Unveiling Primark's Sustainability Agenda: CCO Addresses Greenwashing Concerns

According to Primark's chief customer officer Michelle McEttrick, the tightening of regulations surrounding greenwashing may hinder brands from making progress in terms of sustainability. McEttrick cautioned that the heightened focus on greenwashing could serve as a significant barrier for brands wishing to communicate their sustainability efforts.

Governments and regulatory bodies have increasingly taken a stricter stance against greenwashing. In 2021, the Advertising Standards Authority (ASA) banned ads from brands like Innocent and Alpro as a response. McEttrick introduced the concept of "greenhushing," suggesting that more brands might be involved in this practice. Greenhushing refers to companies staying silent about their sustainability efforts out of concern for being accused of greenwashing or because they are facing difficulties in meeting their established targets.

McEttrick cautioned that if the current trends persist, brands might backtrack on their sustainability commitments. She highlighted that not only do brands that remain silent on their environmental actions miss out on opportunities to engage and attract ethically conscious customers, but the entire industry's progress is also put in jeopardy.

It is crucial for larger businesses to take the lead and be transparent about their actions, even when things don't go as expected. According to recent research by the Chartered Institute of Marketing, almost half (49%) of marketers are hesitant to work on sustainability projects due to the fear of being accused of greenwashing. McEttrick emphasized that there are available guidelines to assist brands in effectively communicating their sustainability efforts.

Tara Chandra, CEO and co-founder of Here We Flo, a brand focused on period, bladder, and sexual wellness, believes that although greenwashing should be addressed, the fact that companies are interested in discussing sustainability is a positive development.

Chandra compared big brands at Pride to highlight the issue of empty allyship, wherein they show support during Pride but fail to support the LGBTQ+ community at other times. Despite this frustration, their involvement in Pride signifies its growing acceptance and popularity in mainstream society.

Chandra reminisced about a time when these topics were not discussed or considered important. Now, they are openly talked about and normalized. She emphasized that for the climate cause, it's not just about normalization but also about instilling a sense of urgency and significance.

Growth and sustainability

Here We Flo was established as a brand with a profound commitment to sustainability. Chandra and her co-founder Susan Augustin made it a priority to imbue every aspect of their work with sustainability.

"For Primark, the significance of sustainability in relation to quality cannot be overlooked. The brand takes pride in being a value retailer, according to McEttrick, who emphasized that value encompasses both quality and price for the consumers. She further highlighted that ethical factors such as sustainability are becoming integral to consumers' perception of what constitutes quality."

The retailer has made significant efforts to meet the definition of quality. In 2021, it introduced the Primark Cares strategy, which draws on 15 years of experience. This strategy involves having dedicated sustainability personnel at the head office and conducting in-person annual audits with suppliers. According to McEttrick, this emphasis on quality is crucial as Primark cannot achieve growth without ensuring that the products it offers to customers truly reflect excellence.