How H&M is facing sustainability head on – despite greenwashing pushback

H&M has no problem with being called out on its sustainability efforts. In fact, the Scandi fashion giant welcomes the scrutiny.
Speaking at the inaugural BRC x H&M Fashion Sustainability Summit in London earlier this year, Marcus Hartmann, head of public affairs & sustainability for H&M in Northern Europe, highlighted how the retailer is embracing transparency, seeing it as an opportunity to improve rather than something to shy away from.
“We want to be transparent because