What is greenwashing? Why do fashion brands participate in greenwashed strategies?
One thing is certain. With time, the world of business has become more colourful, engaging, and exciting. Marketing and advertising teams around the world have mastered the art of storytelling through business campaigns.
About 50 years ago, businesses and advertisers used the “push strategy” meaning they pushed and forced products onto consumers on the basis of providing the best price in the market. The cheaper, the higher the demand would be. However, over the last few decades consumer and market behaviour has shifted from economic maximisation to value-driven proposition. As socioeconomic factors changes and consumer s earn more money, price is not the only factor that they may consider when making a purchase. Brands are recognising this change. In order to be successful, they must be great listeners. Consumers view brands as renowned citizens of their communities, and therefore they become symbols of consumers' ideal values. The product they sell are not just mere objects of function, but rather icons for consumer identities.
One of the most pressing issues of our time is climate change. We know the science. The facts are alarmingly clear, we are in a climate crisis. Consumers are actively looking to buy from brands that proactively recognise climate change as an urgent crisis, and work in ways to lower their impact on the environment. Climate crisis is a global issue inevitably impacts and influences the capitalistic economic society. So, how do businesses respond to this global emergency? Perhaps the important questions is how they respond versus how they should respond? It is well established that businesses and brands that address environmental and social issues are more liked. Consumers respond positively to business values that align well with their own. Why? Because it makes us feel good. For example, if you buy a pair of socks that claims it’s recycled or donates a portion of proceedings to a charity, you are more likely to purchase that product, and even pay up to 20% extra. That way you may find comfort in consumption.
Are more likely to buy something that claims to be eco-friendly?
Yes of course
No, not really
Brands recognise this. They know that the one thing consumers want is to detach themselves from shopping guilt.
Some brands may take this as an opportunity to re-strategise their sourcing options, and production methods to become more sustainable. Contrastingly, other (most) brands take the easy route and make empty claims. Greenwashing is a type of marketing/ advertising strategy that makes exaggerated claims which allude to the fact that their products and business actions are environmentally positive. Greenwashing is intended to mislead consumers to ultimately increase sales and brand equity.
Why do brands participate in greenwashing strategies?
It is a proven fact that more sustainable business strategies will lead to long-term profit, economically and environmentally. However, it can lead to tough short-term decisions in order to incorporate those plans. For example, a supermarket that has been using plastic packaging for almost all its products would need to negotiate deals with many (if not all) of its suppliers. This is an expensive and time-consuming process, and may not even guarantee results. The next time you do your food shop, observe how many different brands you bought from. Now imagine, the number of actors involved in that chain of supply, manufacturing, production, and delivery. Therefore, switching to more sustainable alternatives is most definitely a long-term plan that requires research, relationship management, and a clear vision that ensures the sustainability of all aspects. It’s tough. But, it is the only option we have to preserve the earth and resolve this man-made climate crisis. Many brands have taken a turn down the wrong path and embraced inauthentic green advertising to increase short-term sales. This means either completely lying about their current sustainable initiatives or exaggerating their figures and marketing messages in order to appear sustainable.
Clever marketing and attractive advertising are extremely difficult to navigate. As we scroll on our devices, we are bombarded with buzz words that tell us that this brand is the next up-coming, most sustainable, and the most ethical company in the world. Ironically, every brand seems to be doing that. Thinking about the fashion industry, we as consumers have exercised our power to demand products, and brand narratives that support our morals and values. However, this has also backfired on us because many fashion brands have used this narrative as a mere advertising technique than participating in real business change. As business models in our capitalist world still favours the maximisation of profit and growth, meaning that many businesses have been guilty of false advertising, greenwashing, and lying.
Greenwashing has created this mirage of useless noise that is drowning the need for real change. There is no clear definition of the perfect sustainable business strategy and what that would entail. Nonetheless, as consumers, we should demand transparency, authenticity, and honest reporting. Rather than greenwashed marketing campaigns that claim their products and services have changed, what seems like overnight, and become perfectly sustainable to help us rid the feeling of guilt and consumption anxiety. We demand progress, not perfectionism.
A Message to Business Decision Makers:
It’s not about us. We don’t want to feel better. We want to be part of the plan. A plan that will lead to real business strategies that are driven by environmentally friendly and socially conscious decision-making.
Yours Truly,
A Conscious Consumer.
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