One of the outstanding speakers of the World Retail Congress 2025 was Helena Helmersson. The former CEO of the Swedish H&M Group has recently been at the top of the material innovation company Circulose. In Keynote in London, Helmersson urged the industry representatives present: inside, the focus again on sustainability.
Helmersson admits that the focus has decreased for sustainability. There are good reasons for this, such as pandemic, inflation, various wars and artificial intelligence. All of this distracted from sustainability, because sustainability was no longer the biggest challenge for companies.
However, there is no reason to despair. Using the so -called Gartner Hype Cycle, Helmersson illustrates that trends follow a certain path: from hype to non -fulfilled expectations and disillusionment to stabilization and long -term implementation. According to the Popfrau, the sustainability industry is now in the ‘Tal of Disillusionation’. This is a phase in which progress is slow, the consumers: now see the broken promises of companies and there is more skepticism.
According to this, there is a chance of the ‘slope of enlightenment’, but efforts are required on the part of industry. Leading companies and managers must close the gap between sustainability and profitability. “As a manager, you have to build a system that helps people in the company to success.” For example, by reducing the pressure on profitability during the purchase process. “Let a central budget for more sustainable materials contribute that are more expensive so that buyers: in the inside do not have to choose between profit and sustainability in order to compensate for their budget.”
In order to take the disillusioned consumer: with you, the sustainability must no longer only turn to ‘Connect the movement’, but must satisfy the practical needs of consumers: inside. This is how she gives the example of the SECONDHAND platform Sellpy in which the H&M Group has invested. “It helps the consumer: to clean up your wardrobe inside. It is easy, good for your wallet and it helps you find your personal style.”
In her keynote, Helmersson also speaks openly about how difficult it is to realize sustainability. As an ex-CEO of the H&M Group, she knows that too well. “It is not enough to only create the plan and communicate it.” She also says that you have to leave space to achieve the goals within the company, but that externally long -term partnerships also have to be closed. “This problem cannot be solved by checking off boxes. It must be coordinated and invested in the long term.”
This article was used with digital tools translated.
Fashionunited uses artificial intelligence to accelerate the translation of articles and improve the end result. They help us make the international reporting of fashionunited a German -speaking readership quickly and comprehensively accessible. Articles that have been translated using AI-based tools are read and carefully edited by our editor: Correcting inside before they are published. If you have any questions or comments, please contact me by email to [email protected]