“There is nothing worse for a brand than breaking the brand promise,” wrote Lucille DeHart, principal at MKT Marketing Services/Columbus Consulting.
“I believe that H&M has already sustained brand damage as a result of their past greenwashing activities.” “While the financial calculation of merely greenwashing away environmental issues may seem acceptable, this is a real threat to the long term success of companies like H&M who target a younger consumer,” wrote Mark Ryski, CEO of HeadCount Corporation. Robert Alexander/Getty Images) Getty ImagesĪnd the BrainTrust did not see retailers who fudge the numbers on environmental matters getting off easy. PALM SPRINGS, CALIFORNIA: FEBRUARY 28, 2019: An H&M store in Palm Springs, California.
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