We’re All In: Empowering Colleagues to Lead on Sustainability

Our We’re All In campaign was launched to re-energise colleague engagement with our sustainability strategy, Primark Cares, following a decline in awareness. Built around three clear communication objectives – educate, inspire, and activate – the campaign set out to cut through myths, generate excitement, and equip colleagues to drive change in their own areas.

With teams spread across 17 markets and many in fast-paced retail roles, accessibility and flexibility were key. We delivered a phased, multi-channel campaign that invited colleagues to connect in ways that worked for them. We kicked off with a global moment of connection - Primark Live - a streamed event hosted by sustainability journalist Brooke Roberts-Islam, featuring voices from across the business and our external partners. This was followed by three weeks of varied content and experiences, from internal expert-led webinars and in-person repair workshops to a clothing care masterclass with Laura de Barra and office swap shops. The campaign didn’t stop there, it evolved into a longer-term platform for colleagues to contribute through initiatives like our 2025 Retail KPIs and the FWD TH!NK challenge.

Engagement exceeded expectations across every channel, from packed webinars to massive growth on our ZING sustainability channel and over 130 ideas submitted by colleagues globally to FWD TH!NK. By creating opportunities for colleagues to shape the future of sustainability at Primark, We’re All In made it clear. Sustainability is something we’re all part of.