GOOD
Ecosystem
Gap Inc. and Banana Republic Make Huge Strides in Sustainability BY ADRIANA BACHMANN
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Now that more and more people are calling on corporations to step up their game when it comes to sustainability and social responsibility, we see companies making some hefty promises. Although it’s a positive sign that corporations are listening to their customers and working to change for the better, it can be hard to identify those that are serious about their newfound commitments to people and the planet. And when 60% of sustainability claims by fashion giants are greenwashing, a harrowing statistic found in a recent report by Synthetics Anonymous, can you blame us for being a little skeptical? So what exactly is greenwashing, and how can we spot it? Greenwashing, a relatively new term, is the practice in which a company exaggerates their sustainability credentials without supporting evidence. It’s usually seen as a marketing tactic used to fool the conscious consumer into thinking their purchase is minimizing harm to the environment and “making a difference.” A few places where greenwashing is most obvious is in a company’s product names, advertisements, labelling and packaging or any other accompanying information.
Trenchcoat is made with recycled polyester from 38.2 plastic bottles. www.bananarepublic.gap.com. Photo courtesy Gap, Inc.
In the U.K., where legislation surrounding commercial practices and sustainability claims is a little more advanced than in the U.S., the Competition
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Markets Authority (CMA) has published draft guidance on consumer-protection laws for businesses making environmental claims. This guidance will help readers identify which products and services that claim to be “sustainable” might actually mislead consumers. The CMA’s guidelines cover accuracy; the avoidance of ambiguity; not omitting or hiding important information; fair and meaningful comparisons between products; considering the full life cycle of a product and ensuring claims can be substantiated.
greenlivingmag.com
When looking over those guidelines, it’s easy to become overwhelmed with the thought of having to research every brand to make sure they meet these standards. Fortunately for us, if a company is doing their due diligence and keeping up with their sustainability promises, they usually like to share that information with their consumers. Thus, you’ll see businesses regularly publish reports where they delineate how they are working toward their goals. One example of this is Gap Inc. Gap recently published their 2020 Global Sustainability Report, a 48-page document where they walk you through their progress for each of their four lifestyle brands: Old Navy, Gap, Banana Republic and Athleta.
