The Green Mirage: How the Greenwashing is Misleading Consumers and What You Can Do About It
Greenwashing is a modern-day problem that has become increasingly prevalent in the fashion industry today. It refers to the act of companies making false or misleading claims about the environmental benefits of their products. This is done in an effort to appeal to environmentally conscious consumers and boost sales.
The term “greenwashing” was first coined in the 1980s by environmental activist Jay Westerveld. He used it to describe the practice of hotel chains using small, recycled soap bars and calling themselves “green hotels.” Today, the term has evolved to encompass a wide range of false or misleading environmental claims made by companies.
Why is Greenwashing a problem?
One of the main reasons greenwashing has become such a problem is the lack of regulation in this area. While there are guidelines and regulations in place for advertising and marketing, there are currently no specific laws or regulations in place to prevent greenwashing. This means that companies can make false or misleading environmental claims without any repercussions.
Another reason greenwashing has become so prevalent is the growing popularity of environmentally-friendly products. As more and more consumers become aware of the impact their purchasing decisions have on the environment, they are looking for products that are better for the planet. This has led to an increase in demand for products that are labeled as “green” or “eco-friendly.” However, not all products that are labeled as such are actually good for the environment.
Greenwashing is a marketing tactic used by companies today to make their products appear more environmentally friendly than they actually are. It is a way for companies to capitalize on consumers’ growing concern for the environment, without actually making significant changes to their products or practices. However, consumers can protect themselves from greenwashing by being skeptical of environmental claims, doing their own research, and supporting companies that are genuinely committed to sustainability.
How can a consumer prevent or tackle greenwashing?
The first step is to be skeptical of any environmental claims made by companies. Just because a product is labeled as “green” or “eco-friendly” does not mean it is actually good for the environment. Instead, consumers should look for third-party certifications or labels that indicate that a product has been independently verified as being environmentally friendly.
Educate yourself: the best way to prevent greenwashing is to educate yourself. Learn about the environmental impact of different products, the certifications and labels that indicate a product is truly environmentally friendly, and the practices of different companies.
Do your own research: Consumers can research the materials used and components of a product to see if they are truly environmentally friendly. It’s also good to check the company’s website, sustainability report, and other publicly available information to see if the company is genuinely committed to sustainability. Look up the components of a product and find out what they are and if they are harmful to the environment. Be wary of vague or ambiguous claims: Be cautious of environmental claims that are vague or ambiguous, such as “green” or “eco-friendly.” These terms are not regulated and can be used by companies to make false or misleading claims.
Support companies that are transparent: Support companies that are transparent about their environmental practices and are willing to be held accountable for their actions. You can make a difference by supporting such companies, big or small that are genuinely committed to sustainability. These companies are more likely to be transparent about their environmental practices and clearly indicate the actions they take or how they go about their production process on various platforms. They are open to share information and their activities are well documented publicly.
Look for third-party certifications: One of the most reliable ways to determine if a product is truly environmentally friendly is to look for third-party certifications or labels. Some examples include the Energy Star label, the USDA Organic label, and certifications from organizations like the Forest Stewardship Council (FSC). For example, the Global Organic Textile Standard (GOTS) certifies that textiles are made from at least 70% organic fibers, while the Forest Stewardship Council (FSC) certifies that wood products come from responsibly managed forests.
Be aware of a brand’s claim : When reading greenwashing claims made by clothing brands, consumers need to be aware of vague or misleading language. Words like “natural,” “eco-friendly,” or “sustainable” can be used to make a product seem more environmentally friendly than it actually is. It’s also important to be aware of the brand’s overall environmental track record, and not just the claims made about one specific product. A brand that makes a lot of greenwashing claims but has a history of environmental violations is not likely to be truly environmentally friendly. One way to detect false greenwashing claims is to research the brand and the product. Look for independent reviews, certifications and look out for the details mentioned above.
Consumers can always look for alternative products that have been independently verified as environmentally friendly.
Report greenwashing: if you suspect a company is making false or misleading environmental claims, you can report them to the regulatory agencies in your country or local bodies. Social media today is a brilliant space to report such matters as you can directly reach out to other conscious consumers and thereby amplify your concerns.
Some of the most common greenwashing claims you hear in the fashion industry include:
“Eco-friendly” or “green” materials: Many brands claim to use eco-friendly or green materials, but these terms are often used very loosely and can be difficult to verify.
“Sustainable” or “ethical” production: Brands may claim that their production practices are sustainable or ethical, but these claims can be difficult to verify without more specific information about how the brand defines these terms.
“Organic” materials: Some brands claim to use organic materials, but without third-party certification, it can be difficult to know if these claims are true.
“Recycled” materials: Brands may claim to use recycled materials, but it’s important to note that this does not necessarily mean the product is environmentally friendly. For example, a product made from recycled plastic may still have a significant environmental impact.
“Carbon neutral” or “carbon offset”: Some brands claim to be carbon neutral or offset their carbon emissions, but it’s important to note that these claims can be difficult to verify without more specific information about how the brand is achieving these goals.
“Natural” materials: Brands may claim to use natural materials, but it is important to note that natural materials can also be harmful to the environment if not sourced and processed properly.
“Fair trade” certified: Brands may claim to be fair trade certified, but without third-party certification, it can be difficult to know if these claims are true. Good to keep in mind Fair Trade certification is a very expensive process so often a small brand which is genuinely fair may not be able to afford a certification, whereas a more established brand can easily acquire the same.
”Handmade” : a very, if not the most frequently used term . But it does not automatically mean the product is sustainable and ethically made. In many countries products are still handmade under appalling conditions and the artisans and workers are not fairly paid or even given a safe working environment.
It’s important as a consumer to be aware of these common greenwashing claims and to look for specific, verifiable information to determine if the brand’s claims are true.
In conclusion, greenwashing is a modern-day problem that has become increasingly prevalent in today’s society. It’s time for companies to be held accountable for their environmental claims and for consumers to be educated on how to spot greenwashing. The more we all do our part, the less room there will be for companies to take advantage of environmentally conscious consumers.
Alert- You as a consumer should be wary of deep discounts, freebies and very cheap fashion items it simply cannot be sustainable and ethically produced.
Author Shayonti Chatterji
