Ready to shop smarter and make a positive impact with your purchases?
Knowing how to spot greenwashing is key to becoming a savvy conscious consumer. This ultimate guide is here to help you navigate the often tricky world of marketing claims.
Discover how to spot genuine sustainability efforts over green gimmicks. Make choices that resonate with your values, benefiting your health, people and nature.
Let’s embark on this empowering journey together!
Table of Contents
- How to Spot Greenwashing: Key Findings
- What is Greenwashing and How to Spot It?
- What Does Transparency Mean in Fashion?
- What Are Some Real-Life Examples of Greenwashing?
- How to Spot Greenwashing: Your Ultimate Transparency Checklist!
- How to Spot Greenwashing FAQ
- The Bottom Line
How to Spot Greenwashing: Key Findings
Greenwashing is everywhere, especially in the fashion industry.
Major fashion brands frequently engage in misleading sustainability practices. They employ a variety of tactics such as vague buzzwords and exaggerated certifications. This can obscure a brand’s true environmental and social impact, ultimately confusing consumers.
But fear not! As a sustainable shopper, you have the tools to see beyond the greenwashing fluff. From researching company policies to ensuring claims are supported by credible certifications, you can make choices that reflect your values.
Amid a growing climate crisis, it's crucial to know where your clothes come from and their environmental footprint. It's time to feel empowered and support the brands that are making a difference!
What is Greenwashing and How to Spot It?
Greenwashing is where brands market themselves to appear more environmentally friendly than they actually are. Greenwashing is a tenacious phenomenon and is particularly prevalent in the fashion industry. Research shows that 39% of “green” claims made by the textile, garment and shoe industry could be false or deceptive.
So, what forms of greenwashing is the fashion industry guilty of? Here are several examples to help you spot greenwashing and understand these notorious practices!
Vague Terms
If you walk around a mainstream high street store, you’ll likely spot phrases such as “ethical” and “eco-friendly”. But do they tell you what ethical practices they’re implementing? And what moves are they making towards sustainability?
On their own, these terms are rather meaningless. They attract attention but tell you next to nothing about the brand or the product. Worse than that, they may be disguising practices the company would rather you not know about.
Fortunately, conscious consumerism is on the rise. Most people aren't easily fooled by meaningless marketing and green gimmicks. With events like the Rana Plaza crisis, faith in the fashion industry has been broken. Transparency is the key to rebuilding trust.
Hidden Trade-offs
A hidden trade-off in greenwashing occurs when a company emphasizes one positive environmental impact of a product without taking its full impact into consideration. The negative impacts are usually obscured or hidden from the consumer.
For example, an activewear brand might release a “sustainable” collection made from bamboo. The brand may celebrate bamboo as sustainable because it’s a renewable and fast-growing crop. But here’s the snag! What the brand fails to mention is the toxic chemicals used to make bamboo fabric. These substances can pose a great risk to our health and nature.
Lesser of Two Evils
Another common greenwashing tactic is "the lesser of two evils." On the surface, it highlights an environmental or ethical benefit of the individual product. Yet this ploy is designed to distract from the inherently harmful qualities of the entire product category. Both the positive and negative aspects are generally known to the consumer. Instead it’s about nudging them towards the "less bad" option.
An example of this is when fashion companies use synthetic faux leather. Synthetic faux leather products are often touted as ethical alternatives to real leather. This may be true when it comes to animal cruelty but don't be fooled! Synthetic faux leather contributes to environmental pollution and exposes humans and animals to toxins and harmful microplastics. This makes synthetic faux leather just as environmentally and ethically questionable as real leather.
Exaggerated Certifications
Yes, that's right! Some fashion brands have been known to use fake claims or misleading labels. One example is if a brand loosely uses the term "organic" without being certified. This can make us think we're choosing sustainably when the reality is quite different.
Deceptive Imagery
Beautiful vistas and lush foliage can make a brand seem very appealing. But don’t judge a brand on appearances alone! This could be another greenwashing tactic.
One study found that nature-based imagery boosts positive feelings towards a brand. So, always dig deeper and ensure green claims are backed up by real credentials.
Legislation and Power to the Consumer
Did you know government bodies are starting to take action against greenwashing?
In America, the Federal Trade Commission launched its Green Guides initiative. This supports marketers in avoiding environmental claims that could mislead consumers.
Across the pond, the EU is also promoting sustainable consumption. The European Parliament is gearing up to update the rules on commercial practices and consumer protection. Their aim? Safeguarding consumer rights, championing eco-friendly decisions, and paving the way for a circular economy that reuses and recycles materials.
Government regulation may not solve all the greenwashing problems, but it’s certainly a step in the right direction!
As a conscious consumer, it’s still important to do all the necessary checks. Keep reading to discover our ultimate checklist on how to spot greenwashing!
What Does Transparency Mean in Fashion?
Transparency in fashion means being honest and open. It's about fully disclosing how and where products are made, by whom, and their impact. All this information should be clear to read and published somewhere readily accessible.
Why does transparency in fashion matter? Because it empowers you, the consumer, to make choices that align with your values. Understanding the origins of your clothes and their environmental footprint is crucial. It means you can make informed decisions about what you buy and how it fits into your ethical beliefs.
Transparency also helps you navigate through the greenwashing fluff. Rather than falling for misleading claims, your purchases are based on genuine information. It's about paving the way for straightforward and informed shopping experiences.
What Are Some Real-Life Examples of Greenwashing?
Curious to see greenwashing in the wild? Here we investigate how to spot greenwashing through real-life examples in the fashion industry.
Exaggerated Climate Action Efforts
Green promises can often be just a fashionable facade!
Many top fossil-fuel guzzling fashion houses display actions that seemingly reduce environmental harm and restore biodiversity. For example, many invest in carbon offset projects to minimise their CO2 emissions. Sounds like a good compromise, right?
Well if you dig a little deeper – as one not-for-profit watchdog did – you may discover their climate action efforts are “probably junk”. The millions of carbon credits purchased from climate friendly projects are likely “worthless” when it comes to offsetting CO2. Not only are these projects failing to cut emissions, they are also, in some cases, exacerbating environmental and social harm.
So, Can Companies Legitimately Offset Their Carbon Emissions?
Absolutely! But it takes careful planning and dedication to make sure climate action efforts are truly effective. At Tripulse, we're deeply committed to this mission and work hard to ensure our carbon offsets are both genuine and impactful.
From the start, we've embraced a holistic approach to sustainability, keeping our CO2 emissions as low as possible. Yet, we know some emissions are unavoidable. That’s why we meticulously measure, reduce, and offset our scope 1, 2, and 3 emissions each year, and invest in nature-based climate solutions. We proudly hold Climate Neutral Certification from the NGO Climate Neutral, which we renew annually to keep us on track.
We also invest in climate projects with every shipment and plant a tree for every product sold through our partnership with One Tree Planted. These trees are planted in vital areas like the Amazon rainforest, supporting reforestation and helping us achieve a carbon-negative impact.
False People-First Claims
The rise of ultra-fast fashion giants has captivated the e-commerce world with their trendy styles and unbeatable prices. But we must question if workers are paid a living wage as a result.
Amidst claims of a people-first approach by many major brands, this scenario often serves as a real-life example of greenwashing in the fashion industry. The cheap prices they offer could indicate workers aren’t paid a fair wage.
Toxic Textiles
Toxic chemicals represent a significant issue within the fashion industry. High levels of toxic chemicals have been found in the clothes of major fashion brands, despite claims of a Restricted Substances List and compliance with international regulations. Toxins in clothing can pose a great risk to our health and the environment.
Recycled Plastics
You'll notice a trend among many mainstream brands shifting towards recycled plastic. This might seem like a positive move at first glance. But let's take a closer look!
Yes, recycling plastic diverts waste from landfills and oceans. But it doesn't address the root of the problem: our overreliance on plastic and fossil fuels. Recycled plastic also doesn't account for a product’s end of life. In other words, what happens when you're finished with the product? Once the plastic waste is transformed into a fiber, it can't be recycled again. It often ends up in landfills, adding to our environmental challenges.
How to Spot Greenwashing in Fashion: Your Ultimate Transparency Checklist!
Check out our handy checklist on how to spot greenwashing and assess a brand’s transparency.We also include genuine examples of how Tripulse is prioritizing transparency across our supply chain.
Be Wary of Buzzwords and Deceptive Imagery
When trying to spot greenwashing, look past nature-based imagery and green buzzwords. Beautiful landscapes and terms like "all-natural" or "earth-friendly" can create misleading impressions of sustainability. Always look for concrete evidence to ensure you're making truly eco-conscious choices.Ensure Claims Are Backed Up
Are a company’s sustainable claims backed up by legitimate certifications?Certifications are given out by independent organizations or governing bodies. They carefully evaluate different parts of the supply chain to ensure brands follow genuine sustainable practices. Certifications are a great indication that you can trust a company’s claims and help you make informed shopping choices.
Note: Certifications are not always 100% bulletproof. Being certified in one area doesn’t always mean the brand is perfect in every aspect. We recommend taking some time to search for what the certification includes and excludes.
Below are some examples of sustainable fashion certifications we proudly uphold at Tripulse:
- Climate Neutral: When a brand is Climate Neutral Certified, it means a company has measured, reduced, and offset its carbon footprint to achieve a net-zero carbon emissions status. At Tripulse, we’re proud to partner with Climate Neutral. This reflects our dedication to minimising our environmental footprint and fighting climate change.
- OEKO TEX STANDARD 100: Concerned about toxins in clothing? Choose fashion brands that are certified by OEXO TEX Standard 100. This globally recognized certification ensures every part of the product, from the fabric to the smallest button, has been tested for harmful substances. For example, Tripulse materials, including the dyes and finishing, are OEKO TEX STANDARD 100. This means you can wear our activewear without worrying about nasty chemicals!
- Global Organic Textile Standard (GOTS): GOTS certified means a garment is made in an eco-friendly and socially responsible way. It guarantees clothes are free from harmful chemicals and workers are treated fairly. It's a mark of quality and sustainability you can trust. At Tripulse, our production factory in Portugal is GOTS-certified. This means our suppliers are paid a living wage and their high standards are verified through third-party audits.
Ask Yourself, “Who Made My Clothes?”
Avoid greenwashing by looking for brands that have strict social standards. This ensures their workers are treated well. We make sure to only partner with suppliers who conform to fair and ethical practices. This includes the International Labour Organisation (ILO).
Can You Trace the Whole Supply Chain?
Traceability means mapping out the journey of a product before it lands in your closet. It covers everything from the materials selected to the shipping methods used. You should know the full story from the get-go without having to play detective!
Traceability is a key part of our holistic approach to sustainability. We make it easy to follow the journey of your Tripulse activewear and the ethical choices made at every step.
Can You See Evidence of Climate Action?
The fashion industry is infamous for generating high volumes of waste and pollution. Therefore, brands need to share how they are protecting the planet. As the saying goes, “Actions speak louder than words”.
Hint: only installing solar panels at the head office is not a true sign of climate action. In other words, it’s likely a greenwashing tactic! Is the company working to reduce greenhouse gas emissions throughout their entire supply chain? Are they adopting renewable energy sources in their production processes? What carbon offsetting projects are they participating in?
Check out our climate action page to see how Tripulse is helping to preserve the natural world. We're proud to be Climate Neutral certified and actively invest in climate projects. For example, we plant trees with every order and use materials that reduce waste water.
Seek Progress Over Perfection
Sustainability is an ongoing journey. No brand is perfect and a truly transparent one won’t lead you to believe they are! Companies should acknowledge that they are one part of a bigger picture. They must show continuous improvement over perfectionism.
At Tripulse we're always innovating, researching, and refining our ways of working to be as ethical and sustainable as possible. We’re proud of our milestones so far and are committed to implementing new ways to build a better fashion industry.
How to Spot Greenwashing FAQ
How Do You Detect Greenwashing?
There are a few ways you can detect greenwashing as a conscious consumer. Look beyond eco-friendly buzzwords and nature-based imagery. Check that green claims are backed up by credible certifications and third-party audits. Research the company's policies and environmental impact. See if they are transparent about their entire supply chain.
Pro tip: Use a third-party sustainable fashion directory such as Good On You to spot greenwashing. Good On You is a great tool to verify a brand's sustainability claims and ensure you're making conscious shopping decisions.
For example, Good On You has given Tripulse a “Great” rating. This means we show leadership in three key areas: people, the planet, and animals. It signifies our supply chain is transparent and we’ve established strong policies. It also shows we hold credible certifications to address key sustainability issues.
What are the Top Signs of Greenwashing?
The top signs of greenwashing are:
- Vague Claims: Terms like "eco-friendly" without credible details.
- Hidden Trade-offs: Highlighting one positive aspect while glossing over negative impacts.
- Lesser of Two Evils: Highlighting a product's legitimate environmental and ethical benefits as a distraction from its inherent harmful qualities.
- Exaggerated Certifications: Using misleading or unregulated certifications.
- Deceptive Imagery: Using nature-themed pictures to create a false impression of eco-friendliness.
By watching out for these signs, you can make more conscious purchasing decisions!
How to Spot Greenwashing: The Bottom Line
Greenwashing is a widespread problem. It’s especially rife in the fashion industry where major brands often mask environmental degradation and human rights violations.
From deceptive marketing to misleading claims, it can be challenging to vote with your wallet. But with the right knowledge, you can navigate this complex landscape confidently. It's time to feel empowered to make better choices for yourself, people and the planet.
Ready to shop with purpose and support genuine sustainability? Sign up for Tripulse's newsletter to keep informed about ethical practices, sustainable fashion tips, and the latest offerings in the next generation of sustainable activewear. Join the movement today and start making a positive impact!
This article was written in collaboration with Christie Johnson (B.A. Hons), an experienced and dedicated sustainability and health writer.
