Sustainability and Greenwashing: A Growing Concern
As the global demand for sustainable and environmentally friendly products grows, so does the prevalence of “greenwashing”—a deceptive marketing practice where companies exaggerate or falsely claim their products, policies, or initiatives are environmentally friendly.
Greenwashing misleads consumers, undermines genuine sustainability efforts, and allows corporations to profit from misleading claims without making meaningful changes.
The term ‘Greenwashing’ was first coined in the 1980s by Jay Westerveld. The environmentalist was referring to a hotel in Fiji that had a policy about reusing towels in order to “save the environment”. In reality, it was just a policy aimed at customers’ environmental sensibilities to reduce laundry costs.
Greenwashing has been essentially policy for petroleum brands for decades. Esso has always used an image of a tiger in its adverts, attempting to associate itself with the natural world. In reality, years of lobbying against sustainable energy by big oil has held back renewables and further contributed to the destruction of the planet, vast increases in carbon emissions and, inevitably, an increase in biblical weather, flooding, wildfires, droughts and rising sea levels.
Greenwashing, however, has hugely infiltrated and impacted the fashion industry in the last 15-20 years, ever since consumer awareness has increased. So, implications does does greenwashing for the sustainable fashion industry?
When we first started THTC words like ‘ethical’, ‘sustainable’ or ‘organic’ were not commonplace, and actually put off a lot of buyers, who had a preconception of what ethical fashion looked like.
Now, fashion brands are tripping over themselves in an attempt to appear green. They employ PR companies and corporate social responsibility teams to convince the public that they are a part of the solution, not a part of the problem.
What is Greenwashing?
Greenwashing occurs when businesses use marketing tactics, such as misleading labels, vague statements, or imagery associated with nature, to create an illusion of environmental responsibility. This can range from false claims about carbon neutrality to misleading advertising that suggests a product is more sustainable than it actually is. The term was first coined in the 1980s by environmentalist Jay Westerveld, who criticised the hotel industry’s practice of encouraging guests to reuse towels under the guise of sustainability while making no real effort to reduce environmental impact.
Examples of Greenwashing
1. Misleading Labels and Buzzwords
Many companies use terms like “natural,” “eco-friendly,” or “green” without providing concrete evidence or certification. Without strict regulations, these terms are often meaningless and can mislead consumers into believing a product is sustainable.
2. Hidden Trade-offs
Some products may claim to be environmentally friendly in one aspect while ignoring their overall impact. For example, a clothing brand may advertise its use of organic cotton but fail to disclose excessive water usage, unethical labor practices, or high carbon emissions from global supply chains.
3. Irrelevant Claims
Some companies highlight features that are already standard or legally required. For example, a brand may promote its aerosol cans as “CFC-free,” even though CFCs have been banned for decades. This tactic gives the false impression that the company is making a unique environmental contribution.
4. False Certification and Lack of Transparency
Many brands use self-created sustainability certifications or misleading labels that imply third-party approval. Genuine certifications, such as the Fair Trade, Forest Stewardship Council (FSC), or Energy Star labels, require strict compliance with sustainability standards. Companies that create their own “green” badges often exploit consumer trust while lacking real accountability.
The Impact of Greenwashing
Greenwashing is harmful because it distorts consumer choices and slows down progress toward true sustainability. Consumers who genuinely want to support environmentally responsible brands may unknowingly support companies that prioritise profits over the planet. This deception also damages the credibility of companies that are making genuine efforts toward sustainability.
Greenwashing allows corporations to evade real systemic change. Instead of adopting sustainable practices, such as reducing waste, cutting emissions, or sourcing ethical materials, some companies invest in marketing strategies that create the illusion of progress. This prevents industries from making meaningful shifts toward environmental responsibility.
How to Spot and Avoid Greenwashing
1. Look for Certifications – Check for legitimate third-party certifications, such as USDA Organic, Fair Trade, or B Corporation.
2. Research the Company’s Practices – Investigate whether a company’s sustainability claims are backed by evidence or reports.
3. Be Skeptical of Vague Claims – If a product is marketed as “green” or “natural” without specifics, it may be misleading.
4. Check Transparency – Genuine sustainable brands often publish reports on their environmental and social impact.
Conclusion:
Greenwashing is a growing issue that undermines genuine sustainability efforts. As consumers become more conscious of their environmental footprint, companies must be held accountable for misleading claims. By staying informed and supporting businesses that prioritize transparency and real sustainability, consumers can help drive meaningful change and encourage industries to adopt more responsible practices.
Greenwashing is common in the fashion industry, where brands often exaggerate or mislead consumers about their sustainability efforts.
Here are some notable examples:
1. H&M’s “Conscious Collection”
H&M introduced its Conscious Collection as a sustainable alternative, but investigations found that many of the garments contained only a small percentage of recycled or organic materials. Additionally, the company continued its fast-fashion business model, which relies on overproduction and waste.
2. Zara’s “Join Life” Label
Zara’s Join Life collection promotes sustainability, but it lacks transparency about the actual impact of its clothing. Critics argue that while some materials are labeled as more sustainable, the brand still produces clothing at an unsustainable rate.
3. Shein’s “EvoluSHEIN” Line
Shein, known for its ultra-fast fashion model, introduced EvoluSHEIN, a collection using recycled polyester. However, the brand’s overall business model—mass production of cheap clothing—remains one of the biggest contributors to textile waste and labor exploitation.
4. Lululemon’s “Sustainable” Initiatives
Lululemon has promoted sustainability goals, such as using some recycled fabrics, but it has faced criticism for its continued reliance on synthetic fibers like polyester (which shed microplastics) and for sourcing materials linked to environmental harm.
5. Boohoo’s “Sustainable” Collection
Boohoo launched a sustainable collection using recycled fabrics, yet it was found to be misleading since only a small fraction of the clothing contained recycled material. The company’s overall business model, focused on rapid turnover and low-cost production, remains unsustainable.
These examples show how brands may use sustainability as a marketing tool while continuing harmful practices. Transparency, independent certifications, and real systemic changes are key to avoiding greenwashing.
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