Dive Brief:

• H&M last week released its sustainability report for 2014, which details several steps it’s taking to be environmentally and socially responsible. 

• The report includes the retailer’s efforts in using organic cotton, recycled polyester, and other eco-friendly source materials in its H&M Conscious lines, as well as other steps like using electricity more efficiently.

• The retailer also provides details on how many women are in its workforce, including higher up in the company, discusses other labor issues like collective bargaining, notes its animal-welfare stance, and says it’s working with its suppliers on living wage, environmental impacts, and other issues.

Dive Insight:

The fact that H&M’s most sustainable lines are labeled “H&M Conscious” is the real story here — the retailer’s high-production, high-turnover, low-priced fast-fashion approach makes it nearly impossible to sustain its overall business while also taking the kinds of steps necessarily to foster sustainability as a whole. And while the report discusses labor issues, there isn’t much emphasis on the troubles seen in overseas factories.

Any steps taken to improve in these areas are welcomed by most, but it’s not clear how much consumers who care about these issues — especially the younger people who are also among H&M’s most important shoppers — will appreciate it’s fractured approach to sustainability. Many of those consumers say this issues are important to them, but they continue to flock to H&M’s stores thanks to its fashion sense and low prices.