WHAT IS GREENWASHING? HOW TO AVOID IT WHEN SHOPPING SUSTAINABLE FASHION!

WHAT IS GREENWASHING? HOW TO AVOID IT WHEN SHOPPING SUSTAINABLE FASHION!

Eco-friendly, ethical, sustainable, green. These words can be used to convey a false impression about how a company's products are more environmentally sound. But, with these trendy words today’s savvy consumers are looking a bit deeper into the brands they are purchasing from - not wanting to fall victim of Greenwashing.

Keep watching to learn how you can become a savvy consumer when it comes to this misleading practice. Welcome back to JAG RealTalk - If you’re new here JAG is short for Jordan Alliance Group we’re a consulting firm serving the fashion industry and we can help you to optimize your operations and increase profitability.

In marketing, it's considered the process of conveying a false impression about how a company's products are more environmentally sound. Coined in 1986 by environmentalist Jay Westervelt, greenwashing — or ‘green sheen’ — is when a company uses misleading or false claims to suggest it’s doing more for the environment than it actually is.

Have you ever been “greenwashed” before? Leave us a comment below to let us know what happened! I think this is a very common occurrence within the health food industry as well.

Here are a few tips to avoid Greenwashing: Check that the company has measurable sustainability goals on their website, that can be backed by science. Natural doesn’t always mean eco-friendly - certain fibers like bamboo may be natural but it all depends on how it is sourced. Watch the term “vegan”. Vegan leather may not be made from animals but it can be made from oil which can be very harmful.

Research where your clothes are made and how their factory workers are treated. Check for certifications a few are: Bluesign, Cradle to Cradle Certified and Fair Trade Textiles Standard Invest in brands that integrate sustainability throughout everything they do, not just one “eco-friendly”

https://www.fairtrade.net/standard/textile

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