Shwop til you drop

One of the biggest things a company can do is admit to having been part of a problem - and set up initiatives that commit to being part of the solution.

That's why I love the new M&S partnership with Oxfam. Instead of side-stepping the issue of landfill and how many clothes are thrown away in the UK, the Shwop initiative confronts the issue full-on, by providing people with the means to help.

The idea is simple: "buy and give back" - M&S are encouraging to bring their old garments (from any brand) into the stores and leave them in a "Shwop Drop Box" when they buy something new. All the garments go to Oxfam to be re-used, re-cycled or re-sold.

The tonality of the initiative is as important as the idea behind it - it's fun, upbeat and participative - something that people will want to join in with.

And it's a million miles away from all those empty promises on some corporate websites.