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Greenwashing in Fashion Industry

What is Greenwashing? Which fashion brands are involved in greenwashing? How does it play a role in the fashion industry? You might have observed that the globe has become more environmentally friendly in recent years. However, you may have fallen prey to greenwashing if you've ever bought something only because the packaging claimed to be "natural" or was made from recycled materials. What is Greenwashing? Greenwashing as a term only recently became part of American business vernacular in 1989, according to Merriam-Webster. TerraChoice, a Canadian-based environmental marketing agency, defines greenwashing as “the act of misleading consumers regarding the environmental practices of a company or the environmental performance and positive communication about environmental performance”. You can also define greenwashing as the act of making a brand look more environmentally friendly than it is. It could involve shady marketing tricks and misguided PR stunts. However, when it comes to environmental impact, the fashion industry ranks high. Brands in the fashion industry are trying to cultivate an image of environmental friendliness despite not being environmentally conscious. It's simpler to win over customers and increase revenue without investing in more efficient production methods. According to Cone's Green Gap 2008 poll, 40% of American customers choose eco-friendly goods over their non-green counterparts. Green products are in high demand, but many fashion brands still engage in deceptive greenwashing. They can't or won't provide what eco-conscious buyers require. Even now, companies frequently mislead customers about the effect their products have on the environment. When compared to rivals, they'd like to be seen as more innovative, which could help them stand out from the crowd. The result would be more sales and a more favorable reputation from buyers. Consumers are prepared to pay a premium for products made with sustainable processes, making it a lucrative investment for businesses to go green. Fashion brands on the other hand use greenwashing to improve their public image and increase their sales. They typically make claims about environmental benefits without providing evidence. It is common practice to label an entire outfit as "natural," "bio," "organic," or "recycled" when in fact just only a tiny amount of the fibers used were of this type. How can I tell if a fashion brand is trying to "greenwash" me? The first step is to learn as much as possible about the product you intend to buy. Check the label before you buy any clothing. Check out the material it's produced of. Is it made from conventional cotton, viscose, lyocell fibers, or 100% polyester? The problem here is, it does not depend on which material is used, almost all materials can have a sustainable aspect, that is the reason why greenwashing is so easy and at the same time so hard to recognise. Each material has its ecological footprint, giving you the freedom to pick the one that best suits you. Be on the lookout for badges and certificates, like the Global Organic Textile Standard accreditation, on the label that verifies the authenticity of the garment's sustainability promises. An additional swing or a QR code can be added to provide even more information about the clothing's production process and its environmental impact. Marketers faces two big issues with greenwashing: Miscommunication has a heavy cost. Regulators, activists, non-governmental organizations (NGOs), investors, and customers will analyze statements and take action. According to a European Commission website review, half of green claims lack evidence. Aside from legal action, unfavorable word of mouth, bad press, and loss of brand equity, one of the most significant business risks is that customers will switch to competitors. This will have an impact on the brand and the capacity to attract and retain people. Paralysis is significantly more expensive. Despite genuine efforts to become more sustainable, some businesses are stuck by their fear of greenwashing and choose not to communicate. Firms that do not speak about their environmental, social, and governance efforts miss out on brand benefits and risk slipping behind other promoters. Conclusion All businesses, the fashion sector, in particular, need to be concerned about the spread of misleading environmental claims about their product. They are detrimental to the market as a whole and make customers distrust their sustainability claims. Realising the effects of our purchasing habits on the environment, other people, and other animals is an important responsibility for consumers. Also, fashion companies need to play a transparent social role and make the fashion industry more eco-friendly. /// Speaker: Allison /// thumbnail, footage: depositphotos.com/Feltmountain (hand, leaf) & depositphotos.com/olly18 (woman, dress)