Digital Marketing Institute Podcast | #133 Sustainability in Retail

Ever wondered how fast fashion brands tackle sustainability? In this episode of the DMI podcast, host ⁠Will Francis⁠ speaks with ⁠Sarah Whittaker⁠, Head of Sustainability Communications at Primark about how one of the world’s largest fashion retailers is navigating the challenge of becoming more sustainable while maintaining affordability at scale. From addressing common misconceptions around fast fashion to embedding more responsible practices across teams and supply chains, Sarah shares a behind-the-scenes look at how communications helps shape perception, influence behaviour, and avoid greenwashing. She also explores how brands can simplify complex sustainability messages, empower employees as advocates, and balance commercial realities with ethical responsibility. Sarah’s Top 3 Tips: 1. Keep sustainability messaging simple and focused – narrow in on what matters most to your audience 2. Back up every claim with evidence – avoid absolutes and communicate progress, not perfection 3. Engage your internal teams first – employees are your most powerful (and credible) advocates Follow Sarah Whittaker at https://www.linkedin.com/in/sarah-whittaker-59516a2b/ The Primark Sustainability and Ethics Progress Report can be found at https://sr.primark.com/ Follow Will Francis at https://willfrancis.com/ Follow and learn with the Digital Marketing Institute at https://digitalmarketinginstitute.com/resources ------------------------ If you are interested in hearing more, subscribe here or follow us on Spotify: https://spoti.fi/2YHVbA5 Are you interested in becoming a DMI Member? Check out the link for more info: https://bit.ly/3rhXQg7 About the Digital Marketing Institute The global standard in digital marketing certification! The Digital Marketing Institute delivers unparalleled learning experiences. Gain an internationally recognized digital marketing certification. Develop your digital skills and advance your marketing career. Learn world-class knowledge. Develop