Sustainability’s emergence as a major fashion industry trend has been a focal point during the rise of environmental public awareness. Accompanied by industry-wide adoption of environmentally-friendly conduct
Industry-wide greenwashing has led to consumer unrest due to the misleading perception of brands appearing to be more environmentally friendly than they seem. Thus, consumers have experienced increased difficulty in separating genuine sustainability efforts from performative, marketing campaigns.
This article aims to clarify the increasingly widespread misunderstanding by explaining greenwashing, how to identify it, and how consumers can recognize a brand’s commitment to sustainability.
What Is Greenwashing?
Greenwashing occurs when brands use deceptive marketing tactics to appear more sustainable than they actually are. These tactics can include vague terms like “eco-friendly,” “conscious,” or “green” without verifiable evidence.
In practice, some brands may highlight one small sustainable initiative but continue harmful production practices without being exposed, ultimately misleading consumers who are trying to make ethical choices.
Greenwashing Tactics in the Fashion Industry
Rising public concern for the environment has pushed sustainability to the forefront of fashion. While this shift is promising, it has also opened the door for opportunistic marketing. Some brands exploit this eco-awareness, prioritizing perception over performance in a bid to drive profit with minimal effort.
Here are some of the most common greenwashing tactics in the fashion world today:
- Vague or Misleading Labels: Terms like “natural,” “eco,” or “green” are often used without any standard definitions or certifications to back them up.
- Token Sustainable Collections: Releasing small “green” product lines while the core business model remains rooted in fast fashion.
- Aesthetic Greenwashing: Overuse of nature-inspired visuals like leaves, earthy tones, and recycling symbols without correlating sustainable practices.
- Opacity in Operations: Avoiding full disclosure on materials, labour practices, or environmental impacts.
These tactics aren’t always easy to detect—but they can significantly distort the public’s perception of what it means to be sustainable.
Why Greenwashing Matters? See Its Impacts on Climate Change
Greenwashing isn’t just a branding issue—it’s a climate issue. By masking harmful practices behind a veil of sustainability, brands delay real progress and obstruct the global mission to combat climate change. False sustainability claims redirect attention and resources away from meaningful solutions, weakening the momentum of genuine environmental movements.
The stakes are high. According to the UN Sustainable Development Goals (SDGs), global emissions must be cut nearly in half by 2030 and reach net zero by 2050 to avoid catastrophic environmental outcomes. As one expert from the UN’s High-Level Group on Net-Zero Commitments said: “The planet cannot afford delays, excuses, or more greenwashing.”
When brands mislead consumers, they erode trust, misguide investments, and slow down the industry-wide transformation needed to meet our climate targets. Greenwashing doesn’t just delay progress. It derails it.
Sustainable Brands vs. Greenwashing Brands
Not all fashion brands are complicit in greenwashing. Some are genuinely committed to sustainability, embedding responsible practices throughout their value chains—from raw materials to post-consumer recycling. But how do we tell the difference?
Authentic Sustainable Brands:
- Use certified materials like GOTS-certified organic cotton, TENCEL, or Bluesign-approved fabrics.
- Maintain transparency in their supply chains, including fair labour and production practices.
- Publish detailed sustainability reports with measurable goals and annual progress updates.
- Support circular fashion through recycling or take-back programs.
Greenwashing Brands:
- Use ambiguous slogans like “earth-friendly” or “planet positive” without concrete proof.
- Highlight a small eco collection while continuing fast fashion practices across the rest of their inventory.
- Avoid disclosing real data about emissions, water use, or worker welfare.
Invest more in aesthetic branding than in environmental responsibility.
How to Verify a Brand’s Sustainability Claims
To avoid falling for greenwashing, consumers must adopt a more investigative approach. Here are several methods to verify if a brand is truly sustainable:
To outsmart greenwashing, consumers need to become conscious investigators. Here’s how to cut through the marketing noise and find brands that truly walk the talk:
1. Look for Third-Party Certifications
Certifications are a powerful way to ensure claims are legitimate. Some trusted ones include:
- GOTS (Global Organic Textile Standard) – Ensures organic fabric and ethical production.
- OEKO-TEX Standard 100 – Confirms that textiles are free from harmful chemicals.
- Fair Trade – Guarantees fair wages and ethical labor practices.
- Bluesign® – Focuses on environmentally safe and sustainable textile production.
2. Read the Sustainability Reports
A transparent brand will publish comprehensive reports with specifics like:
- Greenhouse gas emissions and reduction targets.
- Water usage and waste management initiatives.
- Labour rights and sourcing transparency.
- Long-term goals—and progress toward meeting them.
3. Investigate the Supply Chain
Sustainability goes beyond materials—it includes people and processes:
- Are factory locations and working conditions disclosed?
- Are workers treated and paid fairly?
- Is there affiliation with organizations like Fair Wear Foundation?
4. Use Ethical Fashion Rating Platforms
Platforms like these are goldmines of pre-researched data:
- Good On You – Rates brands on environmental impact, labour rights, and animal welfare.
- Fashion Revolution Transparency Index – Evaluates brands’ openness about operations.
- Ellen MacArthur Foundation – Promotes circular fashion and sustainability metrics.
5. Question the Green Marketing
When in doubt, ask critical questions:
- Does the brand back up its claims with data?
- Are sustainable practices core to the business, or just surface-level?
- Do they address the full lifecycle of their products—including packaging, shipping, and end-of-life disposal?
Greenwashing is an obstacle, but not an impossible one. As consumers, we have more influence than we realize. By educating ourselves, asking questions, and supporting brands that practice what they preach, we help create the demand for a truly sustainable fashion future.
So next time you see a “green” label—pause, dig deeper, and let your values shape your purchases. Because fashion should be a force for good—not just good PR.
Image Source :
https://www.shutterstock.com/id/image-photo/creative-concept-environmental-responsibility-greenwashing-fashion-2520088355
https://www.shutterstock.com/id/image-photo/alert-greenwashing-concept-text-against-forest-2554736431
https://www.shutterstock.com/id/image-photo/beauty-blogger-sweet-female-filming-daily-1893608350
https://www.shutterstock.com/id/image-photo/greensustainable-fashion-leaf-on-green-yarn-2076066949
https://www.shutterstock.com/id/image-photo/fact-fake-conceptual-words-wooden-cubes-2507521965
https://www.shutterstock.com/id/image-photo/close-photo-olive-colored-soldier-tactical-1922039021
Reference:
https://www.nrdc.org/stories/what-greenwashing
https://www.un.org/en/climatechange/science/climate-issues/greenwashing
https://oscalito.it/blogs/sustainability/green-certifications-and-sustainable-fashion-everything-you-need-to-know?srsltid=AfmBOoo2RkMX_fJeko0Mn6RggD2UW-4wHmnRluUZP4_ZqQEDFcgdoc3n#types-of-green-certifications
