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H & M Project GreenThread

Selby Olson

Created on March 9, 2026

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Transcript

H & M Project GreenThread

Case Study - The Nightmares

Start

Project Charter

In Scope: Engage suppliers across 12 countries Transition 50% of fabric sourcing to certified/recycled materials Deploy a centralized digital planning system Train global staff on sustainability Launch a multi-channel marketing campaign

Purpose Statement: Implement sustainable sourcing, digital supply chain systems, and clear consumer communication to move H&M toward its 2030 climate-positive goal while strengthening efficiency and brand credibility.

Key Stakeholders: Helena Helmersson, CEO Anna Gedda, CSO Lars Andersson – PMO director Maria Kim – Supplier operations Johan Nilsson – IT systems Sofia Berg – Marketing 12 country retail managers

Out of Scope: Open new eco-stores IT upgrades unrelated to sustainability Expand into new geographic markets Product line changes not tied to sustainability

Objectives: 50% sustainable material sourcing by Dec 2026 100% digital planning adoption by Sep 2026 Train 95% of retail staff pre-launch 90% marketing reach within four weeks +10% lift in customer sustainability sentiment

Constraints: 250 million euros total budget Deadline: December 2026 Uneven supplier readiness across regions

Risks: Supplier delays – Medium likelihood, high impact IT integration failures – Low likelihood, high impact Greenwashing backlash – Medium likelihood, high impact Marketing budget overruns – Medium likelihood, medium impact

Assumptions: No major political or economic disruptions in supplier countries Stable regulatory environments Existing stores can support training without closures

Work Breakdown Structure

  • Grey Area Decision #1:
  • Supplier training remains inside 1.1 and is limited to supplier operational compliance only.
  • Retail staff training is handled under 3.0.
  • This prevents overlap between supplier training and staff training.
  • No grey areas here
  • Covers 100% of digital system scope from design → pilot → global rollout.
  • Grey Area Decision #2:
  • Retail staff training remains separate from marketing.
  • Marketing creates campaign content.
  • Training prepares employees to explain sustainability accurately.
  • This prevents overlap between:
  • Campaign messaging (4.0)
  • Employee preparedness (3.0)

Work Breakdown Structure

Gantt Chart

Scope Baseline

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