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When you’re shopping and trying to minimize your environmental impact, it takes an extra step to find the best possible products. You might read the ingredient list or fabric composition to learn more about the raw materials. Or, you might check out a sustainability report… granted if you have time to read a 25-page document. But, when you only have a few minutes to check out green brands from their greenwashing counterparts, how can you quickly tell whether or not a brand is sustainable?
There are a few things that you can look for to ensure that a brand is being honest and truthful about their impact. Watch this video to see the 4 tips or keep reading below for the roundup.
Beware Of Buzzwords
Natural. Sustainable. Eco-friendly. We’re in the age of brands going ‘green’. You’re likely seeing these words in advertisements and glossy campaigns. But, if a brand overuses them without getting into the specifics, it can be nothing more than a glossy campaign. Sustainable brands share the steps they’re taking to minimize their environmental impact. That could look like a brand using certified organic cotton or tencel in place of plastic-based materials like polyester. They might use paper packaging materials that are compostable to minimize waste or they could even share a list of the factories that they partner with to allow customers to take a first hand look at who is making their clothes.
Check For Unsubstantiated Claims
Does a brand claim to use sustainable fabrics? Do a quick check to find exactly what those fabrics are. Do they claim that they use sustainable packaging? What exactly are those materials? Are their packaging materials biodegradable, recycled and recycled? Claims are only good if they’re backed by actions. Some brands might display this with a sustainability report or a page on their website dedicated to their sustainable efforts. And, remember, the more detailed, the better.
Gap’s Sustainability Report: How The Brand Is & Isn’t Eco & Ethical
What Are Their Promises?
For brands that are becoming more sustainable over time, check to see how they’re accomplishing their goals and what their time frames are. There is no perfect sustainable brand. Every product makes an impact. If a brand is aware of that and looking for solutions to minimize their impact by reducing their waste, CO2 emissions, water waste and pollution, etc. that shows that they’re a sustainable brand who gets it. Sustainability is about making the best decision, not marketing blanket statements to customers to encourage consumerism.
Do They Have Certifications?
A brand might state that they use 100% organic cotton, but it could be difficult to verify whether or not a farmer uses organic seeds and farming practices. There are certifications like GOTS or USDA Certified Organic Cotton that verify farms and fibers to validate whether or not they’re organic. There are other certifications from third parties such as the Fair Trade Organization that use a multi-step process to ensure that items are made in an environment that economically benefits workers. Certifications are one step a brand can take to verify the ethical and sustainable aspects of their products while communicating that to customers.
Are Their Prices Too Good To Be True?
Cheap fashion means cheap labor and cheap materials. It also hints at corners being cut to keep costs down. It’s unlikely that a top boasting a $3 price tag was made using organic cotton which costs about 4 times more than conventional cotton. Or, has certifications from 3rd-party organizations which sometimes come at an extra cost to brands. When prices are this low, it’s usually because production costs (that also include workers’ wages and benefits) are also kept low. Even a brand claims that the items are part of a ‘green’ or ‘conscious’ collection, price tags that are too good to be true usually hint at the truth behind the campaigns.
How To Understand “Greenwashing” In Fashion As An Average Consumer
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