Hi Swappers!
A bit ago we made a post about greenwashing and how companies abuse the term to convince us to buy products that aren't actually green. (If you missed it, you can check it out here: https://www.instagram.com/p/CK7oodqn8sJ/)
As promised, we are going to share a few resources regarding the topic with anyone curious to learn more.
Is Everlane Really Ethical? - A Youtube Video by Levi Hildebrand (https://www.youtube.com/watch?v=x47di-8jt8I&t=479s)
If you haven't heard of Levi Hildebrand yet - this is your sign to check him out! His Youtube channel is focused on sustainability and 'saving the world' as he addresses more issues like this one in captivating ways. In this video, Levi talks about Everlane's "radical transparency" and whether or not the company is as ethical and sustainable as they say. It is a very informative video that is particularly relevant with the recent surge in companies similar to Everlane.
2. Sustainable or Greenwashing? How to Evaluate Fashion Brands - A Youtube Video by imperfectidealist (https://www.youtube.com/watch?v=oUaBpU4t5-E&t=10s)
"Sustainability is a marketing tool now, and unfortunately, not every company lives up to the claims it makes." That is the opening sentence for this video, and it very much speaks for itself. The sad truth is that sustainability is, for the larger part, a marketing tool for companies these days. It is a way for firms to make more money by alleging to be ethical and green but in reality being far from it. We know know to approach sustainability claims with scrutiny - but how? Where do we begin? This video is a great resource to get you started.
3. The Deception of Greenwashing in Fast Fashion - An Article by DownToEarth (https://www.downtoearth.org.in/blog/environment/the-deception-of-greenwashing-in-fast-fashion-75557)
Can a company like H&M rightly claim to be sustainable through its Conscious Collection line? Is there any legal accountability tied to terms such as 'ethical' or 'eco-friendly'? You might find this article useful in learning more about how some fashion brands sincerely persevere to be sustainable.
Closing Up
Nobody likes a liar. Businesses should not be getting away with false claims of being green and ethical. Sustainability is not a trend corporations can hop on when it's hot to make more profit. Sustainability is a commitment, and a very important one at that. We already know the implications of being unethical and unsustainable. We can educate ourselves to the brim about greenwashing, but the question is - how are consumers being protected from it? Where are the laws that punish companies for the deliberate strategy (Bowen and Aragon-Correa, 2014) that is greenwashing? Why are certain governments so adamant about protecting consumers from mistaking plant-based products for non-plant-based products but not about protecting them from dishonest green marketing?
Additional Resources:
Greenwashing? Ekstrand, Susie Stærk; Nilsson, Kristine Lilholt (This is a scholarly article with restricted access, but you can find it through your university or community library.)
How is Greenwashing Regulated in Canada? https://thevarsity.ca/2019/09/21/how-is-greenwashing-regulated-in-canada/
If Gen Z Killed Fast Fashion, Why is Fast Fashion Still Booming? https://www.dazeddigital.com/fashion/article/51797/1/gen-z-millennial-sustainability-fast-fashion-thrifting-depop-boohoo-missguided (This is not a direct look at greenwashing, but an insightful article from a fashion lens).
Mazda and Lorax commercial, which faced immense backlash: https://www.youtube.com/watch?v=DKKA3M-2sJc