Consumer demand, especially among Gen Z, is driving retailers and brands to embrace sustainability and keep the focus even in difficult years like 2020, sustainability managers from H&M and IKEA said during a session at NRF 2021: Retail's Big Show -- Chapter 1. "Gen Z has definite expectations about what a business is: It's not just here to provide an item, it's also here to improve the society and community in which it operates," H&M's Abigail Kammerzell said.