Plans
- (30:28) - KPIs
- (32:23) - SPUR Pathways
- (33:59) - How It Feels
- (35:55) - Last Words
- (37:27) - Wrap Up