The fast fashion industry has made significant progress in addressing its environmental impact.
Many leading brands are implementing initiatives that reduce waste, conserve water, and cut down on emissions. For instance, H&M has committed to using only sustainable or recycled materials by 2030, and Zara aims for all its products to be made from 100% sustainable fabrics by 2025. Despite these impactful changes, awareness of these initiatives often doesn’t reach employees, missing an opportunity to encourage pride, engagement, and advocacy within the workforce.
Internal communications teams have a unique role to play in bridging this knowledge gap. By informing employees about their company’s sustainability efforts, they can boost morale, increase engagement, and cultivate a culture of responsibility and advocacy. Here’s how retailers are stepping up to the sustainability challenge—and how internal comms can amplify these efforts by empowering employees to become brand ambassadors for positive change.
1. Retail’s Response to Fast Fashion’s Environmental Impact
The statistics on fast fashion’s impact are staggering. The retail industry is responsible for 10% of annual global carbon emissions—more than all international flights and maritime shipping combined. It also consumes an estimated 79 billion cubic meters of water annually, and 85% of all textiles end up in landfills every year. However, brands are taking steps to reverse these effects.
- Patagonia is investing heavily in recycled materials and advocates for customers to buy less, even offering free repairs to extend product life.
- Nike launched the Move to Zero campaign, aiming to use 100% renewable energy in its global facilities and focusing on closed-loop systems for apparel and footwear.
- Adidas has pledged to use only recycled polyester in all its products by 2024.
While these companies are making strides, it’s crucial that employees are aware of these efforts to feel part of a positive, purposeful brand. When employees understand and support these values, they are better positioned to carry the brand’s sustainability message forward.
2. Building Awareness and Boosting Employee Engagement
When employees are informed about their company’s sustainability efforts, it enhances their connection to the company’s mission and purpose. Statistics back up the importance of engagement here: 79% of employees who are aware of and aligned with their company’s goals are more motivated to work toward them, according to Gallup. Internal comms teams can use regular updates, storytelling, and employee testimonials to build awareness of these efforts.
An internal campaign sharing the impact of a company’s waste reduction program could include key milestones like gallons of water saved or tons of textiles diverted from landfills. By spotlighting these achievements, internal comms teams create a sense of pride and purpose, motivating employees to engage with and support the brand’s sustainability mission.
3. Empowering Employees as Brand Ambassadors for Sustainability
When employees are knowledgeable about their company’s sustainability initiatives, they become powerful advocates. A Nielsen study shows that 73% of millennials are willing to pay more for sustainable products, indicating a strong market for brands committed to environmental responsibility. When employees can confidently share the brand’s sustainability story, they help influence purchasing decisions and strengthen brand loyalty.
Internal communications can play a critical role here by equipping employees with talking points, training materials, and real-life examples that resonate. For instance, if a brand has achieved a significant reduction in its carbon footprint, employees can be provided with easy-to-share statistics and impact stories that they can communicate with customers, on social media, or in their own communities. This helps build a strong internal and external network of brand advocates who share and reinforce the brand’s commitment to sustainability.
4. Creating a Culture of Sustainability from Within
Internal comms teams are uniquely positioned to weave sustainability into the fabric of a company’s culture. By creating spaces for employees to engage in sustainability initiatives and voice their ideas, organizations build a culture of shared responsibility. Research from MIT Sloan shows that companies with strong environmental policies and practices enjoy higher employee satisfaction rates and are 16% more productive on average.
Internal communications can facilitate this by encouraging feedback, offering rewards for sustainable ideas, and creating events like “Sustainability Week” to drive home eco-friendly practices. This approach doesn’t just benefit the environment but also strengthens team cohesion, making employees feel more connected to one another and to the brand’s values.
Driving Internal Communication for Impact
A strong internal communications platform can ensure that sustainability messages are effectively shared across the company, from top leadership to frontline employees. Sparrow Connected is designed to support this need by offering a robust platform where every employee can stay informed, engaged, and aligned with the company’s values.
Sparrow Connected’s platform can implement an Omni-Channel communications strategy, where multi-channel messaging becomes second nature to internal comms teams, and companies can reach all employees with updates on sustainability goals and initiatives, no matter where they are. Content targeting and segmentation allow internal comms teams to tailor messages for specific departments, ensuring that each group receives relevant information on how they can contribute. The analytics and insights feature gives real-time feedback on engagement levels, helping companies gauge how effectively sustainability messages are resonating. Plus, employee feedback tools allow team members to share ideas and solutions, creating an inclusive and collaborative environment.
Trusted by organizations for its user-focused features, Sparrow Connected is a powerful ally for companies looking to drive a sustainable culture from within, amplifying their impact one message at a time.
Building a Sustainable Future, Together
As retailers work to lessen fast fashion’s environmental toll, internal communication is key to amplifying these efforts. By sharing updates, celebrating milestones, and encouraging active participation, internal comms can create a workforce that’s engaged, informed, and ready to act as advocates. This boosts employee satisfaction, enhances brand perception, and aligns internal efforts with the growing consumer demand for sustainable practices. Book a Free Coaching Session to learn how effective internal comms can drive sustainability in retail.
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