We’ve all seen those green labels claiming “100% Natural,” “100% Organic,” “Ethically Sourced,” “Earth-Friendly,” and so on. These labels are often prominently displayed on packaging, websites, and other business promotional materials. But how accurate are these claims?
Greenwashing refers to the excessive or inaccurate marketing of environmentally friendly practices without actually implementing the promoted actions. This includes exaggerated or false claims, the use of misleading labels, and the promotion of sustainable initiatives, which are ultimately negated by the ongoing harm being caused.
The fashion industry is a major contributor to environmental damage. According to a 2017 report from the Ellen MacArthur Foundation, it is responsible for 10% of humanity’s carbon emissions, which is more than the combined emissions of all international flights and maritime shipping. If the industry continues on its current trajectory, its share of the carbon budget could rise to 26% by 2050. These figures highlight the importance of taking a closer look at environmental claims made by businesses in the fashion industry.
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Eco-friendly or Just for Show?
Sustainable practices, originally intended to care for the planet, have now become trendy marketing tools to profit from shifting consumer preferences. Studies show that Millennials and Gen-Z feel more fear and anger about climate change than older generations like Gen-X and Baby Boomers. These younger generations care more about protecting the environment, and the best way to meet their expectations would be for companies to adopt real eco-friendly practices.
However, fulfilling their expectations requires extra steps, such as meeting stricter standards, undergoing inspections, and slowing down production, which can increase costs. To avoid these costs, many companies exaggerate or make false claims about their sustainability efforts to attract younger, environmentally conscious consumers.
Greenwashing has become a convenient way for companies to jump on the eco-friendly trend without committing to real change. Brands are eager to showcase themselves as part of the movement. By tapping into the values of Millennials and Gen-Z, companies use greenwashing to attract attention and increase sales.
Greenwashing Strategies to Look Out For
As fashion companies continue to use these misleading tactics, consumers need to know how to spot greenwashing and make better choices. The next sections will cover how to identify honest brands, key certifications to look for, and ways to make sustainable purchases. If you’re a fashion brand owner, it will also share tips on sourcing clothes from factories without risking your reputation.
Unclear Labelling and Claims
Labels like “100% Eco-friendly” and “Ethically Sourced” hold little value if they lack evidence to support their claims. To verify these labels, consumers should visit the company’s website and look for certifications or proof of compliance.
One important certification to look for is the ISO Certification, which ensures that textile manufacturers have systems in place to maintain product quality and ensure worker safety. Other certifications to consider are OEKO-TEX STANDARD 100, which guarantees that the fabrics are free from harmful chemicals and safe for human use, and LEED certification, awarded by the U.S. Green Building Council, which ensures that the facilities meet energy efficiency standards.
Ambiguous claims and labels often make it difficult for consumers to assess the real impact of a product or brand. Certifications, however, provide the necessary proof of ethical and sustainable practices. At Anoosha Apparel Sourcing, we prominently display our certifications on our website. This transparency reassures consumers that the company adheres to sustainable practices and avoids human rights violations.
Selective Collections
One of the biggest international fashion companies, Zara, faced a scandal in 2016 related to its “Join Life” collection. This collection was Zara’s sustainable line and was marketed as made from recycled wool, organic cotton, and other eco-friendly materials. However, the initiative did not receive the positive reception Zara had hoped for. Why were audiences unhappy with this effort?
Attempts at sustainability can quickly be overshadowed when other products in a brand’s lineup are produced in factories that fail to meet strict environmental standards. Fast fashion brands often focus on rapidly producing clothes to keep up with shifting trends. This results in the creation of low-quality clothes that are discarded just as quickly. Moreover, reports of child labor and human rights violations at various points in the supply chain have further raised concerns about the ethical standards in the fast fashion industry.
The environmental benefits of sustainability efforts in one collection are often canceled out by the pollution generated by the production and disposal of the other. Despite this, these brands invest heavily in marketing selective products as environmentally friendly, creating the illusion of eco-consciousness. In reality, these efforts contribute little to overall change.
Lack of Transparency
One of the key reasons greenwashing continues to spread is the lack of transparency in the fashion industry. Many fashion brands and textile production factories withhold critical information, such as the sources of their textiles, the working conditions in their factories, and the origin and efficiency of their machinery. Transparency about whether regular inspections are conducted internally or by external international organizations is also often missing. This lack of openness makes it difficult for consumers to evaluate the true environmental impact of these brands.
To verify their claims, start by visiting the company’s official website. Look for a dedicated section that provides details about their sourcing, production processes, and sustainability initiatives. Reputable brands often display certifications, such as ISO and OEKO-TEX, on their website. If the information is unclear or missing, consider contacting the brand directly to ask specific questions.
Taking these steps helps ensure that you are supporting genuinely transparent and sustainable businesses.
Conclusion
Greenwashing in the fashion industry points to a growing need for honesty and accountability. Consumers, especially younger generations, should take care to verify these claims by looking for certifications or solid evidence of ethical practices.
For businesses seeking garment manufacturers, it is essential to ensure that potential partners follow established sustainability and ethical standards. Misleading claims may attract attention initially, but they can result in long-term harm to a brand’s reputation.
By making informed choices and supporting companies that practice real sustainability, consumers can drive positive change within the industry. At Anoosha Apparel Sourcing, we are committed to transparency and ethical practices that reflect the values of today’s conscious consumers. Feel free to reach out for more details!
