The fashion industry, long known for its environmental impact, has recently seen a rise in claims of sustainability and eco-friendly practices. As more consumers become aware of the environmental footprint of their clothing choices, many brands have responded with marketing strategies that promise sustainability. However, not all of these claims hold up to scrutiny. Greenwashing—the practice of misleading consumers into thinking a brand or product is more environmentally friendly than it is—has become a growing concern in the industry. Understanding how to identify greenwashing and push for meaningful, transparent change is essential for those aiming to make more sustainable fashion choices.
The prevalence of greenwashing in fashion can undermine genuine efforts toward sustainability and make it harder for consumers to differentiate between brands that are committed to real change and those using eco-friendly claims as a marketing tool. To foster real progress in the fashion industry, it is important for consumers to be able to recognize when they are being misled and demand more accountability from brands.
Read also: The Fashion Revolution: Can Sustainability Keep Up?
What is Greenwashing?
Greenwashing refers to the practice of companies overstating or fabricating the environmental benefits of their products or business practices. In fashion, this might involve brands using vague terms like “eco-friendly” or “sustainable” without offering concrete details or evidence to support their claims. The term “greenwashing” combines “green,” referring to environmentalism, and “whitewashing,” meaning to cover up or misrepresent. As the demand for more sustainable fashion options grows, some companies have been quick to capitalize on the trend without implementing real environmental or ethical practices.
Greenwashing can be subtle, with brands offering misleading labels or focusing on small, inconsequential efforts to distract from larger sustainability concerns. It’s important for consumers to be aware of these tactics and learn to evaluate the authenticity of a brand’s sustainability efforts.
Signs of Greenwashing in Fashion
As the fashion industry adopts more environmentally friendly messaging, it is essential to understand how to spot greenwashing. Although some companies genuinely strive to make their practices more sustainable, others take advantage of the growing interest in ethical fashion without making significant changes.
Unsubstantiated or Vague Claims
A major red flag of greenwashing is the use of broad or vague language, such as “eco-friendly” or “green,” without any supporting details or specific explanations. Many brands promote these terms without clarifying what aspects of their business practices are actually sustainable. Without clear definitions or standards, these terms can be meaningless, and consumers are left without the information needed to make informed decisions.
For example, if a brand claims its products are “sustainable” but doesn’t explain how its materials are sourced, how its production processes minimize environmental impact, or whether its supply chain adheres to ethical standards, there is reason to be cautious.
Lack of Third-Party Certifications
A reliable way to evaluate a brand’s sustainability claims is to check for third-party certifications. Independent, recognized organizations such as Global Organic Textile Standard (GOTS), Fair Trade, and OEKO-TEX provide verified information on the environmental and social practices of companies. Brands that are genuinely committed to sustainability often seek out these certifications to provide transparency and proof of their efforts.
Brands that make bold environmental claims but lack any form of third-party verification should raise suspicion. Without external validation, it is difficult to assess whether a brand is genuinely committed to sustainability or simply using eco-friendly language as a marketing tool.
Focus on One Small Eco-Friendly Feature
Some brands may highlight a single small sustainable feature, such as using organic cotton or offering a recycling program, while ignoring more significant environmental and ethical issues. While using eco-friendly materials is a positive step, sustainability in fashion goes beyond the materials used. Issues such as water usage, waste management, labor practices, and carbon emissions also play crucial roles in determining whether a brand’s practices are truly sustainable.
If a company focuses only on one aspect of its products, such as a small part of the supply chain or a minor sustainable initiative, it may be distracting from other, more significant issues. Genuine sustainability efforts should address the entire production cycle, from raw materials to labor conditions and beyond.
Misleading Labels and Terms
Unregulated terms like “natural,” “green,” or “clean” are often used to market products as eco-friendly, yet these terms have no standard definitions or requirements. Without specific guidelines, these terms can be used loosely, and they often don’t indicate a meaningful commitment to sustainability. To determine if a product is truly environmentally friendly, consumers need to look for certifications that are backed by clear, verifiable criteria.
Beware of labels that don’t come with a clear explanation or standards, as they may be designed to exploit the growing demand for green products without offering real environmental benefits.
Exaggerating Sustainability Efforts
Some companies make exaggerated claims about the sustainability of their products or operations. This could include overstating the environmental impact of their production processes or claiming that they are “100% sustainable” without providing detailed explanations or proof. The complexity of achieving true sustainability means that no brand is likely to be entirely “sustainable” across every aspect of its operation. A more accurate approach is for brands to acknowledge areas of improvement while providing clear, realistic goals and progress reports.
When brands make sweeping claims without offering transparent information or timelines for achieving sustainability goals, consumers should question whether the company is genuinely dedicated to making a difference or simply trying to appeal to the growing trend of sustainability.
How Consumers Can Drive Real Change
Although the presence of greenwashing in the fashion industry complicates the decision-making process for eco-conscious consumers, there are steps that can be taken to promote genuine sustainability and demand real change from brands.
Demand Transparency
One of the most effective ways to combat greenwashing is to ask brands for greater transparency about their production practices, sourcing, and sustainability efforts. Consumers can demand specific details about where materials come from, how products are manufactured, and the conditions under which workers are employed. Brands committed to sustainability should be willing to provide this information and to explain how they measure and report their environmental and social impact.
If brands are unable or unwilling to answer these questions or fail to provide verifiable evidence, it may be a sign that their claims are not backed by meaningful action.
Support Brands with Verified Sustainability Practices
Instead of supporting brands that make vague or exaggerated claims, consumers can choose to support companies that are certified by trusted third-party organizations or those with a clear track record of ethical and sustainable practices. Brands that are genuinely committed to sustainability often provide detailed reports and set measurable goals for improving their environmental and social impact.
By supporting businesses that prioritize sustainability, consumers can help shift the industry toward more meaningful change. This approach sends a clear message that consumers value transparency and genuine sustainability efforts.
Embrace Slow Fashion
One of the most effective ways to reduce the environmental impact of fashion is to move away from fast fashion and embrace the principles of slow fashion. This movement encourages consumers to focus on quality over quantity, purchasing fewer, longer-lasting items rather than frequently buying cheap, mass-produced clothing. Slow fashion promotes ethically made, timeless pieces that can be worn for years, reducing waste and demand for disposable clothing.
Additionally, purchasing secondhand or vintage clothing is another way to minimize environmental impact, as it helps reduce the demand for new products and extends the lifespan of garments.
Read also: The Rise of Biofabrication: Sustainable Alternatives to Traditional Textiles
Moving Toward a Sustainable Fashion Future
The growing awareness of greenwashing in the fashion industry calls for both greater accountability from brands and more informed decisions by consumers. By demanding transparency, supporting brands with proven sustainability practices, and embracing alternative approaches like slow fashion, consumers can contribute to a more responsible and sustainable industry. As the demand for real change continues to rise, the fashion industry will be compelled to adapt and focus on genuine sustainability efforts that prioritize the environment, fair labor practices, and long-term impact.
