57% of H&M Group’s material mix is now sustainably sourced or recycled


57% of all materials used by the H&M Group now come from either recycled or sustainable sources, according to its annual Sustainability Report released yesterday.

This is a considerable increase from last year, in which recycled or sustainably-sourced materials made up 35% of the company’s material mix – thus inching it closer to its ambitious circularity goals for 2030.

“Big change requires bold actions and the courage to aim high. At the same time, we have to be humble to the challenges our planet is facing,” said Anna Gedda, head of sustainability at the H&M Group.”So if we want to make a real change, we have to be brave, push the boundaries and not be afraid to fail.”

At present, 55.2% of the Group’s material mix is sourced from sustainable origins that are verified by third-party bodies. For example, 95% of is cotton comes from certified sources such as organic cotton (14.6%) or sourced from the Better Cotton Initiative (79.9%).

The remaining 1.4% of the mix comes from recycled sources, a small percentage that the report highlights is due to the “lack of viable recycling solutions [which] either do not exist or are not commercially available at scale.”

Other highlights include a reduction of 11% in CO2 emissions in its operations, moving it closer to its target of becoming climate-positive by 2040; a new commitment to making all of its packaging designed to be reusable, recyclable and compostable by 2025; reducing water usage in production by 25% by 2022, supported by WWF; and the announcement that 655 factories and 930,000 garment workers are now covered by the Group’s key programmes for workplace dialogue and wage management system.

Technology is also playing a major role, with artificial intelligence being deployed to ensure production and demand are more aligned from a sustainability perspective. This follows an announcement in late 2018 that Christopher Wiley, of Cambridge Analytica fame, is joining as a consultant on all things AI.

From the consumer side, its Take Care initiative, which offers customers guidance, repair services and products to care for their garments in order to extend their lifespan, has now moved into further four markets; and in June 2018, the company launched of Afound, a new brand giving unsold products a new life.

Additional reporting by Camilla Rydzek.

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