The three-year partnership will look at the next step for Primark’s textile donation scheme and routes to expand its existing circularity ambitions.
Behaviour Change, a subsidiary of WRAP, will contribute behavioural science expertise, while Primark’s takeback partner, Yellow Octopus, will also be an advisory.
The partners have so far consolidated their knowledge bases and conducted further research where gaps where identified – particularly around consumer awareness and understanding of textile donation schemes. This also included exploring barriers and motivations for donating good quality used clothing to high street fashion stores such as Primark.
Research from WRAP recently revealed Primark’s takeback scheme is the fifth most used in the UK in the past year. However, there is still a large knowledge gap, with 22% of survey respondents having never used a takeback scheme.
Going forward, insights from the knowledge mapping exercise will be used to shape pilot recommendations for Primark’s textile donation scheme and other potential circular clothing initiatives.
WRAP and Primark partnership
Primark joined WRAP’s sector-wide Sustainable Clothing Action Plan in 2016 and has now committed to making its clothes recyclable by design by 2027.
Catherine David, director of Behaviour Change and business programmes at WRAP, said: “We are proud to be continuing our work, which spans many years, with Primark via this new partnership. Circular living is a key business opportunity for this generation so it is fantastic to see a fashion giant like Primark gaining recognition in this emerging area.
“Without widespread scaling of circular business models which are accessible to people, the world will not be able to achieve vital carbon and water reductions. WRAP’s mission is to embed circular living in every boardroom and every home. We are working in new ways with businesses like Primark, and across the world, to accelerate progress towards our goal of cutting the carbon footprint of the textiles industry in half by 2030.”
Lynne Walker, director of Primark Cares said: “Through our Primark Cares strategy, we are committed to becoming a circular and more sustainable business. This partnership with WRAP is an important step in understanding how we can give clothes longer life and reduce textile waste. Combining our expertise will allow us to better understand consumer behaviour, enhance our takeback schemes, and scale our circularity initiatives. We believe that by working together, we can make a meaningful impact in driving change across the fashion industry.”
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