Beyond Greenwashing: How to Tell If a Fashion Brand Is Really Sustainable
In a world where everyone wants to be seen as “green,” brands know that claiming sustainability can boost sales.
But not all eco-friendly promises are what they seem.
Welcome to the world of greenwashing where marketing sounds responsible, but the reality falls short.
From vague buzzwords to misleading claims, spotting a genuinely sustainable brand can feel like a guessing game.
What Is Greenwashing?
Greenwashing happens when companies market themselves as environmentally friendly without consistently backing up those claims.
It’s not always intentional, sometimes it’s about not providing enough information or focusing on one small effort while the rest of the brand stays unchanged.
It’s important to remember that not all brands claiming sustainability are misleading.
Many small businesses genuinely strive to make a difference, even without expensive certifications.
But with sustainability becoming a trend, it’s worth learning how to spot when a claim feels a bit too good to be true.
According to a report by the Changing Markets Foundation, around 59% of sustainability claims in Europe/UK are misleading. This highlights why it’s essential to dig deeper when brands promote eco-friendly collections.
How to Spot a Truly Sustainable Brand
If you’re committed to shopping consciously, here are some key tips to consider:
- Look for Clear, Specific Claims:
- Does the brand clearly explain what makes their product sustainable?
- Avoid vague terms like “eco-friendly” or “natural” without context, it doesn’t necessarily mean the brand is being deceptive, but it’s worth checking what they mean by those terms.
- Check for Transparency:
- Ethical brands are usually open about their sourcing, materials, and production processes.
- Small, independent brands may not have all the certifications, but they often share stories about their practices and values.
- If the information is clear and honest, it’s usually a good sign.
- Balance Between Profit and Purpose:
- Sustainability doesn’t mean sacrificing profitability, many responsible brands aim to be both ethical and successful.
- It’s not just about investing in environmental initiatives, but also about making thoughtful choices within their business model.
- Support Small and Independent Brands:
- Sometimes, the most sustainable choices are made by smaller brands that are closer to their production processes.
- Look for those who focus on quality, durability, and ethical practices, even if they can’t afford major certifications.
A Common Pitfall: The “Conscious” Collection Trap
Some brands introduce a small sustainable line while the rest of their business remains unchanged.
This doesn’t mean they’re entirely misleading, it’s a step in the right direction.
However, it’s important to consider whether these collections are a genuine effort or just a way to attract conscious consumers.
How to Shop Smarter
Here’s how to support responsible fashion without getting overwhelmed:
- 📝 Do Your Research: Visit the brand’s website and look for sustainability reports or initiatives
- 💪 Support Honest Efforts: Reward brands that are transparent about their practices even if they admit they’re still working on improvements
- 🌍 Think Small and Local: Independent brands often practice sustainability more authentically, even without certifications
- 🔁 Buy Less, Choose Well: Sometimes, the most sustainable choice is to invest in quality over quantity
It’s not about being perfect, it’s about being aware and making choices that align with your values.
If you’re curious about how social media drives fashion overconsumption, check out our recent article on The Trend Trap: How Social Media Fuels Overconsumption.
Sustainability is a journey.
It’s not just about holding brands accountable but also about supporting positive change even when it’s imperfect.
Whether it’s a local artisan brand or a bigger name making small steps, the goal is progress, not perfection.
And when brands genuinely try to be better, they deserve our support.
