I believe H&M is one of the best companies working with sustainability – mainly because they have seen the opportunities but also because they've been under a lot of fire especially when it comes to factory working conditions. Now they are under fire again.
Their latest campaign for the fall collection celebrates women and challenging stereotypes – how being ladylike can take many shapes and forms. Even though the campaign has received major positive media attention it has also come under scrutiny. Launching a campaign which is not fully aligned with other policies may backfire. If you truly stand for a value make sure that you have thought it through and that vision reflects throughout.
If you work with brand building or CSR and are interested in how goodvertising could help build your brand don't forget to visit http://wheregoodgrows.com to see initiatives that combines advertising with doing good. With creativity and collaboration we are not only building strong brands and campaigns but we are part of the solution to create a sustainable world.