Towards a more inclusive business

We want all our products, prints, and graphics to always resonate with our Purpose, Brand DNA and Business Idea. So, we provide support and a general framework that guides the research and creative processes for all our creative work. We also promote diverse teams to reflect, respect and relate to our customers and communities.

Strategic partnerships

Partnerships are essential to help us leverage our ambitions within Inclusion and diversity. Our public work can serve as a corporate statement of values. Global partnerships help us improve internally and contribute to implementing support at national, regional, and international levels. Some examples of our global actions include:

World Economic Forum

World Economic Forum – Partnering for racial justice in business. As a founding member, we joined this initiative and have a chair in the advisory group/steering committee and the working group. The partnership’s overarching aim is to implement a compliant and harmonised global data collection approach. We hope to create a common language that establishes standards and universal principles for becoming an anti-racist organisation.

Unstereotype Alliance

Unstereotype Alliance – is an industry-led initiative convened by UN Women in 2017 to end the harmful gender stereotyping, often perpetuated through communications. The Alliance focuses on empowering people in their diversity (gender identity, race, ethnicity, socio-economic status, age, ability, sexuality, language, religion, education, body size, and more). It seeks to eradicate harmful stereotypes to help create an equal world. We joined at the beginning of 2021 in a three-year partnership involving all our brands.


In 2021, H&M Group joined the Refugee Women Mentorship Initiative, led by Tent Partnership for Refugees (Tent) and Catalyst. The initiative focuses on mentoring refugee women to enhance their opportunities to enter into employment. H&M Group, through the H&M brand, participates in this initiative in Germany, Italy and the Netherlands currently.

Project Match

Project Match is a unique cross-collaboration between various brands and functions within the H&M Group; using research, we are working to create a more inclusive customer experience. A big part of Project Match has been listening to and learning from customers’ experiences with fashion, which has deepened our desire to ensure everyone who shops at any H&M Group brand feels included. While the end project is still unclear, Project Match is already an essential part of our journey to ensure that everyone — and every body — can look and feel good.