HEMA supports several initiatives that generate impact and fit with our core values. We’ve been working together with the Dutch Cancer Society (KWF Kankerbestrijding) since 2006. When customers hand in their used printer cartridges at our stores, they are making a donation to the Dutch Cancer Society, KWF. In 2018 we collected €12,000 in this way and donated it to KWF to fund cancer research and provide information about cancer to policy makers and the general public. In 2017, we collected a similar amount by accepting used printer cartridges. To celebrate the 25 year anniversary of Jip & Janneke at HEMA we launched a special collection of which the proceeds benefit the children’s projects of the Fiep Westendorp Foundation.
We developed T-shirts for Amsterdam Gay Pride for the COC, one of the Netherlands’ largest organisations for gay, lesbian, bisexual and transgender people. We donated the proceeds of these T-shirts to the COC. They used the funds to raise awareness in secondary schools.
Also, we entered a partnership with the Missing Chapter Foundation and we have our own Children’s Council. Pupils from primary school IKC Noordrijk advise us on some important matters. In 2017 we put the following question to them: How can HEMA help society?” The children shared their thoughts with the board and one of their recommendations was to do more to prevent food waste.
As a result we began a collaboration with the Netherlands Food Bank. As part of this we donated 700,000 cups of coffee to the Food Bank in January 2018 through our customer loyalty programme More HEMA.
cups of coffee donated to the Food Bank in 2017
donation to KWF in 2017
Dutch people have reading and writing difficulties.
HEMA is at the heart of society, and we see it as our role to make a positive impact on the world around us. That is why we are launching the HEMA Foundation in 2018.
The HEMA Foundation will work to promote an inclusive society, in which everyone can play an active role in daily life. The power of HEMA is that we are there for everyone, and that we develop products with a distinctive, unique design. These two strengths have the potential to make a significant positive contribution to society. This is why the HEMA Foundation will build upon these strengths.
Specifically, this means that the foundation will promote a topic every four years – related to the Sustainable Development Goals of the United Nations – that contributes to inclusiveness. Between now and 2022, the foundation will work to promote Language proficiency (tackling functional illiteracy). Being able to read and write well has a major positive effect on your daily life. However, 2.5 million people in the Netherlands experience significant difficulties. Across Europe, illiteracy affects 70 million people. Functional illiteracy is passed on from generation to generation. The HEMA Foundation will strive to break this vicious cycle by developing an effective family-based approach, in partnership with (literacy) organisations and other parties. The Foundation wishes to be an open source platform for collective experimentation, developing innovative concepts and forging connections. In addition, the HEMA Foundation will set up awareness campaigns to break the taboo around functional illiteracy, and will support literacy activities for both young and old.
The HEMA Foundation will also promote Inclusive Design. This involves developing products, services and systems that remove barriers experienced by people, so that everyone can play an active role in our society. The Foundation will work to make inclusive design a key principle in the design community. The goal is to create structural change in society. We will do so by being an open source platform, where the community can experiment and share best practices. The HEMA Foundation wishes to be an incubator for ideas and forging unexpected connections between players. In addition, we will offer emerging design talent a platform for products and ideas that promote inclusiveness, and will coach and support them in further developing their ideas.