Ways To Spot Greenwashing
1. Look for numbers, not words
The easiest way to work out whether brands are greenwashing is by looking for figures that support their claims, rather than taking them at face value. Companies use words such as ‘sustainably made’ or ‘eco-friendly’ what percentage of their products are made with recycled materials?
2. Natural isn’t always more eco-friendly
Natural materials such as viscose, rayon and bamboo are promoted as eco-friendly, but it depends on how they’re sourced. For example, 150 million trees are cut down for viscose production every year, according to Canopy. “Viscose is responsible for deforestation, unless it comes from a certified source,” explains Orsola de Castro, founder of campaign group Fashion Revolution.
Meanwhile, bamboo is a fast-growing fibre but it’s sometimes grown with pesticides and chemicals are often used when it’s turned into fabric.
3.Vegan doesn’t necessarily mean sustainable, either
In fashion, vegan can mean products are made from synthetic alternatives to leather and fur. These are touted as sustainable as they are not from animals. But they are [often] made from oil, which can bevery bad for the planet.
Both vegan leather and faux fur can be made responsibly or they can have detrimental impacts on the environment,. Consumers who typically shop for these are concerned about animal welfare, but there’s an environmental cost also associated with this solution.
4. Find out who is making your clothes
Brands are increasingly publishing more information about their suppliers, but offering less transparency about the actual treatment of their factory workers. The information doesn't necessarily lead you to best practice, it leads you to a factory and you don’t know what is going on.
Fashion Revolution’s Transparency Index highlights information released by top brands about their supply chains, production lines and social and environmental impact. Meanwhile, Fair Wear Foundation and Worker Rights Consortium provide reports and updates on their investigations into the treatment of factory workers around the world.
It is advised finding out whether workers are allowed to form unions and if they’re being paid a living wage.
5. Check for certifications
Look for industry-standard certifications that verify any claims being made. These include but are not limited to Bluesign®, which covers environmental health and safety in the manufacturing of textiles; Cradle to Cradle Certified™, given to products that are fully biodegradable and compostable or can be used repeatedly; and Fair Trade Textiles Standard, which ensures workers are being protected throughout the supply chain, including their right to unionise.
When buying organic cotton, look out for Global Organic Textile Standard and Organic Content Standards. Both ensure the cotton meets approved standards across the supply chain.
6.Invest in brands with a holistic approach
Finally, invest in brands that are adopting a holistic approach by looking at the bigger picture rather than focusing on individual issues. Sustainability touches every aspect of the business and should be integrated as such, from headquarters, to design, manufacturing, shipping, and sales.
A brand that is openly transparent and communicative about its steady sustainability journey is always a better bet. Rather than one that uses sustainability slang with little to no evidence to back it up.
Via: British Vouge
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