How to Identify Greenwashing in Fashion Brands
As more and more consumers become aware of the environmental impact caused by fashion, the demand for sustainable eco-friendly clothing continues to grow. Brands that do not rise to the occasion are sure to suffer in the not-so-long run.
Countless responsible fashion brands have adapted their methods to suit the sustainability criteria. But unfortunately, many have not!
Such brands resort to greenwashing to lure in customers without making any changes to their production techniques. They claim to be clean and green, but these assertions could not be further from the truth.
Many buyers have picked up on these devious tactics and are committed to avoiding shopping from such brands. Many still need to learn how to do so.
Read on as we explain how greenwashing in fashion can be identified and avoided.
What is greenwashing?
Greenwashing is when a business markets itself as a sustainable brand and declares itself as eco-friendly without actually being so. Such businesses spend profusely on ad campaigns and marketing tactics to convince buyers that all their practices are sustainable.
These false claims allow them to retain or even gain some eco-conscious customers without needing to spend on changing their practices to reduce their environmental impact.
Examples of greenwashing in fashion
Brands resorting to greenwashing have various tricks up their sleeves. Here are some examples:
- Making vague environmental claims branding themselves as “eco-friendly” or “sustainable” without explaining what they actually mean.
- When they claim to use recycled materials for their apparel, it's often the case that only a small portion of their clothing line is actually made from recycled items.
- Their claim of being sustainable may be about one aspect of their business while other sides are ignored.
- They could be outright lying about their labour practices being ethical.
- They could have false certifications on display.
How to avoid greenwashing
Consumers and conscientious buyers must educate themselves on what makes a brand truly sustainable. This will help them identify and hence avoid brands that engage in greenwashing.
There are many steps consumers can take.
- Make sure the claims are verifiable
When a fashion brand advertises its products as "eco-friendly" or "sustainable" there need to be specific details or certifications to prove it. The company might use general terms like "natural" or "green" without explaining what makes the products truly sustainable.
If a fashion brand is truly sustainable, it will have certifications such as Fair Trade or GOTS to prove it.
- Do not fall for false certifications
A fashion company could be displaying fake or misleading certifications on its website or products, claiming to be certified by environmental organisations. However, there is a chance that such bodies either don't exist or have not granted certification to the brand. This ploy deceives customers into believing the brand is more sustainable than it actually is.
- Examine the supply chain
They could claim to be engaging in fair labour practices. However, to avoid being deceived check the supply chain. A brand could assert that its products are made using fair labour practices, but it needs to be investigated to see that there is no worker exploitation or poor working conditions in its factories.
There should also be transparency in how they have sourced their materials. Make sure that their manufacturing methods do not have a negative environmental impact.
- Assess packaging and materials
It needs to be ensured that the brand uses recycled packaging materials. Be wary of brands that tout their commitment to sustainability by using recyclable or biodegradable packaging for a few products, while the rest are packaged in plastic or other non-sustainable materials. The focus on packaging could also be used to divert attention from other unsustainable practices.
- Avoid greenwashing through the misleading use of sustainable materials
Some fashion brands claim to have "Green" collections made from eco-friendly materials. However, you need to ensure that it is true for the entire product line. Many brands resort to greenwashing by keeping only a limited number of “green” products on their racks while the rest are made using conventional harmful practices.
- Look out for hidden trade-offs
A company may highlight one sustainable aspect of a product while downplaying or ignoring other, less sustainable aspects. For example, a fashion brand might promote the use of organic cotton in a garment, but neglect to mention that the manufacturing process is highly polluting, or that the product is packaged in non-recyclable materials. Another fashion brand could be promoting its clothing as "biodegradable" or "compostable," but other aspects of the product, like dyes or packaging, may be far from sustainable.
In short, when assessing a brand's overall commitment to sustainability, look beyond marketing claims. Are they consistent in their practices? A truly committed brand will integrate sustainability into every aspect of its operations, from sourcing raw materials to manufacturing processes and packaging.
A brand that concerns itself with the sustainability of its products will also invest in innovation to reduce its environmental impact.
Look for brands that show a sincere commitment to sustainability rather than those that use it as a short-term marketing strategy.
FCA anti-greenwashing rule
The FCA has a new anti-greenwashing rule that aims to protect consumers from being deceived by businesses.
The Financial Conduct Authority (FCA) has confirmed new anti-greenwashing guidance that aims to ensure that sustainability-related financial products are accurately described. The rules, effective from May 31, 2024, are designed to protect consumers by providing clear labelling and transparency, particularly for sustainable investments.
This initiative underscores the importance of market integrity and helps consumers make informed decisions regarding sustainable investments.
Final word
There are many reasons why we all need to become eco-conscious and start adopting planet-friendly practices. But this transition will not be easy. We have all become so set in our habits and life choices that a complete turnaround will take quite an effort.
At the same time, deceptive practices by brands and businesses can be tricky to deal with.
Avoiding greenwashing in fashion requires a discerning approach. Be wary. Question the claims made by brands. And equip yourself with the knowledge needed to make the right choice.
Make informed choices and support truly ethical and environmentally responsible fashion brands, thereby pitching in to create a more sustainable industry.
