Greenwashing: What is it and how can you spot it?
Today’s consumer has become increasingly interested in sourcing more sustainable options. Lyst’s 2020 Conscious Fashion Report discovered a 37% increase in sustainability-related search terms in 2020 compared to previous years. Meanwhile, greenwashing has become an all too common practice for many brands seeking to boost sales and brand loyalty within their market by misleading consumers looking for more eco-friendly options. The issue with this problematic practice is that brands who partake in greenwashing spend more time and money on marketing and advertising that tout the virtue of their environmental efforts than they do on actually implementing policies and practices that protect our planet. That’s the bad news. The good news is, there are many ways to spot greenwashing in time to redirect your money elsewhere. Here are some telltale greenwashing signs you can look out for!
#1: They keep it vague
Brands that use a barrage of vague buzzwords in their marketing should raise some red flags in the minds of conscious consumers. Remember, many of the terms that surround the sustainable fashion movement don’t actually mean all that much. Take, for example, the word ‘sustainable’ itself. From an environmental and social perspective, sustainability means meeting our own needs without compromising the ability of future generations to meet their own needs. The term is incredibly subjective and there is little regulation around how and when it can be used. So, if a brand suggests that their products are sustainable ask them what they mean by that and see if they can provide a thoughtful answer.
#2: They lack transparency
Speaking of asking questions, you can tell a lot about a brand based on how they answer questions consumers pose about their policies and practices. Transparency allows consumers to hold companies accountable and accountability leads to change. So, in order for a brand to be truly ethical, it is crucial that they also be transparent with their customers and society at large. Next time you see a brand talking about their brand new ‘sustainable’ line of clothing ask them exactly what makes the clothing sustainable and see how well equipped the company is to answer that question.
#3. Their environmental initiatives are narrow
Corporate ethics is an incredibly nuanced area. With each product or service provided, a company that seeks to be ethical needs to consider both their environmental and social impact. A brand that uses a sustainable fabric for a limited clothing line and mounts a widespread campaign to promote it while continuing to carry out the rest of the business in an unsustainable way is misleading its consumers. Again, this is a great time to take the initiative and ask the company in question to expand. Will they move towards creating the rest of their clothing with sustainable fabrics? Where were the products manufactured? See if this is just another attempt at greenwashing or if the brand in question has done some deep thinking about sustainability.
#5. They don’t have a third-party certification
It is not necessary for a brand to have a third-party certification in order to be sustainable, however, it is definitely a great stamp of approval that consumers can look for. Businesses can obtain certifications from third parties like the Institute for Green Business Certification, a Canadian organization. In order to obtain the Institute for Green certification, companies must meet environmental standards, including compliance with environmental regulations and implementation of measures to save energy. If you’re on the hunt for a sustainable option, checking which companies have these types of certifications can be a great place to start.
Greenwashing is an unfortunate side effect of the increasing consumer demand for more sustainable options in many different industries. However, ultimately, a great amount of power lies with the consumer to reward truly ethical companies with transparent practices and policies. Remember…
“Every time you spend money, you're casting a vote for the kind of world you want.” - Anna Lappe