H&M employees and customers are being called upon to highlight three global issues that the fast fashion retailer will support, using SEK500m (£48m) from the Stefan Persson family.
Starting tomorrow (October 22), voting will be open at makeadifference.hm.com on topics including clean water, education and poverty.
Persson, whose father founded H&M and is the chairman and main shareholder of the retailer, is the father of current chief executive Karl-Johan Persson, who said: “It is our responsibility to make a positive impact in the communities where H&M operates.
“Now we invite our employees and customers to tell us what they think the H&M Conscious Foundation should support. This will guide us to understand what issues are of concern to a large group of people across the world”.