Scandinavian MIND

We sit down with Marcus Hartmann, Regional Head of Sustainability & Public Affairs at H&M North Europe, to unpack the fashion giant’s most recent sustainability report — and the company’s evolving strategy for reducing its environmental footprint.In this conversation, we discuss the realities behind overproduction, the promise and limits of resale, and why transparency is both a communications challenge and a business imperative. Marcus also shares H&M’s perspective on upcoming EU legislation and the role of collaboration in driving systemic change. In this conversation, we talk about:Why H&M is doubling down on transparency in its sustainability effortsThe significance of disclosing total production volumes — and what the numbers revealHow resale is growing, but still accounts for just 0.6% of turnoverWhy decoupling financial growth from resource use is a “tough cookie,” but non-negotiableThe technologies H&M is betting on — from AI to fiber-to-fiber recyclingHosted by Konrad Olsson, Editor-in-chief and founder of Scandinavian MIND—Scandinavian MIND is a media platform and branding agency operating at the intersection of lifestyle industries and tech. Sign up for our newsletter:www.scandinavianmind.com/newslettersConnect with our agency:www.scandinavianmind.com/agency

We speak to Staffan Olsson, Head of Public Affairs at GS1, about the recent developments in EU legislation affecting the textile industry, particularly following the introduction of the Omnibus Simplification Package in February 2025.What does this all mean? We speak to Staffan about:How the Omibus package affects key legislative frameworks CSRD and CSDDD How relaxations in reporting requirements may not diminish the overall sustainability ambition of the EU.Why data and traceability are essential for achieving sustainability goals in the fashion industry.How GS1 aims to inspire the industry to start preparing for sustainability and digitalisationHosted by Konrad Olsson, Editor-in-chief and founder of Scandinavian MIND—Scandinavian MIND is a media platform and branding agency operating at the intersection of lifestyle industries and tech. Sign up for our newsletter:www.scandinavianmind.com/newslettersConnect with our agency:www.scandinavianmind.com/agency

We are speaking with Achim Berg, founder of FashionSIGHTS, about the role of AI and technology in the fashion system, fashion as a wealth generator, and his advice to Nordic premium brands. FashionSIGHTS is an independent corporate think tank that aims to redefine thought leadership and advisory by transforming data, experience, and expertise into actionable insights.Achim is already an established thought leader in the industry. He worked for 24 years at McKinsey & Company, where he was instrumental in founding and leading the global Apparel, Fashion, and Luxury practice. In this conversation, we talk about:His observations for attending D-Congress in GothenburgWhy AI is a significant game changer for the fashion industryHow Fashion became the third largest wealth-generating industry after technology and financeHow to navigate technology and complianceHis advice to brands in the Nordic marketHosts:Konrad Olsson, Editor-in-chief and founder of Scandinavian MIND—Scandinavian MIND is a media platform and branding agency operating at the intersection of lifestyle industries and tech. Sign up for our newsletter:www.scandinavianmind.com/newslettersConnect with our agency:www.scandinavianmind.com/agency

We record directly from the biggest retail events in the Nordics, D-Congress in Gothenburg, where we have hosted several panel talks and arranged our first exclusive round table discussion with leaders from retail, fashion and the tech industry. Hosts:Konrad Olsson, Editor-in-chief and founder, Scandinavian MINDLinda Pimmeshofer, Founder, Change Retail—Scandinavian MIND is a media platform and branding agency operating at the intersection of lifestyle industries and tech. Sign up for our newsletter:www.scandinavianmind.com/newslettersConnect with our agency:www.scandinavianmind.com/agency

We explore how AI is transforming marketing, why brand books need to be rewritten for an AI-driven world, and what businesses must do to stay relevant as automation reshapes content creation and design.In today’s episode, we dive into the latest developments in AI-driven marketing and what they mean for brands, designers, and content creators.What happens when marketing activities are no longer executed by humans, but by AI agents?How should brand books be rewritten to guide AI-driven campaigns?And are we heading toward a future where even our ads are only seen by artificial intelligence?With AI reshaping everything from brand storytelling to performance marketing, companies need to rethink their approach to content creation, design systems, and audience engagement. We break down the insights from our latest research and discuss the implications for the future of branding.Hosted by:Konrad Olsson, Editor-in-Chief, Scandinavian MINDErik Olofsson Haavikko, Creative Director, Scandinavian MIND—Scandinavian MIND is a media platform and branding agency operating at the intersection of lifestyle industries and tech. Sign up for our newsletter:www.scandinavianmind.com/newslettersConnect with our agency:www.scandinavianmind.com/agency

We are speaking with Erik Vikander, co-founder and CEO of Wilgot, an AI-guided marketing platform that is redefining how content is created and scaled in the era of AI search.In this episode we talk about:How AI is disrupting the traditional search model.Why brands need to adapt to new consumer search behaviorsHow investing in content can improve marketing effectivenessAnd why the role of creative direction will become more important than everHost:Konrad Olsson, Editor-in-Chief, Scandinavian MIND—Scandinavian MIND is a media platform and branding agency operating at the intersection of lifestyle industries and tech. Sign up for our newsletter:www.scandinavianmind.com/newslettersConnect with our agency:www.scandinavianmind.com/agency