Marks & Spencer has launched a marketing campaign tunder the banner “Doing the right thing” and designed to emphasise its corporate social responsibility credentials.

The print, broadcast, online and in-store drive marks the halfway point of the retailer’s Plan A five-year sustainability initiative. It will highlight M&S’s ethical and environmental credentials using lines such as: “Fairtrade cotton. Look good on the outside, feel good on the inside.” M&S has already met 39 of its 100 Plan A commitments.

M&S executive director Steve Sharp said: “Plan A has put us in a leading position when it comes to environmental and ethical issues, which we know customers care about increasingly.

“’Doing the right thing’” is a non-nonsense expression of what we do what we do.”

Doing the right thing is also the name of M&S’s business transformation programme unveiled at May’s preliminary results.