Corporate Social Responsibility – en studie av utvecklingen av H&M:s sociala ansvar

Abstract

The fact that the poor people in the world are sewing the clothes of the rich people was neglected for a long period of time, but in the middle of the 1990’s this phenomenon attracted a lot of attention in the USA. The term Corporate Social Responsibility (CSR) was used to label the issues of companies’ responsibility regarding human rights, environmental aspects, and social rights. A Swedish firm, which has received much attention in the CSR debate is the clothing company Hennes & Mauritz (H&M). The purpose of this thesis is to investigate how a firm, which has not previously been committed to CSR issues in a greater extent, develops a successful CSR engagement. By reviewing media coverage regarding H&M´s social responsibility, I have found several explanations for H&M´s successful development of CSR. The firm has appointed an internal CSR representative, who among other things implements CSR issues throughout the firm, and handles media communication. Another factor is proactive measures, which the firm uses to prevent criticism by taking action before harm is caused. H&M has also integrated a stakeholder perspective in the firm´s activities, by focusing on its different stakeholder groups. I have also concluded that the firm firstly should develop an ethical responsibility with focus on how the firm’s activities affect its surroundings, and secondly commit to philanthropic contributions. The overall impression is that the above measures have been effective in developing a CSR strategy, and that H&M has managed to develop a credible CSR commitment.