1. H&M Diversity Leader – An Attempt to Learn from Past Mistakes?
Effi Balandies, Katrin Katana & Lisa Cöster

2. It’s day 8 …

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

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

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

6. This is 2018 …

7. ? The Situation 8 January 9 January 9 January 13 January 16 January
Official apology on the website by H&M Group
Drastic stock decline
Protest and stores in South Africa trashed and temporarily closed
13 January
16 January
Public outrage continues
On-going media discussions
Public outrage
Celebrities cancel collaboration
First apology statement
Removed picture from all online channels

8. The Situation

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

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

11. H&M’s Appointed Global Diversity Leader
Chinese and US-American ethnic roots

12. Question 3
What other alternative options are there for a long-term integration of diversity?

13. Key Learnings Remember Understand Apply Analyze Evaluate Create
… 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
… successful solutions for a long-term integration of diversity.

14. Thank You!
THANK YOU
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