What is greenwashing?
Greenwashing is a marketing strategy used by companies to make their products appear "greener" than they really are. This strategy can be used in a variety of ways, for example by using buzzwords such as "sustainable", "environmentally friendly" or "carbon neutral", without any real proof. Greenwashing is very popular among fashion companies, as it can be used to make their products more attractive and attract new customers. This means that consumers can often be misled into buying a product that isn't actually sustainable.
The origins of Greenwashing
The term "greenwashing" was first used in 1986 by environmentalist Jay Westervelt, who defined it as an act of deception regarding a company's environmental commitment, more specifically professionals in the hotel sector. Hoteliers proposed an initiative to save water and energy by encouraging their guests not to replace or wash their towels every day. However, this initiative was primarily motivated by financial reasons to reduce the hotel's operating costs.
Some examples of Greenwashing
1. So-called "Conscious" collections from major brands: In April 2020, a fashion giant released its "Conscious" collection, which claims to be made from sustainable materials such as organic cotton and recycled polyester. However, according to a Greenpeace report, only 7% of the materials used in the collection actually come from sustainable sources.
2. Fast fashion brands: these popular fast fashion brands often use buzzwords such as "eco-friendly" or "sustainable" without any real proof. While some of their products are made from sustainable materials, most are manufactured using conventional methods that have a significant impact on the environment.
3. Misleading labelling: Some fashion companies use misleading labels to make their products appear more sustainable than they really are. For example, some brands call their products "natural" when they actually contain synthetic materials.
4. Misleading advertising: Companies can also advertise that their products are made from environmentally-friendly materials, even if these claims are false.
A few simple tips to separate fraudsters from more honest companies
Realistically, no company today can be entirely green. Transporting goods often requires the use of vehicles, not all of which are yet electric. However, more and more companies are making efforts with the resources at their disposal to become greener. Here are a few key elements that all fashion brands that claim to be eco-friendly should have:
1. To make informed choices for the environment and your health, check the fabric composition of your garment by consulting the mandatory white label inside. Choose garments made from organic or recycled fabrics. If the composition of your garment is 20% organic cotton and 80% polyester (petroleum-based), it's neither environmentally friendly nor good for your skin.
2. Don't believe the cardboard labels attached to the product claiming it's eco-friendly, even if they use green or brown color codes. For accurate information on your product, we go back to basics: the white label inside the garment. By law, this label must provide precise information on the product's composition.
3. Brands that claim to have a low carbon footprint but whose products are predominantly made of polyamide cannot be called eco-responsible. This would be like considering a farmer who uses pesticides to grow his tomatoes to be eco-responsible just because he transports them by electric bike.
4. The term "eco-responsible" is used because of the small production quantities involved. Most manufacturing plants require a minimum MOQ (minimum number of pieces) for orders, which is usually 500 pieces per color and model. For a small/medium-sized brand, producing a collection can therefore be quite costly. It's misleading to regard this argument as an eco-label, since the decision to produce in small quantities is motivated above all by financial considerations. Unless the brand makes a long-term commitment to producing only small quantities, for example by limiting each new collection to 500 pieces per year, this aspect should not be presented as ecological.
Only through collective awareness and responsible consumer choices can we make real progress towards a greener fashion industry. Together, we can prevent greenwashing from invading our wardrobes and ensure that fashion companies invest in sustainable practices that benefit both people and the planet.