Greenwashing in Fashion: Spotting and Avoiding Deceptive Practices
Read more about fashion giant, H&M’s unsubstantiated sustainability claims, via The Fashion Law, here.
In recent years, there has been an increased emphasis on sustainability and ethical practices in the fashion industry. However, with the rise in consumer demand for eco-friendly fashion, some brands engage in deceptive practices known as greenwashing. In today’s post, we'll explore what greenwashing is, how to spot it with fashion brands and provide you with essential tips to avoid falling for greenwashing scams when shopping for clothes.
What is Greenwashing?
Greenwashing refers to the misleading or exaggerated green claims made by brands to portray themselves as more environmentally friendly or sustainable than they actually are. It is a marketing tactic used to attract eco-conscious consumers without a genuine commitment to sustainable practices throughout their business model, supply chain, and operations.
Signs to Spot Greenwashing
Vague or Ambiguous Terminology
Pay attention to vague terms like "eco-friendly," "natural," or "green" without specific details or certifications to back them up. Look for specific claims and transparent information about a brand's sustainability efforts. If you see these words on a product, check the product description for more information about what ingredients or fabrics are used. An item will never be “eco-friendly” and 100% new polyester, for example.
Lack of Transparency
Brands committed to sustainability often provide transparent information about their practices, including their raw materials, sourcing, manufacturing processes, and certifications. If a brand is hesitant to share such details, it may be a red flag. Look for this information in the main navigation or footer of the brand’s website, usually under terms such as “Sustainability” or “Our Practices”.
False Certifications or Labels
Be cautious of unverified or self-awarded certifications and labels. Look for reputable third-party certifications like GOTS (Global Organic Textile Standard) or Fair Trade certifications, which ensure stringent sustainability and ethical standards. Learn more about different certifications here.
Overemphasis on a Single Sustainable Aspect
Greenwashing often involves highlighting one sustainable aspect, such as the use of organic materials while neglecting other important factors like labor conditions, carbon emissions, or textile waste management. Genuine sustainability encompasses a holistic approach. If your t-shirt used organic cotton—but was then dyed with harmful chemicals and sewn in a factory that doesn't pay fair wages to its employees—the brand is still missing the point.
Contradictory Actions
Examine a brand's overall practices. If a company claims to be sustainable but engages in fast fashion practices like frequent collections, excessive discounts, or wasteful packaging, it may be an indication of greenwashing. A brand cannot be sustainable while also releasing new items every. single. day.
Tips to Avoid Greenwashing
Educate Yourself
Stay informed about sustainability standards and certifications to better understand what to look for in a genuinely sustainable brand. Familiarize yourself with reputable organizations that verify sustainability claims.
Research Brands
Before making a purchase, research the brand's sustainability initiatives, certifications, and supply chain transparency. Look for reports, articles, or reviews that discuss their practices. Social media platforms can also provide insights through consumer discussions.
Read Labels and Materials
Pay attention to fabric labels and materials used. Look for certifications like organic cotton, recycled polyester, or responsibly sourced or recycled materials. Familiarize yourself with eco-friendly materials to make more informed choices.
Consider Brand Reputation
Reputation matters. Look for brands that have a track record of sustainability efforts, engagement with communities, and transparent reporting. Trusted ethical fashion directories or databases can help you discover reliable brands. One of our stylists’ favorite aggregate websites for this is called Good On You.
Support Slow and Sustainable Fashion
Opt for quality over quantity. Invest in well-made, timeless pieces that will last longer and have a lower environmental impact. Choose brands with transparent supply chains and fair labor practices.
Greenwashing is outright deception that can mislead consumers who genuinely want to support sustainable fashion. By understanding the signs of greenwashing, researching brands, considering certifications, and supporting ethical and transparent companies, you can make more informed decisions and avoid falling victim to false claims. Remember, your purchasing power can drive positive change in the fashion industry by supporting brands that genuinely prioritize sustainability!
If you’re looking to make the switch to sustainably-made clothing, our style experts are here to help.