What is greenwashing?
Greenwashing is the practice of promoting supposedly eco-friendly initiatives or products when, in reality, they are far from it. Not very honest, is it?
This marketing strategy is often used by companies seeking to ride the eco-friendly wave without genuinely transforming their practices. Unfortunately, these practices have a detrimental impact on companies that genuinely want to drive the industry forward by changing consumption habits.
How to spot greenwashing practices?
To spot greenwashing, you need to learn how to identify warning signs. Look for certifications like GOTS or PETA-Approved Vegan and make sure that information regarding materials and manufacturing processes is clear.
Certifications such as GOTS, PETA-Approved Vegan or Fair Trade guarantee high standards of ethics and sustainability. By looking for them on your products, you ensure a more informed choice.
To assist you in your quest for sustainable products, here is a handy guide:
- PETA-Approved Vegan: This certification guarantees that a product or brand is 100% vegan, meaning cruelty-free and without the use of animal-derived materials.
- OEKO-TEX®: This label certifies that a textile is free from harmful substances for human health or the environment throughout its production chain.
- ISO 14001: An international standard setting criteria for an environmental management system, encouraging businesses to reduce their ecological footprint.
- USDA Organic: Issued by the United States Department of Agriculture, it certifies that food or textile products come from organic farming and meet strict criteria.
- FSC (Forest Stewardship Council): This label guarantees that the wood or paper used comes from sustainably and responsibly managed forests.
- GOTS (Global Organic Textile Standard): A global certification for organic textiles, which takes into account the entire production chain, from raw materials to finished products.
- EU Ecolabel: A European label awarded to products with a low environmental impact throughout their life cycle, from raw materials to recycling.
- Fair Trade: This certification ensures that products meet social, economic, and environmental criteria throughout their manufacturing, promoting fair compensation for producers.
Examples of greenwashing in fashion
Chinese fashion giant Shein is frequently called out for greenwashing practices, concealing alarming environmental impacts behind sustainability-oriented communication. Although the company recently launched initiatives presented as eco-friendly—such as supposedly "sustainable" collections or collaborations with environmental organisations—these efforts act more as marketing tools than genuine ecological commitments.
In reality, Shein continues to promote a fast-fashion model based on massive production and rock-bottom prices, which are incompatible with the principles of sustainability. The opacity surrounding its supply chains and social practices worsens the issue, strengthening greenwashing accusations. These campaigns aim to attract an environmentally conscious audience while diverting attention from the brand's destructive practices. A true transformation would require deep changes, going far beyond communication.
How to avoid greenwashing as a consumer?
Ask yourself the right questions: are the certifications clear? Is the information verifiable? Is product manufacturing transparent?
Turn to transparent companies, such as those that prioritise responsible materials and avoid air transport to reduce their emissions. Every purchase can make an impact.
Consume better for real impact
Greenwashing undermines the transition to more responsible consumption. Learn how to spot and avoid greenwashing to support genuinely committed businesses.
