The Red Flags Of Greenwashing

Do you ever set out on a shopping spree and wonder if you’re being greenwashed while you read garment labels or fancy green boards? You’re not alone! Greenwashing is a super common phenomenon as pressure mounts on fashion brands to become more conscious. While some might take this as an opportunity to take stern steps towards a green business, some also resort to shortcuts by greenwashing i.e. misleading consumers into believing their products are sustainable and ethical. Here’s how to spot the red flags!

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Broad Or Vague Phrases

The most common greenwashing practice is using labels associated with sustainability to categorise a garment or to justify sustainability. But any claims of a product being ‘green’, ‘consciously made’, ‘made with recycled materials’, ‘all-natural’ are rendered pointless if the same isn’t backed up with facts or relevant information.

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Not Meeting Sustainability Goals

Sustainability goals have become a big part of every brand’s plan today. This comes from huge amounts of pressure from consumers who continue to demand a change in ways. But these goals fail to prove a point if the brand doesn’t meet them. Go back into the brand’s goal history to make sure it sticks to its sustainability promises.

Passing Off Minimum Requirements As Sustainable Initiatives

Is a brand claiming CFC-free packaging or zero single-use plastic? Most CFCs and single-use plastics have been banned in the country, with a lot more joining the banned list by June this year. This means a lot of these ‘sustainable highlights’ are minimum requirements and not something a brand is going the extra mile for.

Pace And Scale Of Production

A separate line of sustainable products makes no sense if a brand continues its ways of mass production and harmful production processes. This is where a lot of fast fashion labels come into the picture. The problem with fashion has a lot to do with mass production, as much as mass consumption as it leads to excess waste in the process.

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One Dimensional Approach To Sustainability

Not addressing all fronts when it comes to sustainability is very common. If a brand highlights its efforts to source better eco-friendly materials without any mention of how ethically the same are being sourced or without any mention of any plan to improve production processes, it doesn’t do much for overall sustainability. Sustainability requires a multi-dimensional approach from every business when it comes to the bigger picture.