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Green-ness And Good-ness


At Truth&All we believe in Goodness. Baked in Goodness. That comes from the centre of what you do and why you do it. However, there are some companies out there who talk goodness, but don’t walk goodness. Their centre is not good. And it is not green. Greenwashing is increasingly common across our industry, and since it is extremely sneaky and less obvious due to being embedded into a marketing campaign, it is always difficult to spot.   Allow us to walk you through some easy signs to identify greenwashing attempts:

 

Impressive Initiatives not Relevant to Fashion Manufacturing Process

Decorating the office with beautiful plants, supporting initiatives to curb carbon emissions, or installing solar panels across all retail and business venues does not validate a brand’s sustainable or eco-friendly identity.

A sustainable and ethical fashion brand will be clear and transparent about revealing its supply chain and manufacturing processes, and the sustainability report is an important document that you must consider reading. It will introduce you to the actual measures a brand has taken to curb its environmental hazards and give back to the community.

 

Steer Clear of “recycled” Packaging

Most brands tend to divert attention from their manufacturing processes by claiming their packaging is either “recycled” or at least, “recyclable”. This is a blatant attempt to portray themselves as a brand that is focused on reducing and reusing waste, however, these gestures mean nothing because the manufacturing processes across the fashion industry are responsible for unprecedented amounts of wastage and pollution.

 

Mighty on-paper Claims about Environmental Targets

There is a common trend of exaggerating the environmental targets set by fashion brands simply to mislead consumers to believe that they are making a huge impact on the ecosystem and society. For instance, if a brand claims to have reduced 50% of its carbon emissions, all the while expanding its overseas operations, opening up more and more boutiques, and driving up its manufacturing processes to produce more clothes and items, how can such a claim be true?

 

Greenwashing Working Conditions

Majority of the fashion brands outsource their production and manufacturing units to countries that have horribly low standards for minimum and living wages, and do not pester firms about their working conditions. Bangladesh, India and South African amongst many other countries, provide mass-producing fashion brands a great opportunity to boost their revenues with the luxury of underpaid workers, and low working conditions.

Keep in mind that regulating working conditions can be very difficult, and branding techniques and marketing campaigns always whitewash and decorate this aspect to conceal as much as they can about the brands labor standards.

 

And finally. Delivery Method. Yes, you heard us right!

This will seem like such a small part of the supply chain, but that is the point and it is also the most telling. How does a brand get to you? Have you asked? A truly green brand would have thought about that. And have a green initiative in place. Like us. Because we sweat the small stuff. And the small stuff adds up. The small stuff is the centre and it matters. It is the foundations that you are built on. Not the story you choose to tell. Ask about delivery. And it will tell you all you need to know.


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