How to Spot Greenwashing in a World of Fast Fashion
Before we deep dive into Greenwashing, let’s talk about what it actually is. Greenwashing originated in the 1980s, the term was coined by environmentalist Jay Westerveld in 1986. Greenwashing is the process of misleading consumers. Usually, it’s a practice done by companies who don’t have a very good track record in terms of environmentalism and sustainability. They skip over the facts or even completely omit facts in order to present their products as eco-friendly and ethical to their consumers.
In recent years, some of the world’s largest companies have attempted to rebrand and reposition themselves as environmentally friendly and sustainable. For example, H&M’s “Conscious” pant collection is made with 98% cotton and 2% elastane. The same style of pant is sold outside of their “Conscious” line containing 100% cotton. So what’s wrong with this? Well, cotton takes an insurmountable amount of water to manufacture, so having 2% less cotton is considered “conscious” according to H&M. Unfortunately it’s nowhere near sustainable. Elastane is not a conscious alternative; it isn’t biodegradable and it is manufactured using toxic chemicals. Another popular clothing brand known for greenwashing is Zara. They have put out very vague sustainability claims. Zara launched their eco-friendly collections known as “Join Life” and pledged to stop using toxic chemicals by 2020. Much like H&M “conscious collection”, using materials like “organic cotton”, “recycled wool” and Tencel isn't enough to reduce their environmental impact when the vast majority of their clothing production remains disastrous for the environment.
So now that we have a better grasp of what greenwashing is and how companies use it to market their products to consumers, how do we go about spotting it? Most consumers don’t think to seek out this information and assume that because the label on their H&M jacket says sustainable or eco-conscious that it is in fact that. We’ve put together a check-list of things you can lookout for when shopping in order to spot greenwashing and make a conscious decision as a consumer.
Using suggestive imagery: think of green colours and leaves used to market an item.
A known non-environmentally friendly company launching a Green product: such as Tide releasing plant based detergent.
Vague wording: Zara’s sustainability mission statement.
No certification: often times, large accredited sustainable companies will have badges from Fair Trade, USDA Organic, Green Seal etc.
Lack of Proof: no evidence to backup their claims on sustainability or ethics.
Brand transparency is crucial in order for consumers to know what they are buying, where it is all sourced from and how it’s made. We firmly believe that with brand transparency comes the end of greenwashing. Our team here at FAUN strives to break down those barriers by inviting you in to see everything from start to finish, so that you can feel good about what you’re wearing.
If you are trying to quit fast fashion for good, but find it difficult, we have compiled other resources to help you become a conscious consumer. Check out our other blog posts for step-by-step guides that will help you along your journey to slow fashion and sustainable living!