6 Ways To Be Greenwashing Vigilant

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Brands are making great strides to becoming more eco-friendly — but there’s no doubt some are simply greenwashing to sell more clothes. Here’s how to make sure your purchases are really sustainable.

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Eco-conscious, environmentally friendly, sustainable — these are just some of the buzzwords being used to promote the green credentials of brands and corporations. But while the surge of companies responding to the climate crisis is hugely positive, it can be difficult to know whether you’re being a responsible consumer or buying into greenwashing.

This common practice means it’s important that consumers do their research and ask questions. “Don’t just listen to the marketing,” comments Harriet Vocking, chief brand officer at sustainability consultancy Eco-Age. “Look at the company’s website and read what they are doing.” Find out whether brands have measurable targets set out on their website. “What quantifiable goals do they have listed publicly?” Razvi adds. “Companies truly committed to sustainable practices are setting ambitious goals that can be backed by science. They measure and are committed to reducing environmental impacts [every year].”Natural materials such as viscose, rayon and bamboo are promoted as eco-friendly, but it depends on how they’re sourced.

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