Product Range Distribution: Brands and sustainability

The Changing Markets Foundation report into manufacturing plants shed some light on some big name brands. The plants it found to be highly polluting are used by brands such as H&M, Intalex (owner of Zara), M&S, and Tesco. This is interesting due to the fact that both H&M and M&S have made a commitment to sustainability. So how can these brands be sustainable when they are playing a part in extensive and damaging pollution?

H&M 

Sustainability is part of our company's DNA and values - Karl-Johan Persson (H&M CEO)

H&M have their own website committed to their sustainability work and release a yearly sustainability report. 2016's report is 124 pages long and in it, H&M clearly outline their vision as well as their strategy to improve their sustainability as a brand. 

Their vision has 3 major aims:

100% LEADING THE CHANGE 
– Promote and scale innovation 
– Drive transparency 
– Reward sustainable actions 

100% CIRCULAR & RENEWABLE 
– A circular approach to how products are made and used 
– Use only recycled or sustainably sourced materials 
– Use only renewable energy in our value chain 

100% FAIR & EQUAL 
– Fair jobs for all 
– Stewards of diversity and inclusiveness

H&M go into specific, extensive details about each aim. Alongside these aims are their achievements so far and future goals set for the company to meet.

For H&M, last year 43% of its cotton was from sustainable sources, over half of which was Better Cotton rather than the more sustainable sources – organic or recycled.H&M is the only company through its Conscious range to offer sustainable cotton which extends beyond a t-shirt. A pair of jeans from H&M’s Conscious range cost from £19.99, around the same as others sold by the retailer. - source

The detailed report and steps taken here by this big name fashion brand show the changing attitudes towards sustainability and fashion - companies are recognising the impact they have within the industry and changing their practices and methods to improve their sustainability.