In recent years, the concept of green washing has become a hot topic in the world of fashion!
Brands have been called out for their deceptive marketing tactics. Where they claim to be environmentally friendly and sustainable. While still engaging in practices that are far from it.
However, amidst this controversy, an ironic phenomenon has emerged! The green washing itself has inadvertently sparked a buzz for sustainable fashion.
What is Green-Washing?
Green washing refers to the act of misleading consumers into believing that a company’s products or practices are environmentally friendly when they are not.
This can involve using vague or ambiguous language. Making unsubstantiated claims, or simply exaggerating the environmental benefits of a product.
Many brands have been guilty of green washing. Attempting to capitalize on the growing demand for sustainable products. Without actually making significant changes to their operations.
The Positive Side Effect
While green washing is certainly problematic and misleading. It has inadvertently had a positive side effect…
By bringing attention to sustainability
and raising awareness about the importance of eco-friendly practices.
It has ignited a conversation and created a buzz around sustainable fashion.
Consumers are becoming more conscious of the impact their choices have on the environment. They are also demanding more transparency from brands.
The irony lies in the fact that while brands were engaging in green washing, they were unintentionally promoting the idea of sustainability.
The discussions and debates surrounding green washing have shed light on the need for genuine sustainability efforts within the fashion industry.
This, as a result increased awareness has prompted many brands to take a step back and re-evaluate their approach, ensuring that they are truly ticking all the boxes when it comes to sustainability.
The Demand for Sustainability is still LOW!
However, it is important to note that despite the growing interest in sustainable fashion, the demand for sustainability still lags behind other trends in the industry.
There has been a recent spike in fast fashion consumption. Fuelled by platforms like Shein. Showing that Fast-Fashion continues to grow as of 2023!
This has overshadowed the progress made in promoting sustainable practices.
Highlighting the need for continued efforts! To educate consumers about the importance of sustainable fashion and to bridge the gap between awareness and action.
Fast fashion continues to grow
Shein’s rapid rise in popularity can be attributed to various factors, including its affordable prices, trendy designs, and effective marketing strategies.
The brand has continued to capture the attention of millions of shoppers worldwide. As evidenced by its growing financial figures!
In 2022, Shein generated $30 billion in revenue, representing a remarkable 91% increase from the $15.7 billion it made in 2021. Additionally, Shein boasts an estimated 74.7 million active shoppers, with 13.7 million based in the United States alone.
Furthermore, the brand’s mobile application was downloaded a staggering 200 million times in 2022. Making it the most downloaded shopping app of that year. It is inline for another promising 2023!
WHY?
The perception of sustainability still varies among individuals. It can be influenced by factors such as education, awareness, and personal values. Some consumers may prioritize sustainability and actively seek out brands that align with their values. While others may prioritize affordability or other factors when making purchasing decisions.
The future is sustainable
The exposure of green washing has also encouraged customers to delve deeper into sustainability. Transparency will inevitable help to spread a deeper understanding on the impact of fast fashion and the need for sustainability.
This shift in consumer behaviour can be seen as a positive outcome of the green washing controversy, as it pushes brands to be more accountable and genuine in their sustainability claims.
While the talk of sustainable fashion may still be moving slowly within the fashion world, it is undeniably the direction in which the world is heading. The urgency to address ethical and environmental issues and reduce the fashion industry’s carbon footprint is growing stronger each day.
As consumers become more informed and conscious of their choices, sustainability will become an essential consideration for all brands. With increased awareness and transparency from brands, it is only a matter of time before sustainability becomes a standard practice in the fashion industry.