You might be seeing brands using the terms “eco-friendly”, “sustainable”, “cruelty-free” etc. as marketing. Are these brands really doing what they are saying? Is the product truly sustainable?
Sustainable fashion has gained a lot of importance in the last few years, and this is because consumers are becoming more and more aware of the effects of fast fashion on the environment. It’s easy to write on a label that the cloth is eco-friendly and not to make one. This is why brands use these tactics to manipulate customers and gain more traffic.
Greenwashing in fashion is the act of falsely portraying a brand or product as environmentally friendly or sustainable. This can be accomplished using vague or deceptive language, the incorporation of “eco-friendly” symbols or imagery without supporting evidence, or by making false or exaggerated claims regarding a product’s environmental impact. Brands will use superficial initiatives to create a media image but, do little about the real environmental and social impacts.
Why does it matter?
It is important to be aware of greenwashing because it can lead consumers to make choices that they believe are better for the environment when they are not. It can mislead consumers to purchase products that might have a more negative impact on the environment. If consumers feel they cannot trust sustainability labels, they may become less motivated to make eco-friendly choices.
Also, to support brands that are truly sustainable, it’s crucial to hold greenwashing brands accountable. The significance lies in promoting transparency and encouraging businesses to adopt environmentally friendly practices that align with the more sustainable and responsible global marketplace.
Here are some of the ways you can spot greenwashing brands:
False Certifications:
Brands that are falsely advertising about sustainability, may also display misleading or unsubstantiated certifications or labels. Researching the certifying organization and its criteria to verify legitimacy is important. Look for certifications like GOTS- Global Organic Textile Standard, OEKO-TEX Standard 100, or Fair Trade. These certifications indicate that the clothing meets specific environmental and ethical standards.
Lack of Transparency:
Explore and support brands that are transparent about their sourcing, production process, and commitment to sustainability. Inconsistencies between a company’s actions and its marketing messages may indicate greenwashing. Greenwashing often lacks transparency, they have vague answers on their production and manufacturing process. Using vague and misleading words on the tags with no specific information is a common tactic most greenwashing brands use. Research the brand’s environmental track record and see if they have a transparent sustainability report. Authentic sustainable brands often publish annual sustainability reports or provide metrics demonstrating their progress in reducing their environmental impact. A complete absence of such reports may indicate a lack of accountability.
Research the brand before making a purchase:
When considering a purchase from a brand, it is always wise to gather more information about their sustainable products. You can learn more about them by visiting their website and checking out their story. Additionally, you can see if they have joined any campaigns by browsing their social media pages. Finally, reading reviews and ratings can help you get a better understanding of whether or not the brand is truly sustainable.
No Information on Material Sourcing:
A brand may assert the materials without specifying the percentage or origin of the recycled content, leaving consumers in the dark about the true environmental impact. The term “organic cotton” is frequently employed but without clear certifications or standards. To navigate the greenwashing landscape, consumers must seek detailed information on material sourcing, production processes, and the brand’s commitment to holistic sustainability.
Inconsistent Practices:
Greenwashing brands may promote a few sustainable products but fail to implement eco-friendly practices across their entire product range. Assess the brand’s overall consistency in sustainability efforts. A genuine commitment extends beyond a few tokens green products and is evident throughout the brand’s offerings. Authentic sustainable brands also look at their shipping policies, use of recycled packaging.
