Claiborne Beurle '23
Pavel Constantin, Cartoon Movement
Greenwashing misleads buyers into assuming that particular companies are helping the environment when, in reality, they are presenting false concepts. From the clothing industry to oil companies, corporations advertise their apparent attempts toward the planet, when in reality, they are adding to greenhouse gas emissions every day. Informed consumers urge companies to be better for the planet. Companies change their presentation, but not their actions, leading to false facts and lies about sustainable practices.
Shopping at Athleta, I thought I was helping the planet. The company hints at sustainability as a “core value” claiming that “sustainability sustains us.” While the company embraces feminism and body positivity, it isn't dedicated enough toward helping the planet, and the people living on the planet. Though the materials themselves are more sustainable than not, working conditions for most workers are sub-par (Athleta (Gap INC.), Remake). Recently, I learned that sustainable practices stem from more than just fabrics and materials, but working conditions and worker’s well-being. Though Athleta is working toward a more sustainable future, there are companies with active practices which are more sustainable, like Patagonia and the Girlfriend Collective.
Greenwashing misleads buyers into assuming that particular companies are helping the environment when, in reality, they are presenting false concepts. From the clothing industry to oil companies, corporations advertise their apparent attempts toward the planet, when in reality, they are adding to greenhouse gas emissions every day. Informed consumers urge companies to be better for the planet. Companies change their presentation, but not their actions, leading to false facts and lies about sustainable practices.
In the oil industry, BP, Chevron, and ExxonMobil are all generating information promoting sustainable values. Aramco, a Saudi Arabian oil company, claims, “Our contributions to the climate challenge are tangible expressions of our ethos, supported by company policies, of conducting our business in a way that addresses the climate challenge” (The Greenwashing Files, Client Earth). When looking up Aramco on a browser, a sponsored ad from the company pops up stating, “Explore our sustainable future.” In reality, Aramco has over 100 oil fields which they may drill until 2077, and they have little intention to stop. Through mindless oil drilling, companies are extracting oil that is getting burned, therefore releasing more greenhouse gases into the atmosphere.
Consumers call out companies like H&M, Asos, & Other Stories, and Zara for greenwashing campaigns in the clothing industry. Social media accounts are accusing H&M of greenwashing under its recycled fabric campaign. Their new recycling system, “The Looop,” has sparked outrage on social media because only a portion of H&M’s fabric is recycled. The amount of recycled fabric they are using is far too small to make a difference. The company is pledging to use 100% post-consumer recycled materials by 2030 (Assoune, A. Fast Fashion Brands Accused of Greenwashing, Panaprium). However, at the rate they are going, that will be unattainable. Similar to H&M, Zara has released vague sustainability claims with no goal in mind.
Greenwashing goes further than sustainably sourced materials, in any case. & Other Stories claimed their products were not only designed but also produced in Sweden. However, the company designs its clothes in Sweden, but its factories are in China, Bangladesh, and Bulgaria (Assoune, A. Fast Fashion Brands Accused of Greenwashing, Panaprium). Its production claims have led to backlash and decreased support and trust. Through greenwashing, companies deceive buyers. With buyers deceived, they believe they are supporting a company working for a better planet and become oblivious to the reality of fast fashion and the impacts of the oil industry.
So, how can consumers spot greenwashing? The easiest way is to look for vague words like “green,” “natural,” or “eco-friendly.” There are no regulations that shape what makes something “green” or “eco-friendly,” so many times, companies are lying to appeal to customers (Schwingle, N. 5 Ways to Spot Greenwashing, One Green Planet). Another way to spot greenwashing is by looking at the graphic design elements of products. Companies will use earthy tones to fit a certain aesthetic. Instead of trusting the packaging, dive into its legitimacy and read its ingredient labels - the more chemicals there are, the more likely the package is misleading.
Next time when shopping for clothing, consider shopping at Reformation, Threads 4 Thought, Outerknown, or Pact. Remake, an organization fighting for sustainable fashion has created a brand directory filled with slow fashion brands. Instead of using harmful chemicals in cleaning supplies, consider Blueland, PUR Home, or Puracy. It’s also best to stay away from plastic packaging because it most commonly ends up in the ocean. Many companies greenwash to attract consumers, but consumers have the power to research legitimacy to support a company that honestly embodies their eco-conscious values. Sustainability is a marketing term more than anything else and it’s used to attract and blind buyers.
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