F
U
T
E
R
R
A

H&M

Committed to transparent reporting on sustainability performance

Project type

  • Vision

  • Maps

  • Symbols

  • Stories

  • Challenge

    We have worked with H&M since 2012 on their Sustainability report (Conscious Actions Report). Back then, we were given a three-folded challenge. First of all, to find a tone of voice in the copy that better reflected H&M’s personality. Secondly, to support H&M on GRI-related issues, for example in terms of stakeholder process and transferring from GRI G3 to G4. Lastly, to advice H&M on everything from measurements to their sustainability performance.

  • Insights

    The key to a more personal and transparent H&M has been about finding a language that is more human yet does not compromise on correctness and seriousness. It has also been about showing how increased transparency adds to the credibility of the report.

  • Actions

    Futerra have been copy writing the entire Sustainability Report since 2012. We have also created the GRI Content Index for the past three years. In addition, advice on the next generations reporting have been given every year.

  • Results

    • CRRA – the only global sustainability reporting competition
    • 2015 Winner of the most open & honest category
    • 2015 Runner up to the creative report category
    • 2014 third place in the creative report category
    • Ethical Cooperation Awards 2014–2015 Nominated for Best CR Report See the report in full here.
REPORT

Insight

The key to a more personal and transparent H&M has been about finding a language that is more human yet does not compromise on correctness and seriousness.