Written for Fashion & Beauty Monitor
The Oxford English Dictionary defines greenwashing as: ‘disinformation disseminated by an organisation, etc. so as to present an environmentally responsible public image; a public image of environmental responsibility promulgated by or for an organisation, etc., but percieved as being unfounded or intentionally misleading.’
In a nutshell, it occurs when a brand gives the impression of doing more for the environment than is accurate or makes claims as to acting within an eco-friendly space without credibility.
Brands can easily fall into this deception tactic without the proper education on transparent sustainable practices. In the long run, this can really tarnish a company’s reputation, erode trust with key demographics, expose consumers to products that go against their personal ethos or consumption preferences and even result in legal conviction.
In recent years, consumer demand for ‘green’ or ‘conscious’ products, particularly within the fashion and beauty industry has been on the rise. Particularly amongst Gen-Z shoppers, the public are calling for transparency over the ingredients and practices used in the products they buy. In March 2021, a GreenPrint survey found nearly two thirds of Americans were willing to pay more for sustainable products, with 78% of people more likely to purchase a product that is clearly labelled as environmentally friendly. Indeed, to impress today’s consumers, brands that can demonstrate authentic purpose or cause-led activity have a unique selling point for many environmentally conscious customers.
However, due to this demand, some brands have been guilty of falsely presenting themselves or their merchandise as fitting that mould. A CMA global sweep of randomly selected websites in January 2021 found as many as 40% of firms green claims made online could be misleading consumers.
For example, a fashion brand releasing a one-off sustainable collection raises awareness about the issues, but unless followed up throughout all subsequent launches and ethical behaviour can be demonstrated elsewhere rather than a tokenistic signposting or virtue signalling.
There are several ways to avoid greenwashing. Here are 8 top tips:
Steer clear of obscure or vague language
Terminology such as ‘natural’ or ‘organic’ or even ‘eco-friendly’ could be considered unclear. Go into as much detail as possible. For example, rather than saying ‘made with organic cotton’, be specific with percentages. Similarly, verify claims of eco-friendly status with support from trusted third-party organisations or charities.
Don’t be a hypocrite
Ensure consistency of messaging and ethos throughout the entire business. For example, don’t promote green ingredients in your products, if they are made in factories that pollute the environment or are wrapped in wasteful plastic packaging. Consumers won’t hesitate to call out hypocrisies across the whole organisation to weed out false representation.
Be careful with branding
If a product isn’t organic or eco-friendly, reconsider branding and evocative or symbolic imagery that suggests otherwise, such as green and white colour schemes, or nature motifs such as flowers and trees. These totems stand out on shelves and could be considered misleading if not relevant to the item.
Avoid unsubstantiated claims
Never publish fabricated data or information, or intel from an unauthorised source. If claims are based on samples, be sure to include an asterix to further context or link to dedicated website. Similarly, avoid using labelling that appears to reflect third-party endorsement from a trusted organisation or charity if it is not legitimate.
Watch your comparisons
Some advertising or marketing campaigns choose to compare products with those from competitor brands in order to sway customers to switch. This is fine in practice, as long as brands aren’t comparing apples to oranges. Instead, compare the same or similar merchandise types to accurately reflect the merits of both.
Be honest about areas for improvement
Consumers value transparency. Not every company is going to be exemplary when it comes to sustainability and waste-reduction. It’s OK to publish mission statements that detail where you are now in the process and where you want to be in the near future. Set out your business goals and how you intend to get there.
Follow eco-activists for tips
Take a hint from some credible, authoritative voices within the space. Influencers such as eco-activists really know what they’re talking about when it comes to green products, ingredients, practices and business models. They will also call out the brands getting it wrong. Consider consulting and following the likes of Venetia La Manna, Lauren Singer and Manuela Barón for advice and common pitfalls.
Consult the Green Claims Code
The UK government publishes a green claims code which includes six clear principles concerning environmental claims. These are in brief: Be truthful and accurate; Be clear and unambiguous; Don’t omit or hide information; Only make fair and meaningful comparisons; Substantiate any claims; and Consider the full life cycle of a product. Bone up on more context and examples around those principles at the website.
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