Karl-Johan Persson, the CEO of fashion giant Hennes & Mauritz (H&M), said that a growing movement that shames consumers represents a very real social threat.
Persson who is the son of the brand’s billionaire chairman, was speaking out as a pattern of shaming that was initially targeting air travellers spread into more industries, including his.
The movement recently gained more traction as Swedish teen activist Greta Thunberg inspired millions of people across the globe to take to the streets and voice their anger over what she says is a climate crisis.
During an interview with Bloomberg, Persson first took on the issue of air travel, which contributes to about 2.5 per cent of the total global emissions every year.
He said, “Activists and protesters are encouraging people to engage in fewer polluting behaviours, which includes consuming and flying. Yes, that may lead to a small environmental impact. But it will have terrible social consequences. Climate change is a huge threat and we all need to take it seriously – politicians, companies, individuals. At the same time, the elimination of poverty is a goal that’s at least as important.”
Persson is an important figure in the US $ 2.5 trillion fashion industry, which has come under increasing scrutiny amidst all concerns about pollution.
Weighing in on the matter, the United Nations Economic Commission for Europe said that part of the problem is that consumers have been gripped by an ‘era of fast fashion’ that has led to an ‘environmental and social emergency’.
According to the UN, the clothing industry is responsible for about 10 per cent of global greenhouse gas emissions and consumes more energy than aviation and shipping combined.