From generation to generation

In 2012, Migros increased its social and ecological engagement with Generation M. This campaign upholds the same values that compelled Gottlieb Duttweiler all those years ago.

“We promise Noah that we will continue to collect and recycle more PET bottles than any other Swiss retailer.” This “binding promise” is made by Migros to seven-year-old Noah on behalf of his generation. It is one of the 34 promises made by Migros in its efforts for sustainability in the fields of health, consumption, employment, environment and society.
The Generation M campaign begins in 2012, but the basic values it follows were important to Gottlieb and Adele Duttweiler. Vota, an early social label that guaranteed fair wages and healthy working conditions, the Sabina Cooperative’s hiring of employees with hearing impairments, and the huge reduction in the phosphate content of certain washing powders in 1971 all exemplify the long tradition that Migros continues to follow with Generation M.
Even the idea of the promise is not new. As part of the 50th anniversary of Migros in 1975, it advertises in a TV spot: “Our promise for the future – we want to provide you with new ideas and new services in the best possible way.” With the current campaign, Migros is again making this promise come true.