Has your wardrobe been ‘greenwashed’?
KATIE WRIGHT finds out how to make sure you really are making sustainable fashion choices
AS world leaders gather at COP26, the UN Climate Change Conference in Glasgow, fashion’s big brands have been ramping up their sustainability efforts.
Last month, ASOS announced a new goal to achieve a net-zero impact on the environment by 2030, while Primark revealed its clothes will be made using recycled or “more sustainably sourced materials” by the same year.
According to a report by the Ellen MacArthur Foundation and the Circular Fibers Initiative in 2017, “total greenhouse gas emissions from textiles production, at 1.2 billion tonnes annually, are more than those of all international flights and maritime shipping combined” – so change is important.
But while sustainability initiatives by so many companies sound impressive, how can you tell which ones will really make a difference – or if some of them are guilty of ‘greenwashing’?
What is greenwashing? “Greenwashing is deployed by brands to appear more sustainable than they actually are, typically relying on inaccurate, unsubstantiated, and misleading claims that deepen consumer confusion and derail the genuine sustainability efforts made by industry players,” says Philly Grogan, fashion and textile specialist at Eco-Age.
Producing one ‘eco-friendly’ capsule collection a year isn’t going to offset the environmental effects of churning out millions of garments and shipping them thousands of miles across the globe, for instance.
What do retailers say? Commenting on Primark’s new sustainability strategy, a spokesperson said: “This strategy has been developed over the last 18 months and builds on the work we have done over the last 10 years to become a more sustainable business.
“We have set out deliberately stretching ambitions that will have the biggest positive impact on the planet and the lives of those who make our products – especially given the size and scale of our business.
“However, because these reaching commitments will fundamentally transform our business and the way we make our products, driving through these changes will take time.”
Simon Platts, responsible sourcing director at ASOS, says it has made ‘be transparent’ one of its four key ‘fashion with integrity goals’.
“We already declare the manufacturing level of our supply chain and have been praised for transparency in our modern slavery statements, for example.
“But we know there’s so much more for us to do to engage and empower our customers with the information they need to make informed decisions for people and planet.”
How to avoid greenwashing: Eco-Age’s Philly Grogan offers her advice.
Watch out for vague wording: “Many fast fashion brands’ marketing strategies rely on vague buzzwords such as ‘eco-friendly’, ‘natural’, and ‘green’, but what do these words actually mean? “The most reliable sustainability communications will focus on specific details instead of relying on vague wording,” she says.
Check the facts: “Sustainability claims can only really be trusted if they are based on sciencebased evidence, preferably verified by a third-party.
“At Eco-Age, we work with our clients to ensure sustainability claims can be verified through evidence and fact.”
Don’t buy into selective sustainability claims: “How many times have you seen fossil-fuel fibres flaunted as ‘sustainable’ just because it’s vegan? Or a brand claiming it is sustainable because it uses recyclable packaging?
“Consumers should consider what they are being told about all aspects of the supply chain. The most robust sustainability claims are made against a backdrop of regular sustainability reporting with science-based targets in place to demonstrate measurable and continuous progress.”