ethicalfashion
Greenwashing alert !
What is greenwashing ?
It is a communication and marketing strategy aimed at making the company appear to have an environmentally responsible policy. Be careful ! The line between greenwashing and the implementation of a CSR strategy is sometimes quickly crossed... To ease their conscience and seduce certain consumers who are not very careful, many brands play with the vocabulary and codes of ecology.
Here is an example of greenwashing :
In 2019, the Norwegian Consumer Authority rejected the leading fast-fashion brand H&M for marketing its misleadingly titled "Conscious" collection.
The principle of the collection ? To offer clothes made from recycled fabrics, thus banking on the growing trend of zero waste.
The problem ? The recycled materials sometimes represented only a tiny part of the garment (only 20%), especially when it came to cotton !
The slogan "There is No Planet B" proudly displayed on one of the brand's t-shirts perfectly embodies the danger and irony of greenwashing.
In addition to lying about its environmental impact, the brand is not part of a continuous improvement process and ignores the fundamentals of an environmentally friendly policy.