Straight to the point
Consumers everywhere are becoming increasingly conscious of the environmental impact of their purchases. This is especially true for the fashion industry, which has seen a significant shift towards sustainability and more ethical manufacturing processes.
As shoppers are demanding more eco-friendly and ethical fashion practices, brands are responding. However, with that positive shift also comes a rather unethical practice: greenwashing. Greenwashing is a deceptive practice which sees companies making false claims about, or exaggerating, how environmentally friendly their products are.
In this blog post, we’ll discuss what greenwashing is and what it looks like in the fashion industry, the negative consequences of greenwashing, and what governments are doing to hold brands accountable. We’ll also cover some tips for consumers to spot greenwashed claims in the fashion industry and continue to make responsible choices.
What is greenwashing?
Merriam-Webster defines greenwashing as “the act or practice of making a product, policy, activity, etc. appear to be more environmentally friendly or less environmentally damaging than it really is.”
The term was coined in a 1986 essay by environmentalist Jay Westerveld. In the essay, he claimed that the hotel industry’s practice of asking guests to reuse towels for the benefit of the environment was just a ploy to save money.
In short, it’s nothing more than a marketing spin aimed at making the public think they are making an environmentally-friendly purchase.
By doing things like exaggerating the sustainability of products, using misleading labels, or making vague claims, companies deceive shoppers without implementing any of the business practices required to substantiate those claims.
How greenwashing works in fashion
The fashion industry, particularly fast fashion, is notorious for its environmental impact and use of sweatshops. It contributes greatly to pollution, waste, and high water usage, and contributes up to 8% of global greenhouse gas emissions. This has naturally led to a negative perception in the minds of consumers. While some brands really do implement more sustainable and environmentally-friendly practices, others resort to greenwashing tactics to counteract consumers’ negative perceptions.
Greenwashing in the fashion industry might involve:
Misleading labels: Brands may use terms like “eco-friendly”, “sustainable”, or “green” without certifications or clear definitions of what these terms mean.
Vague claims: Companies often make broad, unsubstantiated claims about their impact on the environment.
Selective disclosure: Brands might highlight one environmentally friendly aspect of a product while ignoring other environmentally harmful practices.
False impressions: Using green imagery or eco-themed marketing campaigns to imply a commitment to sustainability.
The consequences of greenwashing
Greenwashing is not just unethical marketing it has significant consequences, not just for the environment but for businesses as well. Brands found guilty of greenwashing can have their bottom line seriously affected.
Consumer distrust: No one likes to be lied to, and by misleading well-intentioned consumers who want to make ethical purchasing decisions, consumers may feel cheated. This has an extremely negative effect on a brand’s image and reputation. Even if brands clean up their act, it can be very difficult to regain the trust of consumers.
Undermines genuine efforts: Greenwashed claims causes consumers to become skeptical around all sustainability claims. This is harmful for brands that are genuinely eco-conscious and working to reduce their environmental impact.
Environmental impact: It diverts attention from the urgent need for real environmental action in the fashion industry. Greenwashed products may cause consumers to make purchases that are harmful for the environment when they have been misled into thinking they’re exercising the most environmentally-friendly option available. Companies may also be less motivated to develop more sustainable products and services, knowing they can just make greenwashed claims.
Bottom line: Brands may experience decreased sales as consumers lose trust and seek more responsible options. Greenwashing can also have very real financial consequences in the form of companies being sued, or being liable to pay fines or penalties due to false marketing.
Efforts to hold brands accountable
The global fashion industry is on the brink of significant legislative changes aimed at addressing false sustainability claims, environmental harm, and human rights violations. Governments, particularly in the EU, are taking action to combat the widespread issue of greenwashing.
Brands that sell to the EU, the largest importer of clothing worldwide, are getting ready for new rules that will make them disclose their due diligence procedures.
The Corporate Sustainability Due Diligence Directive (CSDDD), which aims “ to enhance the protection of the environment and human rights in the EU and globally,” and the Corporate Sustainability Reporting Directive (CSRD), which requires EU business to report on the environmental and social impact of their businesses, have led to more brands sharing their approaches to due diligence.
But the fashion industry still faces challenges. While transparency in due diligence is improving, many brands do little more than the bare minimum required by regulatory agencies. And regulators are notoriously slow to implement change. For the industry to truly improve, consumers need to hold brands to an even higher standard and call them out for greenwashing practices.
If consumers boycott brands that employ greenwashing tactics, they’re sure to change their practices much sooner than they would as a response to regulation.
Spotting and avoiding greenwashed products
As a consumer, if you want to make more responsible purchases you need to educate yourself and learn to identify greenwashed products. Here are some tips:
Research brands: Before purchasing from a brand, look beyond their marketing claims. Do a little investigating on their website to see if they really practice what they preach. Look for information about their overall business practices and sustainability policy.
Look for certifications: Trustworthy environmentally-friendly and ethical certifications can be a good indicator of genuine sustainability efforts and ethical practices. Some reputable certifications in the fashion industry include 1% for the Planet, Fairtrade, Oeko-Tex, and the Forest Stewardship Council.
Be critical of claims: Keep in mind the words and terms that brands often use to greenwash their products. Be skeptical of words like “green” or “natural” and any claims made without any basis or proof.
Check the supply chain: Do research into how brands are sourcing their products. A truly sustainable brand will often be transparent about their supply chain.
Moving Forward
The path to true sustainability in fashion requires collective effort. Brands need to adopt genuine, transparent sustainability practices, and regulatory bodies need to enforce stricter standards and penalties for greenwashing. As consumers, our role is critical. By making informed choices and demanding transparency, we can steer the industry towards real sustainability.
Greenwashing in the fashion industry is a significant barrier to genuine environmental progress. As consumers become more aware and demand more from brands, it’s crucial to stay informed and critical of sustainability claims.
If you enjoyed this article, make sure to read about the importance of sustainability in the fashion industry.
