Look Out for Greenwashing: Signs Your Favorite Brand May Not Be as Green as You Think

So many brands today use the same template of pastel packaging, friendly pop-art, and environmental buzz words to reel in consumers. But how much of their claims are actually true?

Cartoon of a man painting smokestacks green

Greenwashing is a term used for when companies intentionally mislead consumers into believing their practices are environmentally friendly when they aren't. Many brands have produts marketed towards conscious consumers by including false claims and deceptive adjectives in their marketing. For example, H&M's Conscious Collection came under fire in July 2022 due to incorrect product information. The clothes were stated to be made with “at least 50% of more sustainable materials”, but the claim was wrong and most items in the line were not even differentiated from other clothes from the brand. Fast fashion is considered incredibly wasteful, as 92 million tons of clothing is thrown away each year. So, many companies attempt to cover up their large carbon emissions and market their products as better than they really are. Boohoo, Shein, Asos, Zara, and Lululemon are among other clothing brands that include bold claims in their marketing backed up by very little evidence. Other companies use greenwashing too! Walmart once marketed products as being made from bamboo, though they were made from rayon derived from bamboo that had been treated with toxic chemicals. So how can you tell fake claims from real ones?

• Bold and impressive sounding initiatives at the head office are often examples of greenwashing, as reducing greenhouse gas emissions across the whole supply chain should be the ultimate goal

• "Energy efficiency" as a claim showing the usage of LED lightbulbs is insignificant. In many places, LED lightbulbs are mandatory anyway

• Claims regarding paying employeess "minimum wage" also carry little weight. A "living wage" or fair wage is a much higher amount of money than the minimum

• "Sustainable" clothing collections tend to make up a very small percentage of a company's total product, so they make very little difference in the total or main production process

• If a product uses vague language like "eco" or "green" and it isn't supported with evidence, then it is most likely greenwashing

• Bright natural imagery is also misleading

• Watch out for hidden asterisks that denote real data in very small text

How can you check if a brand is really sustainable?

• Check for official certifications like USDA organic, B Corp, Cradle to Cradle, or FSC

• Read yearly sustainability reports from the brand

• Ask brands questions on social media

• Look online for more in-depth information and possibly hidden details

What are some real sustainable clothing brands that I can support?

• Pangaia

• Patagonia

• Pact

• Amour Vert

• Outerknown

• Nudie Jeans

• Vuori