First, a little history about the symbol of the company, the red star. The history of the red star dates back to the founder of the company, Rowland Hussey Macy's, days as a sailor. Macy was a sea captain and one day he was lost at sea and didn't know how he would return, until a star appeared in the sky. He was able to guide himself back to land using the star to steer. When he arrived safely back to land, he got a tattoo of a star on his arm to always remember that day. Once Macy opened his first store, in 1858, he decided to use a red star as the symbol of the company.
Macy's is, as I said, known for being one of the largest retail stores in the country. But their stores also help raise money for different charities. In past years Macy's has helped raise a record amount of money for the American Heart Association's Go Red for Women movement, the National Park Foundation and the Make-A-Wish Foundation. It has also been named of of the top 20 partners by the EPA for generating the most green electricity on their site.
http://www.macysinc.com/aboutus/sustainability/epapraise.aspx
Macy's has had a good reputation with its communities and the public. However, they don't really emphasize all the positive things they have done like complying with the government's policies on child labor laws, the recognition from the EPA and how diverse of a workplace it is, to name a few. You can find all this information on the company's corporate website, but most people either don't know to look there, or simply don't. I think that the company can and needs to do a better job with informing the public and the community about what they are doing and more importantly, what they are succeeding in. Thus far I don't think Macy's needs to improve its reputation so much as they need to inform the public about it.
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