Greenwashing in fashion: How to spot authentic sustainable brands
The issue of greenwashing within the fashion industry holds considerable significance, as it has the potential to mislead consumers who possess a genuine interest in shopping from and endorsing sustainable brands. Senthil Sankar, Managing Partner at EcoLine Clothing shares tips to assist us in discerning bona fide sustainable fashion brands in India and averting susceptibility to deceptive greenwashing tactics.
What is greenwashing?
Greenwashing is a strategy used by businesses to "look" more sustainable than they are. Greenwashing happens when a company makes claims that they are making something eco-friendly, sustainable or green without having sufficient evidence to back up these claims. This could entail making untrue assertions regarding environmentally friendly production techniques or even purposely presenting data in a hazy manner.
Why do brands greenwash?
Sustainability is a buzzword today as more and more customers are becoming environment-conscious. Big fashion firms naturally want to capitalize on that competitive advantage and attract more customers to shop ethically. While it takes time and money to integrate sustainability into every facet of a company, some businesses utilize marketing strategies to provide a more sustainable image rather than integrating sustainability into their business.
Check for supply chain transparency
Sankar advises seeking out brands that openly divulge comprehensive information regarding their manufacturing procedures, the materials they employ, and the geographical locations of their production facilities. "Additionally, take note of the presence of certifications or affiliations with organizations that vouch for their sustainability endeavors, such as Fair Trade, Global Organic Textile Standard (GOTS), or OEKO-TEX," he says.
Stay vigilant
Sustainable fashion brands place paramount emphasis on the utilization of eco-friendly materials. "As customers, you need to vigilantly examine brands that incorporate organic, recycled, or upcycled materials into their product lines," the expert says. Furthermore, read up and remain vigilant regarding their treatment of materials; brands resorting to toxic chemicals or dyes are unlikely to truly support or practice sustainability.
Assess ethical practices
According to Sankar, look out for brands that encourage consumers to embrace a philosophy of purchasing fewer items but investing in enduring timeless pieces. "Ascertain if they offer repair or recycling services to prolong the lifespan of their products. Moreover, delve into the subject of their labor practices," he adds. Brands that exploit inexpensive labor resources are improbable candidates for authentic sustainability.
Traceability and authenticity are the need of the hour
"Differentiating between genuinely sustainable and conventional products remains a formidable challenge. The root of this issue is the absence of a foolproof traceability system." "Recognizing the need for a unified and standardized approach on a global scale is of paramount importance," Sankar says. Picture a world where consumers can effortlessly scan a QR code to trace a product's origin, thereby fostering trust and accountability.
