Q&A with Anna Gedda, CEO at H&M Foundation

Hi Anna! Can you please describe the key strategic changes H&M Foundation implemented to shift the focus towards decarbonisation?

When we decided to focus on decarbonisation, we realised the need to include a people perspective in the climate agenda. Climate is not just an environmental challenge, it is also a challenge to our security, prosperity and equity.?Therefore, the industry cannot just work on cutting emissions, it needs to do so in a way that sees to the lives and livelihoods of all people across its value chain.

Another key change was a shift towards a systems change approach where we consider not only the isolated challenge or solution we want to address, but also their root causes and surrounding systems. By having a systems change approach and a holistic mindset, we can have a more significant and lasting impact on our industry and society at large.

We have also clarified how we best can contribute to the industry’s transition given our role as a philanthropic organisation where we can act differently compared to commercial actors. We can for example take more risk, pioneer solutions and break new grounds – always with the common good and the entire textile industry in mind. That way we can act as that first spark which others can turn into something greater.

What insights from your corporate experience have you brought with you to H&M Foundation?

I’ve seen firsthand the challenges and barriers that many companies face when it comes to decarbonisation and just transition. This experience has given me a deeper understanding of the role commercial actors can play, both in terms of opportunities and limitations. It’s also shown me how important philanthropy is in driving change, especially in areas where others can’t, like supporting early-stage innovation or pioneering new methods.

It has also become clear to me just how complex and interconnected the textile industry is. No single actor, no matter how big, can tackle these issues alone. This holistic perspective is key to fostering collaborative efforts towards sustainable solutions.?

How did you as a team develop the strategic direction?

It was truly the result of great teamwork, where we have leveraged the diverse expertise, competencies, and strengths of the entire team, backed by a strong scientific foundation. And this has really been an immersive journey—learning from experts, exchanging ideas, and challenging our own assumptions to ensure that our direction is forward-thinking and impactful.

As a group of passionate and committed individuals, we are all deeply enthusiastic about the opportunity to help tackle the industry’s most pressing challenges, and excited to use our role as a philanthropic organisation to promote just and fair climate solutions for the textile industry.

What are your thoughts on the future of the textile industry in terms of decarbonisation?

To be frank, this is without doubt the biggest challenge that the industry has ever faced, and the realisation that it requires a systemic change can sometimes feel overwhelming. However, the urgency of the climate crisis is clear, and many actors within and beyond the textile industry are now mobilizing to address it.

This collective effort is creating new opportunities for synergies and collaboration, which is critical in order to transform the system we are part of. Through our work, we come across numerous impactful solutions and committed people tackling this issue. Their creativity, and ingenuity, are truly inspiring. All of this convinces me that the textile industry can transform and achieve net zero in a just and fair way. I also see a significant role for philanthropy in supporting this journey.

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