Ugly Green Spot
How To Spot Greenwashing Tactics
Greenwashing in Fashion: A Threat to True Sustainability
Recently, the fashion industry has been under scrutiny for its environmental and social impact. In response to growing consumer demand for sustainability, many brands have begun to position themselves as eco-friendly, ethical, ‘green’ and sustainable. However, not all claims are genuine. Many companies exaggerate or fabricate their sustainability efforts to appear more environmentally responsible than they actually are. This misleading marketing tactic not only deceives consumers but also undermines genuine sustainability efforts within the industry.
What is Greenwashing?
Greenwashing occurs when companies use vague, misleading language or make superficial changes to create the illusion of sustainability. This can range from using eco-friendly buzzwords without real action, to highlighting a small sustainable initiative while ignoring broader harmful practices. Examples include:
Vague or misleading terminology – Terms like "eco-friendly," "conscious," or "green" without any clear criteria or verifiable certifications.
Token sustainability initiatives – A brand may introduce a small sustainable collection while the majority of its production still remains harmful to the environment.
False certification or unverified claims – Misuse of third-party certifications or self-made sustainability labels that lack credibility.
Focus on a single green aspect – Promoting one sustainable feature (e.g. recycled packaging) while ignoring major environmental issues like carbon emissions or water pollution.
Hiding unethical practices – Highlighting eco-friendly materials while still relying on exploitative labour practices.
Why is Greenwashing Harmful?
Greenwashing has serious consequences for both consumers and the planet. By misleading consumers, it takes attention and money away from genuinely sustainable brands. This creates a false sense of progress and slows down meaningful industry-wide change. Greenwashing erodes trust in sustainability claims, making it harder for eco-conscious consumers to distinguish between genuinely responsible companies and those using sustainability as a marketing ploy.
How to Identify and Avoid Greenwashed Brands
Eco-conscious consumers and businesses alike must stay informed to combat greenwashing. Here are some ways to identify and avoid misleading claims:
Look for transparency – Genuine brands provide detailed information about their supply chain, materials, and sustainability initiatives with measurable impacts.
Check for third-party certifications – Certifications like GOTS (Global Organic Textile Standard), Fair Trade, and OEKO-TEX are reliable indicators of sustainable practices.
Scrutinise vague language – Be wary of terms like "natural," "eco-friendly," or "conscious" unless accompanied by verifiable data.
Investigate the company’s overall impact – If a brand promotes one sustainable initiative while being silent on key issues like emissions or fair wages, it may be greenwashing.
Follow sustainability watchdogs – Organisations like the Fashion Revolution and Good On You assess brands' ethical and environmental performance.
The Role of Regulation and Accountability
To eliminate greenwashing, governments and regulatory bodies are stepping in with stricter guidelines. The EU Green Claims Directive and the UK’s Competition and Markets Authority (CMA) guidelines now require brands to provide evidence-based sustainability claims. Companies must also take responsibility by ensuring their sustainability claims are backed by data, integrating transparency into their business models, and prioritising real change over marketing gimmicks.
Conclusion: Demand Authentic Sustainability
The fight against greenwashing is crucial for the future of sustainable fashion. Consumers have the power to demand transparency and accountability by supporting brands that prioritise real sustainability over empty claims. Likewise, fashion brands must go beyond surface-level initiatives and integrate sustainability into every stage of their operations. Only through genuine commitment can the industry move towards true environmental and ethical responsibility.
