Clarity about sustainability is essential if we want a future-proof fashion industry. Sustainable leaders have the right to compete honestly, and consumers have the right to make more sustainable choices with confidence. 82% of people want companies not only to take responsibility but also to lead in the sustainable transition (Vermeulen and Verleye, 2023). If this doesn't happen, people feel left on their own, which can lead to less action on their part.
We can only eliminate greenwashing by standing together: companies, retailers, consumers, NGOs, media, and policymakers.
Have you spotted what you believe to be a greenwashing campaign or claim from a brand or shop and wish to get support in investigating the claim or simply want to report it, you can do it in few simple steps here.