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  

The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.  

And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team!  

Timestamps: 

• 0:00:49 – Sustainability communications vs marketing explained  

• 0:02:47 – What Primark stands for as a global brand  

• 0:05:50 – Tackling perceptions of fast fashion and low cost  

• 0:08:56 – Communicating sustainability reports in a more engaging way  

• 0:12:03 – What circularity means in fashion  

• 0:14:10 – Working with suppliers to drive sustainability  

• 0:16:16 – Regulation vs voluntary sustainability efforts  

• 0:19:15 – Do customers really care about sustainability?  

• 0:23:52 – What sustainability actually includes (beyond environment)  

• 0:25:41 – Most effective channels for sustainability communication  

• 0:28:41 – Empowering employees to talk about sustainability  

• 0:31:34 – Keeping messaging clear and avoiding greenwashing  

• 0:35:33 – Sarah’s career journey into communications  

• 0:37:58 – Agency vs in-house: key differences  

• 0:40:02 – Career advice for marketers and communicators