Vision and strategy


At H&M Group, we’ve always believed that great design should — and can — be available to anyone. From the beginning, our role has been to democratise fashion. Today, that means making it sustainable: it’s the only way we’ll keep making great fashion and design available to many people, for many years to come.

Our vision is to lead the change towards a circular and renewable fashion industry while being a fair and equal company. Using our size and scale, we are working to catalyse systemic changes across our own operations, our entire value chain and the wider industry. In this way, we can continue to engage our customers and provide great fashion and design choices — today, and into the future.

”Big change requires bold actions and the courage to aim high. At the same time, we have to be humble to the challenges our planet is facing. So if we want to make real change we have to be brave, push the boundaries and not be afraid to fail”

Anna Gedda, Head of Sustainability, H&M Group

Our vision and strategy apply to all our brands while allowing each of them to maintain their own brand identity. While our business has a long and well- established history in sustainability, projected population growth figures and natural resource levels make it clear that a more focused approach to sustainable fashion is needed. Our role, as leaders in our industry, is to innovate, influence, collaborate and lead the way towards a truly sustainable fashion future. This vision is not only necessary from a social and environmental perspective, but it also makes good business sense. Long-term investments in sustainability provide us with long-term business opportunities that will keep H&M Group relevant and successful in our rapidly changing world.

We know that achieving our vision will not be easy, but our openness to tackling challenges keeps us alert to opportunity. We are strongly positioned to make a positive impact, in part because of our continuing partnership with stakeholders and industry experts who help set and shape our sustainability work. Furthermore, by applying a science-based approach to our work, we can set the best goals and roadmaps possible to drive positive change throughout our company and the wider industry.

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