Case Study: H&M And Their Sustainability Initiatives

Today’s consumer wants to connect with brands who have the same values. Authenticity, a personal touch and sustainability are on the minds of all of our audiences. How did H&M take this information and integrate it into their value proposition.

(This case study is from the IDEO website. Read more, and others like it, here:


Founded in 1972, H&M Group is a global fashion and design company that offers customers the opportunity to express themselves through fashion and design. In order to create value for society as a whole, we need to deliver the best service possible to customers and develop with a focus on sustainable and profitable growth that results in lasting value for society as a whole. H&M approached IDEO a global design company who has been at the forefront of creating change through design from designing the first manufacturable mouse for Apple to advancing the practice of human-centered design.


There is an estimated 10% annual growth in fashion e-commerce between 2024 and 2031, which will require even more packaging as packaging accounts for 26% of plastics produced worldwide every year. In order to help the fashion giant reduce its impact on the environment and enable meaningful growth for the company, H&M’s chief executive Helena Helmersson set ambitious sustainability goals.


It was a visionary collaboration between IDEO and the H&M Group to create new plastic-free packaging based on eight brands across 74 markets, aimed at creating a more sustainable packaging solution that was easily customisable.


The result of their innovative process was a major decrease in the amount of plastic they used, demonstrating that sustainability can be achieved through thoughtful and strategic design. But it didn’t stop there. This was just the beginning. Through Design Studio’s approach, they have been able to drive measurable change and create meaningful impact in both their own organisation and in the wider industry. Sustainability isn’t a passing trend for H&M. It’s moving fashion forward.