Boohoo
Coursework, Sustainability Report Analysis
Type of Business
Retail
Role
Business Strategy Analysis
Year
2024
In this coursework project I analysed Boohoo’s sustainability transparency using GRI and Stakeholder Theory frameworks.
Project Description
Boohoo, a global clothing brand, is committed to offering affordable and trendy fashion
Due to the fast-fashion industry’s impact on the environment, transparency in sustainability reports is crucial.
Purpose of the report: To critically evaluate Boohoo’s environmental impact disclosure and suggest improvements.
Key Frameworks
Global Reporting Initiative
Stakeholder Theory
A standard for sustainability reporting, encouraging detailed disclosure on environmental, social, and governance metrics.
Helps businesses maintain transparency and build credibility
Businesses should prioritise the expectations and needs of all stakeholders (customers, investors, employees, etc.) in decision-making and reporting.
Boohoo's Sustainability Report Overview
Positive Aspects
Areas of Concern
The report highlights partnerships with Cotton Connect and Better Buying.
Selective reporting of data.
Example: water usage metrics missing.
Clear goals for reducing carbon footprint and waste.
Limited information and numbers related to campaign outcomes.
Example: Kourtney Kardashian collaboration.
Outlines efforts to transition to sustainable materials.
Addresses stakeholder feedback in its strategy.
Kourtney Kardashian x Boohoo Campaign 2022
Analysis of Transparency Using GRI
Alignment with GRI Guidelines
Implications
The report is missing key environmental metrics like water usage and complete carbon emissions data.
Selective data disclosure creates an incomplete picture, affecting stakeholder trust.
The company provides waste management details in the Annual Report but not in the Sustainability Report.
Stakeholder Theory Perspective
Meeting Stakeholder Expactations
Gaps Identified
Clear efforts to reduce unethical practices and improve social responsibility.
The company omits negative data, such as water usage, which can lead to lack of trust.
Boohoo shows commitment to most stakeholder concerns, including supply chain transparency and environmental impact.
Focuses more on achievements rather than addressing failures or challenges.
Key Findings
Sustainability = Vision + Metrics Transparency
Boohoo’s sustainability reports communicate its vision but selectively exclude important metrics.
Impact of Selective Data
Limited transparency can undermine the positive steps Boohoo has taken.
Putting the Focus Elsewehere
Emphasis on achievements over areas needing improvement reduces credibility.
Recommendations for Boohoo
Impact of Boohoo following the GRI Guidelines and Stakeholder Theory
Increased stakeholder trust and satisfaction.
Enhanced brand reputation for sustainability and responsibility.
Stronger alignment with global sustainability standards, improving Boohoo’s competitive position.