HM Diversity Leader An Attempt to Learn from

H&M Diversity Leader – An Attempt to Learn from Past Mistakes?

It’s day 8 …

Theory we need to understand Corporate reputation Vision-culture-image alignment

This was 2017. . . “Diversity Washing” It`s not an incident, it`s a phenomenon

Background • Founded in Sweden 1974 • Sixth largest apparel company worldwide ”We promote diversity and equality and do not tolerate any kind of discrimination or harassment” • 4. 700 stores in 69 markets • Aim: Be the most ethical and sustainable fast fashion company in the world

This is 2018 …

The Situation 8 January - Public outrage - Celebrities cancel collaboration - First apology statement - Removed picture from all online channels January 99 January - Official apology on the website by H&M Group - Drastic stock decline 13 January 16 January - Protest and stores in South Africa trashed and temporarily closed - Public outrage continues - On-going media discussions ?

The Situation

Question 1 What should the profile of a diversity leader look like what would be his/her role and responsibilities?

Question 2 What impact will appointing a diversity leader have for H&M - internally and externally?

H&M’s Appointed Global Diversity Leader

Question 3 What other alternative options are there for a longterm integration of diversity?

Key Learnings Remember … past mistakes, as to not repeat but learn from them. Understand … the potential reputational damage that over-promise or under-delivery of claimed diversity can cause. Apply … the Vision-Image-Culture Alignment model as a toolkit for tackling gaps that causes crisis. Analyze … potential internal and external impact a diversity leader can bring forth. Evaluate … the role and responsibilities needed to fulfil promise of diversity. Create

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