What I particularly like about the H&M Beach Store is that the location serves both the companies' mission of selling garments and also serves as a perfect place for consumers to reflect on water issues. The H&M Beach Store is a fantastic collaboration.
Implications - The green revolution has shaped the ethical decision making of youth consumers. This group is more likely to identify with brands that are socially responsible. Companies should partner with a non-profit organization to take advantage of this growing pattern.