While some brands are genuinely striving to make more environmentally conscious decisions, others are cashing in on the ‘sustainable boom’ and greenwashing to sell more clothes.
These days it seems like every product on the market is “green” or “environmentally friendly” or “sustainable” and while some brands are authentic, others are ‘greenwashing’. Greenwashing occurs when brands use misleading and false claims to suggest they’re doing more for the environment than they actually are. Consumers are finding it harder than ever to navigate through the green sheen and invest in credible, authentic brands.
Here are some of the tell-tale signs to look out for so you can dodge greenwashing for good.
1. Useless initiatives at head office
“We’ve totally committed ourselves to the environment and even have SOLAR PANELS on the headquarter's roof”- says Karen from head office sipping on her organic green matcha latte. That’s great Karren… but clearly not enough, as this is the largest source of carbon emissions.
The supply chain should be one of the first things companies address in order to reduce their carbon footprint. Before they boast about their in-house veggie patch, brands should be taking a look at production facilities, transport and shipping methods and the eco-friendliness of materials sourced.
2. Recycled and minimal packaging
Be careful with brands who boast minimal, recycled, or ‘recyclable’ packaging, while a nice gesture this does NOT make up for production processes that cause huge amounts of waste and pollution. ‘Green’ packaging initiatives are often used to distract you from bigger issues.
3. Distracting with words and detracting from numbers
One of the best ways to check for greenwashing is to look for figures that can support claims rather than accepting them as truth. Brands should have measurable targets available to customers, if they claim they're ‘eco-friendly’ do they state what percentage of their products are made with recycled materials?
Brands that are genuinely committed to sustainability are setting goals that are measurable and can be backed by science.
4. Lack of Transparency
While brands may be generous with information about suppliers, you’ll find there’s less transparency about the actual treatment of their factory workers.
Check out Fashion Revolution’s Transparency Index, a great resource that fact checks big fashion brands, and takes a magnifying glass to supply chains and product lines to look at social and environmental impact. So next time you’re thinking about that Zara jacket you’ve had your eye on, scan through the index.
5. No certification
Certification is key! Check brand’s claims against industry standard certifications. Some main ones to look out for include
Cradle to Cradle-which are awarded to products that are biodegradable and/or compostable
Fair Trade Textiles Standard-which ensures workers are being protected throughout the supply chain
Global Organic Textile Standard- ensures certified organic cotton
Organic Content Standard- ensures certified organic cotton
The Verdict
Sustainability is not limited to what your dress is made of, it touches every aspect of the design process and should be integrated in all stages from idea generation, manufacturing, shipping and sales. So, watch out for buzz words, look to see if brands tomorrow can back up claims made and check for certifications. Happy shopping!
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