Embarrassing employees for the sake of a good PR story

By Robin Crumby, Managing Director, Melcrum

UK supermarket chain Waitrose announced that shelf-stackers will this year be sporting some rather natty environmentally-friendly uniforms made from eleven 50ml recycled plastic bottles.

It all makes for a good PR story doesn't it.

Or does it? Surely, using all that energy to recycle bottles into a holiday-season jolly red outfit that will only get worn for a few weeks before New Year and no doubt embarrassing the heck out of front-line staff who get to wear them, is all a bit, well counter-productive.

Nick Monger-Godfrey, Head of Corporate Social Responsibility, quoted in City AM, said: 'The new aprons will create a real talking point between our partners and customers.'

He's not wrong there. And I'm sure staff made to wear them will force a smile to suit.

Robin.