What is greenwashing?
Greenwashing, is the practice of promoting supposedly eco-friendly initiatives or products that are, in reality, far from it. Not very honest, is it?
This marketing strategy is often employed by companies seeking to ride the wave of the ecological trend, without genuinely transforming their practices. Unfortunately, these practices have a damaging impact on companies that wish to advance the industry by changing consumption habits.
How to identify greenwashing practices?
To spot greenwashing, you need to learn to identify the warning signs. Look for certifications such as GOTS or PETA-Approved Vegan and ensure that information on materials and manufacturing processes is clear.
Certifications such as GOTS, PETA-Approved Vegan, or Fair Trade guarantee high standards in terms of ethics and sustainability. By seeking them out on your products, you ensure a more informed choice.
To help you in your search for sustainable products, here is a brief guide:
- PETA-Approved Vegan: This certification guarantees that a product or brand is 100% vegan, meaning free from cruelty to animals and free from the use of animal materials.
- OEKO-TEX®: This label verifies that a textile does not contain substances harmful to human health or the environment, throughout its entire production chain.
- ISO 14001: An international standard that establishes criteria for an environmental management system, encouraging companies to reduce their ecological impact.
- USDA Organic: Awarded by the United States Department of Agriculture, it certifies that food or textile products are derived from organic farming and meet strict criteria.
- FSC (Forest Stewardship Council): This label guarantees that the wood or paper used comes from forests managed in a sustainable and environmentally responsible manner.
- 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 entire lifecycle, from raw materials to recycling.
- Fair Trade: This certification ensures that products meet social, economic, and environmental criteria in their production, promoting fair remuneration for producers.
Examples of greenwashing in fashion
The Chinese fashion giant Shein is regularly called out for greenwashing practices, concealing alarming environmental impacts behind communication centred on sustainability. Although the company has recently launched initiatives presented as eco-responsible, such as supposedly "sustainable" collections or collaborations with environmental organisations, these efforts look more like marketing tools than genuine ecological commitments.
In reality, Shein continues to promote a fast fashion model based on mass production and rock-bottom prices, incompatible with the principles of sustainability. The opacity surrounding its supply chains and social practices compounds the problem, reinforcing accusations of greenwashing. These campaigns aim to appeal to an audience sensitive to environmental issues, whilst diverting attention from the brand's destructive practices. A genuine transformation would require profound changes, far beyond mere communication.
How to avoid greenwashing as a consumer?
Ask yourself the right questions: are the certifications clear? Is the information verifiable? Is the production of the products transparent?
Turn to transparent companies, such as those that prioritise responsible materials and avoid air freight to reduce their emissions. Every purchase can make a difference.
Consume better for a real impact
Green washing is detrimental to the transition towards more responsible consumption. Learn to identify and avoid greenwashing in order to support companies that are genuinely committed.
