UFCW 3000

Macy’s Workers United

Winning a “new gold standard” contract with nationally recognized wage and safety protections for UFCW 3000’s Macy’s sales associates through a national earned media and targeted advertising campaign.

Challenges

Retail jobs are notorious for being low paying, high turnover, and sometimes even dangerous jobs due to corporations putting profits over their people. Chronic understaffing, disrespect and lack of investment in training and security leave workers stretched thin, taken for granted, and unable to afford essential basics like housing, food, healthcare and transportation. Macy’s Corporation repeatedly violated labor practices, and refused to address the serious concerns of 400 unionized workers. It was time to put the heat on Macy’s Corporation to bargain in good faith.

“The folks at Powerhouse turned up the volume so high that Macy’s couldn’t hide and stonewall any longer. By centering the experience and voices of workers, we won wage and safety protections that are a new gold standard for retail workers across the country.”

Faye Guenther

President of UFCW 3000 (the largest UFCW local in the nation)

Results

This campaign helped secure a new contract providing UFCW 3000 Macy’s workers with:

  • The largest ratification bonus in the country, 20% higher than before the strike.

  • Increased safety protections, including the right for workers to bring up safety issues without fear of retaliation.

  • A new and improved wage scale.

  • Protection of a prized worker benefit, Martin Luther King Jr Day flex paid time off that Macy’s had threatened to take away.

How We Did It

PowerHouse produced a dynamic earned and multi-media campaign including digital and video ads that geo-targeted Macy’s corporate managers and board, and a consumer facing petition signed by 20,000 shoppers who backed the workers’ fight for better pay and safety. 

A Black Friday strike and “Macy’s Workers Parade” kicked off three months of media coverage in local, national and international media including NPR, Reuters, Newsweek,The Guardian, and the PBS Newshour. Workers became spokespeople, skilled at handling television interviews, and leveraging their voice and experience through dozens of op-eds and letters to the editor. 

After this huge win, we pivoted to a digital organizing campaign, helping UFCW 3000 identify retail workers interested in unionizing their workplaces.

Bellingham Herald 1/30/24

Bellis Fair Macy’s ends boycott as union wins a contract promising better pay and safety