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How IKEA, H&M are answering the call for sustainability

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.

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