Why I Don’t Shop at H&M: Greenwashing, Ethics, & Sustainability — The Honest Consumer (2024)

1. I DO think it is important that large companies like H&M to move towards social and environmental sustainability. And I think it’s good they’re doing something even if they have quite a bit of learning to do.

2. I understand it takes large companies time to transition their supply chain to be ethical and sustainable on such a large scale.

3. I try to focus on the positives and support companies that are trying to take positive steps, but I struggle with H&M’s motives.

BUT after a few of my friends asking if I’ll shop at H&M now that they’re “sustainable,” I’ve decided to write. So here are my thoughts and why I personally do not shop at H&M. I have read parts of H&M’s Sustainability Report which helped me come to the conclusions below.

5 Reasons I Don’t Shop at H&M

H&M’s Business Model Does Not Support Sustainability

You have to understand that H&M’s business model relies on consumers viewing clothes as disposable.

The mass production and pushing out clothes for 52 micro fashion seasons is not good for the environment. It does not encourage consumers to value what they have, but instead to throw it out and buy the next best thing.

These fast fashion, disposable clothing based business types are harmful to the planet.

H&M Makes Low Quality Apparel

Going off of my previous point….H&M doesn’t exactly focus on quality, but more so focuses on quantity. The products I purchased from them in my high school days would easily start to fall apart after a few washes, encouraging consumers to dispose of the garment and purchase something new.

Personally, I like to invest in quality products that are crafted to last. And while it may feel as though you’re saving money by purchasing these cheap garments…..think about how long they’ll last? You’ll have to replace them sooner than if you spent a bit of extra money investing in a quality garment that would last.

Questionable Motives focusing on Fast Fashion

Personally, I prefer to support brands who have good ethics & sustainability in the core of their companies….meaning they started out valuing people and the planet.

I struggle to support companies that might be jumping on board because sustainable fashion is becoming trendy, not because they truly care about the impact. For example those clothing recycle bins H&M has…..I personally think they’re an advertising scheme to encourage consumers to spend more money.

H&M takes your old clothes and give you a coupon to purchase more of their disposable clothing. And what happens to those old clothes? CBC reports “Of all of the material used to make its (H&M’s) estimated half a billion garments a year, only 0.7 per cent is recycled material.” The state of the garment, fibers, and other conditions of the donated item effect if/how a garment can actually be broken down and “recycled.”

The Numbers Don’t Add Up

Along with sustainability I value people….and I’m not so sure the people behind H&M’s clothes are getting paid a livable wage if they’re selling their shirts for $5. I read the Modern Day Slavery Statement in their sustainability report.

In this statement they do address modern day slavery and how they do not tolerate forced or child labor, but I did not see too much regarding livable wages. Or what H&M considers a livable wage? There are a few mentions, but there is more focus on “fair jobs,” “fair wages,” and how livable wages must be industry wide and a call to government action.

In the sustainability report there are numbers in their sustainability report showing that H&M pays above minimum wage, but is this a wage people are able to live off of? As consumers we have to question the difference between a fair wage and a livable wage.

A fair wage could be considered fair based on what other fast fashion factories are paying their garment workers, but does that “fair wage” actually allow workers to feed themselves, get housing, etc.?

AND just because somebody chooses to work in a garment factory doesn’t mean they are being treated with respect at the factory. We have to question how involved is H&M in monitoring the way garment workers are treated? Are they able to make regular factory visits and confirm that there is not child labor or mistreatment of workers?

This is a common theme we see with big name brands. They have a beautiful corporate social responsibility policy on their websites, but do not actually carry out those values in their supply chain.

So we have to ask, what is H&M doing to ensure their partner factories are fair, ethical, and sustainable? They partner with over 2,000 factories….thats a lot to manage. I encourage you to watch The True Cost to learn more about this.

Shopping Small is Important to Me

I LOVE to know who I’m buying from and support small businesses. As a small business owner, I know the struggle of budgeting, having less resources, and trying to compete with the larger brands. So shopping small and supporting small businesses that share my values is important to me!

Is H&M Greenwashing?

Yes, I think they are greenwashing. The idea of accepting old clothes in return for a store coupon is encouraging consumers to buy more stuff. The amount of sustainable materials being used in their clothing is tiny compared to the amount they produce.

As a large company they should be focused on slowing down production and incorporating more high quality materials into their supply chain. There is a lot more they could be doing.

Where to Shop Instead of H&M?

I know that price point is a big reason why people shop at H&M. Here are some ethical and sustainable brands that have sustainability within their core brand values and affordable price points.

This post does contain affiliate links which means we might make a commission off of a purchase you make, but this is at no additional cost to you! Affiliate links help us keep The Honest Consumer as a free resource to those learning about conscious consumerism.

• KNOWN SUPPLYis humanizing the apparel industry through collaborative partnerships which encourage, educate, and empower businesses to take part in social impact. This certified B Corporation is crafting ethical clothing while creating employment opportunities in Peru & Uganda through their partnership with Fair Trade Certified.

• For Days cares deeply about creating good clothing with high quality, sustainable materials. This sustainable clothing brand works with GOTS materials, recycled materials that meet the Global Recycling Standards, and Cradle to Cradle certified dyes. This brand also ensures that every item is 100% recyclable and minimizes waste with reusable packaging and company-wide carbon offsets.

• Fair Indigo specializes in fair trade clothing. Fair Indigo uses organic materials to craft high quality garments crafted to last.

• LA Relaxed uses sustainable natural fibers to craft high quality clothing. All of their clothing is made in their own factory in Los Angeles and they pay garment workers a livable wage and have healthy work conditions.

• GOEX is a sustainable basics brand that works in the US and Haiti guaranteeing workers a living wage and crafting basics with fair trade practices. GOEX’s basics are made with recycled plastic bottles turned into recycled polyester, USA grown cotton, and more.

• Passion Lilie’s bold style empowers consumers wearing their apparel and the artisans who craft these beautiful goods. Passion Lilie provides sustainable employment opportunities to artisans in India through the crafting of eco-friendly clothing and accessories.

• The Good Tee is a sustainable clothing brand focusing on high quality Fairtrade Certified organic cotton t-shirts.

• Wearwell is a one-stop shop for sustainable + ethical clothing, accessories, secondhand, home goods, and more.

I’m glad to see H&M is taking some steps in the right direction. Like I said it is important for large companies to make their supply chains ethical and sustainable. But at this point in time I still choose not to shop with H&M.