H&M replaces plastic bags with paper packaging for online sales

Fast-fashion retailer H&M has started using paper packaging for online orders in Singapore, Malaysia, and the Philippines. 

The initiative, which will see the use of FSC-certified paper that is reusable, recyclable, and compostable for new packaging, is a part of H&M’s circular packaging strategy, including goals that are aligned with the Ellen McArthur Foundation’s New Plastics Economy Global Commitment. 

The sustainable packages feature paper bags and boxes in different sizes, minimising the space taken up during transportation. Customers, after receiving their online orders, can take the paper packaging to H&M stores for recycling. 

“Sustainability is at the core of our business. Our ambition is to drive meaningful growth,” said Oldouz Mirzaie, regional manager of H&M South Asia and Pacific. “Decades ago, we democratised fashion, now it’s about democratising sustainability, making sure it’s a natural part of everything we do and making it easy for our customers to make that choice as well.”

It is yet to be improved since H&M needs to continue working on replacing the use of plastic throughout its logistics supply chain. However, the switch from outer plastic to a paper solution makes a great impact. The fashion retailer aims to reduce its packaging material by 25 per cent by 2025 and by using material-efficient packaging, eliminating unnecessary packaging, as well as reusing packaging. 

“This shift to paper packaging for online orders is another important step we’re taking towards our 2030 goal of having 100-per-cent recycled or other sustainably sourced material packaging,” Mirzaie added.  

Prior to the initiative, H&M had substituted plastic shopping bags in all its stores with a certified paper option. To further reduce unnecessary packaging, the brand has implemented a charge on their paper shopping bags in South East Asia through its “Let’s Reuse” campaign.

Last month, the fashion brand released a worldwide campaign to help inspire future generations about issues including social equality, sustainability, education and more.