Greenwashing in Fashion Marketing: Lies, Silence and Greenhushing

Greenwashing in fashion marketing makes it difficult for consumers to distinguish between companies taking genuine environmental action and those relying on misleading claims. Greenhushing, where businesses conceal or under-report their sustainability work, is another increasingly discussed tactic among large corporations.

What is Greenwashing?

Greenwashing is a practice where a company makes exaggerated or false claims about the environmental benefits of a product or service. The intent is to deceive consumers into believing that the product or service is more eco-friendly than it actually is. This practice has become a prevalent issue in recent years, with many companies using it as a means to deceive consumers into purchasing their products or services. A 2020 European Commission study found that a quarter of misleading environmental claims came from the fashion industry, suggesting it’s the worst culprit when it comes to greenwashing. This shows why greenwashing in fashion marketing remains such a serious issue for consumers trying to make responsible choices.

To avoid falling prey to greenwashing, as consumers, we should all be aware of the types of claims that companies make about their products or services. Here are some common examples of greenwashing claims. Recognising these tactics is one of the clearest ways to identify greenwashing in fashion marketing.

• Vague or meaningless terms: Companies may use terms like "natural" or "eco-friendly" without any clear definition of what those terms mean.
• Irrelevant claims: Companies may make claims about the environmental benefits of a product or service that are irrelevant to its overall impact on the environment.
• False certifications: Some companies may use fake certifications or labels to make their products appear more eco-friendly than they actually are.

By being aware of these tactics, consumers can make more informed decisions about the products and services they choose to purchase.

What is Greenhushing?

Greenhushing refers to the intentional under-reporting or concealment of an organisation's green or ESG credentials from the public eye to avoid scrutiny. While some businesses use the guise of being "quietly conscientious" to avoid the limelight, this vagueness may lead to the assumption that they are greener than they actually are.

However, it’s not all bad. Genuinely eco-minded companies may have reasons for under-reporting their sustainability credentials. Smaller firms may fear being asked for excessive amounts of data, which could strain their resources. In some cases, companies may prefer to test their green credentials over a longer period before announcing their impact. This can protect them from regulatory fines or accusations of greenwashing, which may come under greater scrutiny if announced prematurely. However, greenhushing can make greenwashing in fashion marketing even harder to assess because consumers receive less information about a company’s genuine progress.

Greenwashing vs Greenhushing

Governments and regulators are beginning to take stronger action against greenwashing in fashion marketing and other misleading environmental claims.

The European Green Deal introduced a proposal for new EU greenwashing legislation in March 2023. The legislation aims to prevent companies from making ambiguous, generic, and unverified environmental claims with terms such as “sustainable”, “ethical” and so on. It also outlines specific criteria for companies to verify their environmental claims and labels, which must be reviewed by an accredited and independent verifier. Furthermore, the legislation sets out new guidelines for environmental labelling.

Some experts predict that stronger regulation could lead to a new period of greenhushing. While tackling greenwashing in fashion marketing is essential, excessive silence could also slow environmental progress. If fewer companies communicate credible sustainability practices, other businesses may feel less pressure to improve their own operations.

Have you noticed greenwashing in fashion marketing from a brand you once trusted? Share your experience in the comments below.

[info sourced on euronews.com, vogue.co.uk

All images sourced on canva.com]