From the moment that sustainability became a key topic, green washing went hand in hand. For those who do not know what we are talking about, green washing occurs when a brand abuses the word sustainability, using it only for marketing purposes or, even worse, deceiving the public, making them believe that what they are buying is not harmful, when in reality it is. In a nutshell, it’s not enough to insert the word ‘sustainable’ to be it for all intents and purposes!
Although the main elements that lead a person to the purchase decision are the price and the aesthetic of the product, we live in a society in which the consumer is increasingly careful to the environment. Brands know this and take advantage from this point. So, pay attention!
How to avoid green washing? This is the million euro question. The real solution would be complete transparency from all brands. Unfortunately, at the moment this is not possible. Transparency goes from the materials of the product, to the production process, to the condition of the workers. Often, brands focus only on product raw materials, neglecting all the other thousand factors that actually impact society and environment. If a product is made from natural fibres but workers are underpaid is not sustainable at all!
The best thing we can do as consumers is to inform about the product we want to buy, but also about the brand itself and its initiatives. When a company claims to be sustainable, it must carry data that certifies its commitment to the environment. Not only that, these data must also be easily found by anyone, we all have the right to know how a company works before buying a product!
The question we have to ask ourselves is: ‘Is it green washing or real green?’
