Greenwashing is the process of misleading consumers through marketing, in order to present products as sustainable + ethical.
A recent survey of British consumers reported recently that only 1 in 5 shoppers believe sustainability claims made by brands. Greenwashing is causing mistrust and confusion amongst consumers, and the overselling of environmental benefits of fashion might actually be slowing environmental progress down. So how can we spot greenwashing in fashion?
vague wording, ambiguous statements
Is a brand using fluffy language with no clear meaning? Shoppers deserve transparency, honesty + tangible evidence on how the brands they buy are working towards their sustainability targets. If the information isn’t readily available, ask questions - the proof is in the pudding!
the bad outweighs the good
Common with fast fashion labels is the ‘conscious’ collection; an individual item or line of items that are reportedly eco-friendly, yet exists as a tiny portion amongst the brands other products.