H(orrible wasting) & M(arketing)? Observing the CSR communication of the H&M from the sustainability perspective

Absztrakt (kivonat)

This thesis examines the H&M’s CSR communication from the environmental sustainability point of view. It seeks answers about how H&M communicates environmental sustainability and the circular economy model they want to adopt through two communicational channels, their Instagram page and sustainability reports. It brings together the literature on CSR communication and lists the points of analysis it recommends. It presents the fast fashion industry and its main CSR challenges, with the natural environment as the main stakeholder. It concludes that the industry can best achieve environmental sustainability through the circular economy model. Using the example of the H&M Group, a leading company in the fast fashion industry, it seeks to show how companies can contribute to achieving environmental sustainability. Analyses the company's communication on environmental sustainability with the help of the CSR communication literature through its Instagram profile, which shows that the percentage of their posts communicating environmental sustainability has increased significantly in recent years compared to the total number of posts. Comparing the H&M's 2014, 2019 and 2021 annual sustainability reports, it is noticeable that they have been able to make progress towards achieving sustainability in recent years. Examples are presented of how the company communicates each step of its circular economy model through the two examined channels. At the end of the paper, the author offers suggestions on how to further improve the company's communication on environmental sustainability. The key aspects of the proposals are: reducing consumer scepticism, engaging consumers, and achieving long-term environmental sustainability.