How Social Media is Exposing Greenwashing in Fashion
Countless fashion brands today are claiming to “go green”. On closer scrutiny, most of these claims turn out to be misleading. In fact, as many as 60% of the claims made by fashion powerhouses in the UK were found to be greenwashing.
Greenwashing is a deceptive trick where companies mislead consumers who are looking for eco-friendly products.
Luckily, social media has entered the world of consumer activism. It is no longer easy to fool buyers with tall claims and empty promises as people are increasingly using these platforms to uncover such deceptions and create awareness about them.
As a result, a new age of accountability has set in.
Let us find out how social media is being used to call out greenwashing in fashion.
Role of Social Media in Exposing Greenwashing
- Today social media has become a force to be reckoned with. It has provided consumers with various platforms where they can raise their concerns and expose greenwashing in fashion. They can challenge brands on their green claims and this can create pressure on the company for transparency.
- Trends and issues can go viral quickly. Concerns around any eco-related topic can be picked up quickly by others, triggering a reaction and a ripple effect. This can help in collective action being taken against the company for making false claims.
- The rise of social media has created a new breed of influencers. These are content creators with a large following who use these channels to create awareness around relevant issues. Influencers, who focus on sustainability help educate their followers about greenwashing companies. Companies are therefore pressured into taking tangible steps to enforce sustainable practices in their operations.
- When a company is brought under the spotlight due to social media exposure it faces immense public backlash. This creates a risk of legal action being taken against them. It can also lead to boycott movements which result in bringing down sales and damage the company's reputation.
How Brands Can Build Trust Through Social Media
Social media can go both ways. It can also be put to good use by businesses to help them gain the trust of consumers and earn customer loyalty. There are various ways fashion houses can use it to their advantage.
By Being Transparent
Brands need to be fully transparent to gain customer trust. Their sustainability efforts need to be shared clearly and honestly. When reports regarding their eco-friendly initiatives are shared on social platforms such as Instagram or Facebook, they get maximum reach.
Fashion houses can also use their socials to let consumers know about their sourcing and provide updates on progress made in all their initiatives.
By Displaying Third-Party Certifications
Social media provides an ideal platform for brands to display certifications they have received from third parties. These could include Fair Trade, GOTS and B-Corp certificates. Such stamps of approval go a long way in earning customer trust and confidence. This increased credibility translates into higher sales and revenue.
By Engaging with Consumers
If a brand has a social media presence, it becomes possible for customers to connect with them easily. It provides companies with an opportunity to engage with the target audience and collect feedback. Brands that show such commitment to satisfying their customers and answering queries win a loyal customer base.
Why is greenwashing in fashion on the rise?
So why this sudden rise in greenwashing in fashion?
The rise of greenwashing in the fashion industry can be traced back to the increasing demand for eco-friendly products. Consumers are now speaking up about their preferences. They often use social media to create awareness around sustainable fashion and end up rallying many others to join the movement.
However, It is not easy to switch from traditional production processes to modern sustainable ones. It requires major investments in the form of both time and resources. Many companies find it difficult to make these changes swiftly.
As a result, businesses often turn to greenwashing as a shortcut. They present themselves as eco-friendly to compete in a market where environmentally conscious consumers are willing to pay more for sustainable products.
However, they create an image of sustainability without actually making significant changes.
Examples of greenwashing in fashion
Many fast fashion brands have launched eco-friendly or green clothing lines to attract this new breed of eco-conscious buyers. But these brands have been caught red-handed countless times.
For example, H&M was called out by a New Yorker who pointed out that the company's sustainability claims were misleading. Similarly, Zara‘s carbon-captured polyester also faced criticism. Lulumelon launched a Be Planet campaign which failed to convince buyers and later had to face a class action lawsuit.
Many more companies have had to face similar consequences due to their attempts at greenwashing.
CELYSTM Fibre; an innovative solution
CELYSTM compostable fibre is an innovative material created by INTIMITI AUSTRALIA that can help resolve the issue of greenwashing in the fashion industry. It offers a genuinely sustainable material that can be used in fashion products so there is no need for such misleading practices.
Here’s how CELYSTM fibre can help:
- It is fully compostable under industrial composting conditions making it a truly sustainable fibre solving the issue of excessive waste generation and microplastic pollution.
- CELYSTM is certified by DIN & Seedling for the E.U. market and BPI for the NA market which provides proof to all sustainability claims giving customers confidence in the eco-friendliness of the products.
- Companies that are serious about adopting sustainable materials like CELYS, stand out from their competitors. This way they can prove their commitment to sustainability rather than relying on greenwashing tactics to boost sales.
On the whole, this innovative fibre can give fashion brands a real solution that can help them match the expectations of eco-conscious consumers.
Final word
It is time for businesses and fast fashion brands to show sincerity in their sustainability efforts. Consumers have proven time and again that they will not fall for misleading actions or advertising. They have educated themselves on how to pick out eco-friendly brands from the greenwashing companies.
And now that they are armed with the power of social media, their preferences can not be ignored.
