BRAND MOOKS
The way we shop can change the world. When we buy a product, we are voting for the kind of world we want to live in – a better one or not. 65-70% of consumers around 35 years old worldwide choose brands or retailers based on their ethical practices. It represents 77 million ethical and environmentalfriendly consumers in Europe. Ethics in business shapes our shopping habits.
Conscious shopping can be difficult. Today, brands easily claim their products as “sustainable”, “conscious”, “bio”, “ethical”, “natural”… many key words which are not always aligned with the core strategy and inner workings of the brand.
In fast-fashion, H&M launched various sustainable collections these past few years - H&M Conscious, Close the Loop, Climate Positive 2040… Even if H&M makes many improvements with the development of great sustainable initiatives, claiming their sustainability is a little bit over-the-top. As example, their “bio” cotton is neither labelled GOTS nor OCS and their Tshirt “there is no planet b” is made from non-natural materials. Again, claims without any facts behind.
According to the Oxford Dictionary, ethical is: 1. relating to moral principles of the branch of knowledge dealing with these 2. morally good or correct 3. avoiding activities or organizations that do harm to people of the environment
How to know whether a product is ethical or if it is just a matter of marketing? In this article, we will give you some keys to spot what is true from what is not in order to differentiate “goodvertising” (also called ethical branding) and “greenwashing”. To approach the matter, let’s first define what is ethical branding.
POWER BRANDING
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H&M 100% viscose
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