Packaging is important because it protects our products in transit, preventing damage and waste. But we want to make sure it does its job without becoming waste itself. That’s why we have set clear goals and targets to make sure our packaging contributes to us becoming a circular business where we maximise the use of resources and minimise waste.

Collaborating with others is essential if we are going to achieve our goals. For us, it’s important and helpful to work with other organisations and initiatives that align with our strategy.

This is why we have signed The New Plastic Economy − Global Commitment, an initiative by the Ellen MacArthur Foundation to prevent plastic pollution. By 2025 we commit to reduce plastic packaging by 25% (2018 baseline), replace single-use plastic packaging with reusable alternatives where possible, eliminate all problematic or unnecessary plastic, and ensure that at least 25% of the plastic we use is from recycled content.

Any single-use packaging, whether plastic or paper, affects ecosystems throughout its lifecycle — from extraction to disposal. That is why we support the Pack4Good initiative by our partner Canopy, which works with the forest industry’s biggest customers and their suppliers to develop business solutions that protect the last frontier forests.

As part of Pack4Good we commit to:

  • Ensuring our paper-based packaging excludes fibre sourced from ancient and endangered forests, by the end of 2022.
  • Prioritising innovative packaging design to reduce the amount of material needed.
  • Giving preference to paper-based packaging with high-recycled content, especially from post-consumer sources.
  • Source forest fibre from forests certified under the Forest Stewardship Council (FSC) system, including any plantation fibre, when recycled fibre and agricultural residue fibre is unattainable.

Sustainable packaging:

Our vision is to become a 100% circular business. To achieve this we have developed a circular strategy for packaging, with clear goals and ways to measure our progress. Our plan includes actions in four areas:

1. Reduce. By latest 2025, the H&M Group will reduce packaging by 25% (2018 baseline).

2. Circular Design. Latest 2025, all packaging designed and produced by the H&M Group should be reusable, recyclable or composted.

3. Materials. Latest 2030, all materials used in packaging should be from recycled or sustainable sources.

4. Reuse or Recycle all packaging generated in our own operations by 2025.

Downsizing plastic with the help of smart design

Exploring new ways to maximise resources and minimise waste is crucial on the journey to becoming a circular business.
Read more about how we are downsizing our use of plastics with smart design.