H&M - the art of communicating values
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.