Ahead of the Game · 2026-03-27 · 43 min
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: Keep sustainability messaging simple and focused - narrow in on what matters most to your audience Back up every claim with evidence - avoid absolutes and communicate progress, not perfection Engage your internal teams first - employees are your most powerful (and credible) advocates The Ahead of the Game podcast is
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