By: Mollye Rhea
Back to school (B2S) shopping season is in full swing again, with 9 out of 10 families buying clothes, shoes and school supplies this season. The fundamental trends are back as far as the strong B2S connections among kids, parents, school and retail, but there are a few twists this season. Everything is happening in a new landscape of higher consumer expectations, an uncertain economic outlook and continued supply chain challenges.
Higher consumer expectations are especially pronounced in Millennials and Gen Z. They are using their significant purchasing power to exert pressure on companies to comply with their values, including diversity, equity and inclusion. Companies that don’t align may find themselves boycotted. This has pushed brands to dig deep and put values and social impact at the forefront of their marketing efforts.
Take a look at some of the B2S campaigns we see getting it right this year.
RIF and Macy’s partner to close the literacy gap
Macy’s has partnered with RIF, a nonprofit addressing the inequities in the literacy crisis, for 18 years. Together, they provide books and reading resources to kids living in under-resourced communities.
Their B2S campaign, Mission Every One, raised $1.5 million in July through online and in-store purchase round-ups. The funds will provide diverse books and reading resources in support of RIF’s Race, Equity, and Inclusion Center.
Subaru and AdoptAClassroom support students in high-need schools
Throughout the month of August, Subaru and its retailers are partnering with AdoptAClassroom.org on the Subaru Loves Learning campaign. AdoptAClassroom.org is a nonprofit that helps equip Pre-K through grade 12 teachers in high-needs schools with supplies that help students learn and thrive.
Subaru is matching online AdoptAClassroom.org donations dollar for dollar, up to $350,000. This campaign builds on a two-year partnership that has helped more than 300,00 students across the country.
Murphy USA and Boys & Girls Clubs of America fueling great futures
Murphy USA launched a national partnership with Boys & Girls Clubs of America (BGCA) in 2020, raising more than $4 million to date. BGCA annually provides more than 4.3 million young people with the tools they need to be successful.
This year’s campaign runs from August 4 to November 1 and features online and in-store roundup donations as well as $1, $5 or $10 donations at checkout.
Learn more about the campaign or watch the video below.
And, Murphy USA is one of 20+ partners working with BGCA to support millions of students this Back to School season.
Frito-Lay and The Million Girls Moonshot inspire girls in STEM
Frito-Lay is partnering with The Million Girls Moonshot to engage one million girls in STEM learning opportunities through B2S and summer programs over the next five years.
This year’s campaign, Back-to-School Blast Off, features science-fiction star Sonequa Martin-Green to help raise awareness.
Frito-Lay customers can share a photo on social media with the hashtag #SpaceforHer to unlock a $20 donation, up to a $50,000 total. Photos enter customers for a chance to win a ceremonial star named for a girl they know who is passionate about STEM.
The snack company is also donating $100,000 to The Million Girls Moonshot to further its mission, including sending the inaugural Flight Crew of aspiring space explorers to Space Camp.