What is greenwashing?
Greenwashing , It's the act of promoting supposedly ecological initiatives or products when in truth they are far from it. Not very honest, is it?
This marketing strategy is often used by companies looking to ride the eco-friendly wave without actually transforming their practices. Unfortunately, these practices have a negative impact on companies that want to change the industry by changing consumer habits.
How to spot greenwashing practices?
To spot greenwashing , you need to learn to spot the warning signs. Look for certifications like GOTS or PETA-Approved Vegan and make sure the information about materials and manufacturing processes is clear.
Certifications such as GOTS, PETA-Approved Vegan, and Fair Trade guarantee high ethical and sustainability standards. By looking for these certifications on your products, you can ensure a more informed choice.
To help you in your quest for sustainable products, here is a little reminder:
- PETA-Approved Vegan : This certification guarantees that a product or brand is 100% vegan, meaning it is cruelty-free and does not use animal materials.
- OEKO-TEX® : This label verifies that a textile does not contain substances harmful to human health or the environment throughout its 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 produced organically 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 friendly 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 life cycle, from raw materials to recycling.
- Fair Trade : This certification ensures that products meet social, economic and environmental criteria in their manufacture, promoting fair remuneration for producers.
Examples of greenwashing in fashion
Chinese fashion giant Shein is regularly criticized for greenwashing practices, hiding alarming environmental impacts behind sustainability-focused marketing. While the company has recently launched initiatives touted as eco-friendly, such as purportedly "sustainable" collections or collaborations with environmental organizations, these efforts are more like marketing tools than genuine environmental commitments.
In reality, Shein continues to promote a fast fashion model based on mass production and ridiculously low prices, incompatible with the principles of sustainability. The opacity surrounding its supply chains and social practices exacerbates the problem, reinforcing accusations of greenwashing. These campaigns aim to appeal to an audience sensitive to environmental issues, while distracting from the brand's destructive practices. A real transformation would require profound changes, well beyond 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?
Look to transparent companies, such as those that prioritize responsible materials and avoid air transport to reduce their emissions. Every purchase can have an impact.
Consume better for real impact
Greenwashing is hindering the transition to more responsible consumption. Learn how to spot and avoid greenwashing to support truly committed companies.
