We are all aware of the importance of sustainability practices. It is continually splashed across platforms, whether it be the products we buy, the fashion we wear or continued marketing tactics thrown at us one way or another. We can really see that the majority of companies are doing their bit for sustainability - or are they?
Unfortunately, many large corporations use the lack of knowledge to develop razzle dazzle campaigns that claim to be more sustainable than they are. Known as greenwashing, although it sounds harmless, it is actually a very damaging concept that has entered into the sustainability conversation in recent years. Through marketing ploys, greenwashing is used by retailers and brands to capitalise on consumer interest in sustainability while failing to deliver genuine environmental or social benefits.
When it comes to fashion, we have seen a rise in brands labelling their products as "eco-friendly" or "green" and beauty brands saying their products are “organic” or "natural." However, many use these terms without actually providing specific details or certifications to substantiate these claims to classify a product as such.
Vegan leather is another that can mislead consumers. In reality, the majority is made from Polyurethane leather, or pleather (PU), which is basically just synthetic and artificial. Actual vegan leather is in fact made from sustainable and innovative materials, including the likes of pineapple leaves (pinatex) cork, apple leaves or other fruit waste. A massive difference, however, is not something that the general consumer is to know.
Another misconception to be aware of is what I coined as the Houdini trick. Many retailers showcase certain products or lines as sustainable, portraying them as major achievements, such as introducing a small collection of organic cotton t-shirts or recycled polyester garments. However, the majority of their products are still made from conventional, resource-intensive materials. It gives the impression of sustainability without significantly changing very much - an effective way to distract the consumer into believing they are doing their part for the planet.
Another common greenwashing trick is brands highlighting the use of recyclable or biodegradable packaging materials. That is all well and good, but when the production processes or material sourcing remain unsustainable, it isn’t really a fair trade-off on a sustainability front. Some brands will obtain certifications for specific aspects of their products (like organic cotton or a sustainable dyeing process) but fail to address other significant environmental impacts such as energy usage, water consumption, or waste management throughout the entire supply chain.
In comparison, true sustainability involves holistic and transparent efforts to minimise environmental impact, ensuring social responsibility, and the development of long-term positive outcomes for both people and the planet. It is a complex, arduous and expensive process to ensure products are truly sustainable, hence the price difference - but can we put a price on the planet?
Additionally, companies need to prioritise fair labour practices, including safe working conditions and fair wages for workers throughout the supply chain, along with ensuring strategies are in place to reduce carbon footprint, minimise water usage, and decrease waste generation across production, packaging, and distribution whilst adhering to recognised certifications, such as GOTS, Bluesign®, OEKO-TEX, Cradle to Cradle, SA8000. Clear communication is needed about environmental impacts, goals, and progress towards sustainability targets and as consumers, we want to do our part to push the sustainability initiative forward.
There are a lot of factors contributing to these misleading claims and the reality is changes like these take time and significant resources. Without enough implementation of government legislation, it is a daunting task for companies to embark on as they too need support and education on these topics. The other major factor is us, the consumer. We all say we want to buy better and will pay the required premium for this – but in reality, very few of us are willing or have the means to do it. However, as they say, knowledge is power so it is just as important to be knowledgeable about what sustainable is versus greenwashing, allowing for more informed purchasing decisions to be made where possible. At the end of the day, we are the driving force for change and it will take our voice (or purse strings) as well as government initiatives to work towards a more sustainable future.
// Máire (Mo) Morris, Founder and CEO of Morris Global Consulting
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