3 weeks ago
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This article is part of Glossy’s “Earth Month” series, highlighting the fashion and beauty brands leading in sustainability and regulatory compliance. The series explores the challenges related to sustainability, including marketing initiatives, preparing for legislation and reporting on commitments.
In the increasingly environmentally conscious marketplace, the term “greenwashing” has emerged as a critical concern. Greenwashing occurs when a company misleads consumers about the environmental benefits of a product or service.
“Greenwashing is really about marketing, which is why it’s particularly strong in the fashion industry,” said George Harding Rolls, campaign lead at advocacy organization Actions Speak Louder. “We’ve all become very concerned about the climate crisis and other environmental and social sustainability issues. The fashion industry has seen that as a huge marketing opportunity to say, ‘We can help you dilute that guilt by selling and marketing new products.’”
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English (US) ·