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.
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.
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.