The truth behind supposedly sustainable fashion is that it is not sustainable at all. Increasing awareness of the environmental impact of the fashion industry has resulted in emerging ‘eco-friendly’, ‘green’, and ‘conscious’ collections. These labels mean nothing to fast fashion companies but they do mean something to the thousands of trusting consumers being fooled. Studies have shown that people are willing to pay more for environmentally aware products which makes sustainability an effective marketing tool. Our high streets have been polluted by greenwashing. Greenwashing is presenting something to be environmentally responsible when it does not live up to the standard … Continue reading →
Environmental and sustainability awareness has been around in the society for quite some time now; and buzzwords like ‘ecofriendly’, ‘green’ and ‘sustainable’ seem to be omnipresent. In spite of the proliferation of these eco-buzzwords, the state of sustainability communications remains poor and lacking in authenticity. This poor state of sustainable communication, aided by insufficient focus on authenticity, further allows unscrupulous organizations to ‘green wash’ their business or products. The ‘greenwashing’, coupled with a lack of environmental knowledge on the consumer side engenders confused consumers who either despise any of the green eco-buzzwords or blindly accept green-washing as true sustainability. Currently, sustainability … Continue reading →
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