I only very recently learnt the meaning of ‘greenwashing’, so I completely understand the confusion going on in your head right now.
The exact definition of ‘greenwashing’, as provided after a quick google search, is;
Greenwashing is the practice of making an unsubstantiated or misleading claim about the environmental benefits of a product, service, technology or company practice.www.whatis.com
Consumer manipulation is nothing new. In fact, I would put money on shopping never having existed without it. Since the dawn of the shopping channel, people have been guided, held by the hand and led to the latest must-have purchases. But as popularity increased, so did the competition.
So what does this have to do with ‘greenwashing’ you ask?
There has been a massive (and fabulous) shift towards more eco-conscious and ethically produced fashion and although slow-fashion is by no means new, a lot of people are starting to see the light in the dark corners of the fast-fashion world and are not liking what they see.
With so many people becoming more aware of the environment and their individual impact, companies are beginning to shake.
Shake it up, I meant shake it up.
So companies are re-branding, re-thinking their actions and the effect their actions have on environment.
Except, in most cases, it isn’t their actions that are changing, it is their descriptions, their advertising and a small portion of their actions.
Before I started writing this, I decided I wasn’t going to name names or point fingers for a number of reasons. I don’t believe that these brands deserve recognition or require any more coverage.
I really didn’t want to mention the names of the brands responsible for misleading their customers, but I do think it is important that they are held accountable.
So, lets talk about greenwashing.
So many well known companies are jumping on this ‘trend’ of a want for a better and more ethical fashion industry and with that, are finding new ways to promote and sell products.
Creating this small mirage of good in some ways puts a curtain over all the bad backstage carnage that is happening. Countless high street stores now sell ‘organic cotton’ t-shirts and without disputing the small, positive steps they are trying to make, we must remember the reasons behind our want to do good. Is it to make the world a better place or is it because it’s profitable?
Yes, these brands have taken our trust, our want for change and our money in a way that is not right. Yes, they have used sheer manipulation to gain popularity but I can’t help but see the positives in this.
These companies are globally renowned and they’re trying to change.
Because of us. Because of the pressure we are putting on them and because of our want for change. Our purses matter to them but its our purse and we have the choice to support the companies that we believe in, the honest ones.
Because we now know the truth.