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UK brand investigation shows greenwashing simply won’t wash any more

greenwashing

Lucas Modrich, Retail Systems Architect at retail software specialist, Retail Directions explores the phenomenon of greenwashing. He looks at how the news that the ‘eco-friendly’ claims made by Asda, Asos and Boohoo about the sustainability of their fashion brands are being investigated by the Consumer Market Authority (CMA).

This acts as a stark reminder to all retailers that popping the word ‘sustainable’ across branding isn’t going to cut the mustard with discerning and eco-savvy consumers. Lucas also looks at how retailers can successfully link creative and innovative ‘green’ thinking with processes and technologies that enable them to both manage and deliver on their brand promises, while ensuring that they stand out from the greenwash crowd and stay off the CMA’s radar – helping to increase consumer confidence.

Sustainability and greenwashing

Sustainability has become a powerful value proposition for increasingly conscientious consumers – a proposition which fashion retailers have been keen to harness in their marketing messages.

Consumers are more in-tune with the environmental impacts of their buying habits than they ever have been and quite rightly, as some estimates show that fashion is responsible for between 2% and 8% of global carbon emissions. Consumers are actively seeking out companies that have sustainable values and business practices that mirror their own ideals – ultimately making sustainability a core attribute of the brands they trust.

Yet, with the news that the ‘eco-friendly’ claims made by Asda, Asos and Boohoo about the sustainability of their fashion brands are being investigated by the Consumer Market Authority (CMA), it is a stark reminder to all retailers that popping the word ‘sustainable’ across branding isn’t going to cut the mustard with discerning and eco-savvy consumers.

It simply is not ethical, legal and is potentially causing harm to the entire ‘green’ movement.

Industry must work together to ensure that retailers have the tools to properly deliver against their green ambitions and need to take ownership of their responsibility for sustainability, throughout the whole product life cycle.

However, truly delivering against this mantra can present a real headache for retailers when trying to manage the overall practicalities of operating sustainable processes, such as restocking, repairs, and reselling. This is where retail management systems play a pivotal role in enabling retailers to manage reverse logistics, for example, making it easier to manage circular retail strategies.

Retailers that can successfully link creative and innovative ‘green’ thinking with processes and technologies that enable them to both manage and deliver on their brand promises, will make huge leaps in ensuring that they stand out from the greenwash crowd and stay off the CMA’s radar – helping to increase consumer confidence.

These investigations should be a massive wake up call for fashion retailers to make sure that their own practices are not only ethical, but are in line with the law – otherwise, collectively, we risk undoing all the good work done on sustainable practices.

Scurri