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Är hållbarhet H&M:s utopi? En kvalitativ undersökning av H&M:s hållbarhetsrapporter

Elveos, Kristina and Solfors, Mimi LU (2024) MODK63 20241
Division of Fashion Studies
Abstract
In this bachelor’s thesis, “Is Sustainability H&M’s Utopia? A Qualitative Analysis of H&M’s
Sustainability Report”, we investigate H&M’s journey towards sustainability through an analysis
of their sustainability reports from 2002, 2012, 2022 and 2023. This analysis is completed with
the help of Ernst Bloch’s theory of utopia, performativity theory, Marxist theory and decolonial
theory. These are employed as guides to explore the evolution of H&M’s definition of
sustainability, their achievements, and the aspirations and goals articulated in the reports. Our
findings reveal that H&M’s sustainability goals and practices have transformed significantly over
the decades, where the company is portrayed as a leader in sustainability... (More)
In this bachelor’s thesis, “Is Sustainability H&M’s Utopia? A Qualitative Analysis of H&M’s
Sustainability Report”, we investigate H&M’s journey towards sustainability through an analysis
of their sustainability reports from 2002, 2012, 2022 and 2023. This analysis is completed with
the help of Ernst Bloch’s theory of utopia, performativity theory, Marxist theory and decolonial
theory. These are employed as guides to explore the evolution of H&M’s definition of
sustainability, their achievements, and the aspirations and goals articulated in the reports. Our
findings reveal that H&M’s sustainability goals and practices have transformed significantly over
the decades, where the company is portrayed as a leader in sustainability through performative
constructions, despite facing criticisms about the achievability of their aspirations. We state that
H&M’s reports are to be viewed as an articulation of a better future, and therefore to be seen as a
tool to help the fashion industry move towards sustainability. The thesis examines the underlying
motivators of the company’s efforts, questioning whether true sustainability is an attainable goal,
or simply a utopian ideal, driven by hope. Through viewing the utopia as a practice rather than a
destination, the research contributes to the understanding of corporate sustainability practices,
together with the challenges and struggles of achieving genuine sustainability in the fashion
industry. (Less)
Please use this url to cite or link to this publication:
author
Elveos, Kristina and Solfors, Mimi LU
supervisor
organization
course
MODK63 20241
year
type
M2 - Bachelor Degree
subject
language
Swedish
id
9175049
date added to LUP
2025-05-21 16:15:58
date last changed
2025-05-21 16:15:58
@misc{9175049,
  abstract     = {{In this bachelor’s thesis, “Is Sustainability H&M’s Utopia? A Qualitative Analysis of H&M’s
Sustainability Report”, we investigate H&M’s journey towards sustainability through an analysis
of their sustainability reports from 2002, 2012, 2022 and 2023. This analysis is completed with
the help of Ernst Bloch’s theory of utopia, performativity theory, Marxist theory and decolonial
theory. These are employed as guides to explore the evolution of H&M’s definition of
sustainability, their achievements, and the aspirations and goals articulated in the reports. Our
findings reveal that H&M’s sustainability goals and practices have transformed significantly over
the decades, where the company is portrayed as a leader in sustainability through performative
constructions, despite facing criticisms about the achievability of their aspirations. We state that
H&M’s reports are to be viewed as an articulation of a better future, and therefore to be seen as a
tool to help the fashion industry move towards sustainability. The thesis examines the underlying
motivators of the company’s efforts, questioning whether true sustainability is an attainable goal,
or simply a utopian ideal, driven by hope. Through viewing the utopia as a practice rather than a
destination, the research contributes to the understanding of corporate sustainability practices,
together with the challenges and struggles of achieving genuine sustainability in the fashion
industry.}},
  author       = {{Elveos, Kristina and Solfors, Mimi}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Är hållbarhet H&M:s utopi? En kvalitativ undersökning av H&M:s hållbarhetsrapporter}},
  year         = {{2024}},
}