Greenwashed Colored Glasses

Although opinions surrounding the issue remain mixed, a significant portion of the consumer base is becoming more discerning of brands’ sustainability and ethical practices. In fact, a study shows 70% of consumers want to know how the brands they support are addressing social and environmental issues, and 46% pay close attention to these efforts when making purchase decisions.

Particularly in an age where corporate social responsibility is increasingly a selling point for many potential customers, it is in most companies’ best interest to appear ethical in the public eye (whether or not this care is genuine is a separate matter).

This has led to a rise in companies publicizing new initiatives to increase sustainability or transparency, whether it be a clothing line made of recycled materials, an in-store recycling program, or signing some sort of climate pledge.

Obviously, any steps toward companies being more socially responsible are better than nothing. However, in many of these circumstances, it seems these programs are more superficial than actually effective. In essence, their primary purpose is to boost the company’s image, not to reduce environmental impact.

Greenwashing is defined as “the process of conveying a false impression or providing misleading information about how a company’s products are more environmentally sound.” It has become a popular tactic for fast fashion companies to paint rose-colored glasses over some of their less than appealing attributes.

Take, for example, H&M’s recycling program, which allowed customers to bring in clothes that the company would then recycle into new textile in exchange for vouchers. It sounds like a good idea, but take into consideration that only 0.1% of all clothing collected by similar programs is recycled into new textiles, according to H&M’s development sustainability manager, Henrik Lampa. Compare that with the mass amount of waste and environmental harm H&M’s inherently unsustainable model generates, and what end does this program really serve?

On the flip side, there are businesses that are genuinely good models for a sustainably run business, and the difference is pretty stark compared to greenwashed corporations. Patagonia, whose 1% for the Planet pledge has been a longstanding hallmark of the company’s dedication to the environment, has in addition adhered to sustainable principles in choosing materials, offered repair services in stores, and even outright encouraged customers not to overconsume.

Yet, the bulk of the fashion industry’s attempts to pull the green-dyed wool over the public’s eyes has not stopped conscientious consumers from applying pressure to finally slow the flow of fast fashion for good.