By Laura Holmansky

With the growing popularity of sustainability, many companies have started capitalizing on environmental concerns without actually practicing sustainable business methods. This deceptive marketing tactic, known as greenwashing, involves making false, vague, or misleading claims about sustainability practices to attract environmentally conscious consumers. While these claims may appear legitimate at first glance, they often lack substantial data or proof, leading consumers to unknowingly support unsustainable brands.

Greenwashing is a serious issue because it undermines genuine sustainability efforts. It misleads customers who want to make ethical purchases and gives companies an easy way to profit from the sustainability movement without making real changes. By understanding the common tactics of greenwashing and learning how to identify genuinely sustainable brands, consumers can make more informed decisions and support businesses that prioritize real environmental responsibility.

Common Tactics of Greenwashing

Greenwashing manifests in several ways, but three of the most common tactics include:

1. Vague Claims: Companies often use buzzwords like “eco-friendly,” “natural,” “green,” or “sustainable” without providing concrete evidence or data to back up these claims. These terms can be incredibly misleading if they are not accompanied by clear explanations of how the product or company actually benefits the environment.

2. Selective Disclosure: Some brands highlight one or two sustainable initiatives while conveniently ignoring other environmentally harmful practices they engage in. For example, a clothing brand may promote a single sustainable clothing line while continuing to produce the majority of its products using unsustainable methods. This partial truth gives the illusion of environmental responsibility without full transparency.

3. Misleading Labels or Certifications: Certain brands use self-created labels that mimic official sustainability certifications to mislead consumers. Additionally, some companies falsely claim to have certifications from well-known organizations when, in reality, no such certification exists. These tactics exploit consumers’ trust in environmental labels to sell products under false pretenses.

Greenwashing in the Fashion Industry: Notable Examples

The fashion industry is notorious for its greenwashing practices. Fast fashion brands, in particular, often claim to be making strides toward sustainability while continuing to engage in environmentally harmful production methods. Here are some well-known examples of greenwashing in fashion:

H&M – The “Conscious Choice” Controversy: H&M, one of the world’s leading fast fashion brands, introduced its “Conscious Choice” clothing line, which claims to be made from sustainable materials. However, investigations revealed that while these garments contain recycled materials, they still incorporate fabrics that are harmful to the environment. The company faced a greenwashing lawsuit due to misleading claims about its products being eco-friendly. This case demonstrates how brands can use sustainability as a marketing ploy without making meaningful environmental progress.

Zara – Carbon Emission Fabric Partnership: Zara partnered with LanzaTech to produce a clothing line using fabric made from captured carbon emissions. While this initiative sounds like a step in the right direction, it fails to address the broader issue: the massive carbon footprint of Zara’s overall business model. Producing one sustainable line does not offset the significant environmental damage caused by the rest of the brand’s operations. This is a classic example of selective disclosure—highlighting one green initiative while ignoring larger environmental issues.

Shein – False Labor and Sustainability Claims: Shein, one of the largest fast fashion retailers globally, frequently claims to prioritize fair labor practices and eco-friendly production. However, investigative reports have exposed the company’s exploitative labor practices and excessive waste production. Additionally, Shein falsely claimed to be certified by the International Organization for Standardization (ISO) for meeting strict labor standards—when, in reality, the ISO does not issue certifications. This blatant misinformation showcases the dangers of greenwashing in misleading consumers into believing a brand is ethical and sustainable when it is not.

How to Avoid Greenwashed Brands

As a consumer, it is crucial to be aware of greenwashing tactics and take proactive steps to identify truly sustainable brands. Here are some practical ways to avoid being deceived by misleading environmental claims:

1. Investigate Brand Claims: Instead of taking a company’s sustainability claims at face value, do some research. Look for specifics—does the company provide detailed information on how it achieves sustainability? Are there independent reports or third-party audits that verify their claims? Genuine sustainable brands are transparent about their practices.

2. Examine the Brand’s Overall Business Model: If a company promotes a single “sustainable” product line, take a closer look at its broader operations. A brand that truly prioritizes sustainability should implement eco-friendly practices across its entire supply chain, not just in one small collection.

3. Research Beyond the Company’s Website: A brand’s website is a curated platform designed to present the company in the best possible light. To get the full picture, check independent sources, sustainability watchdog groups, and investigative reports. Websites like Good On You and the Fashion Revolution Transparency Index provide reliable information about fashion brands’ ethical and environmental impact.

The Power of Informed Consumer Choices

Greenwashing remains a pervasive issue, but as consumers, we have the power to demand transparency and accountability. By being skeptical of vague claims, seeking verified sustainability efforts, and supporting genuinely ethical brands, we can encourage companies to move beyond deceptive marketing and commit to real environmental progress.

As sustainability continues to grow in importance, businesses must be held accountable for their actions. The fight against greenwashing starts with informed consumers who refuse to settle for anything less than authentic sustainability.

Sources

The Reality of Greenwashing In The Fashion Industry

Greenwashing – What Is It?

Greenwashing Examples in the Fashion Industry

Interested in joining our AMA Chapter?

The American Marketing Association prepares students for real-world marketing scenarios and skills for the workforce. Applications are open NOW until April 11th! Hurry – spots are running out!