Greenwashing is a tactic that companies use to appear more sustainable than they actually are. These tactics may range from false claims, to being purposefully vague in their communications. It’s important that consumers know the tell-tale signs of greenwashing. If this was the case, it’s likely that companies would be less likely to greenwash as the fear of public reprisal would be greater.
Greenwashing is currently rife in the fashion industry and as mentioned there are many ways of engaging in it. For example, a company may produce a small range of products that are sustainable, and then use it to promote the whole company in this light. Another sign of greenwashing is the promotion of a ‘conscious’ collection that isn’t supported by facts or figures to substantiate the claims made. Companies may also create misleading labels and statement such as “shop and save the planet”. This leads consumers to believe that they are buying a product that isn’t having a negative impact on the environment, which certainly isn’t the case. Further, companies may be cherry-picking what information they choose to share. For example, companies may create a collection made from recycled and sustainable materials and label it as sustainable but fail to mention the low quality working conditions of their supply chain workforce.
Companies want to make consumers feel better about our purchases to increase customer loyalty. Sustainability and ethics have become increasingly important to fashion companies as consumers are increasingly become more aware.
So how do companies get away with greenwashing? Terms such as “ethical” or “eco-friendly” have no legal definition. Therefore, companies that use them cannot be held accountable for misusing them. With fashions carbon footprint larger than that of global international flights, greenwashing is just covering up the problem. Yet due to the lack of public awareness of what really happens in the industry, it’s shortcoming often go unnoticed.
Change needs to be pushed. In the US, a legislative proposal has been put forward in the form of the New York fashion act. This regulation aims to hold the state’s biggest fashion businesses more accountable for environmental and social matters. In spring of 2022, the New York Senator Kirsten Gillibrand introduced FABRIC, Fashion Accountability and Building Real Institutional Change, which addresses labour concerns and workers’ rights in the U.S. There is more to be done with regard to improving visibility of supply chain practises and working with suppliers to implement more renewable energy transitions, but it is a welcome start in the industry. More of which us as consumers would like to see in the next upcoming years.
In the UK the CMA is responsible for keeping companies in check when it comes to greenwashing. They’ve reported that 40% of green claims made online could be misleading, showing the scale of the issue. The CMA are able to fine business up to 10% of global turnover for consumer protection breaches. The CMA can impose this fine to business who falsely advertise products as ‘green’ or ‘sustainable’, as comes under consumer protection laws which prevent false advertising to consumers.
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