THE EFFECTS OF GREENWASHING

As scientists are becoming more aware of the lasting effects of humans on the environment, shopping in alternative, eco-friendly ways is becoming increasingly popular.

Generation Z has shown peak interest in wishing to shop sustainably. Because of this, many brands are beginning to make the switch to sustainable fashion by choosing natural or recycled materials and using recycled packaging. However, as shopping sustainably becomes more popular, many brands aren’t being completely honest about their environmental intentions.

Greenwashing is a term used to describe brands that convey a false impression of sustainability. Greenwashing deceives consumers into thinking a brand is more environmentally friendly than it actually is. Because sustainability within a brand is appealing to consumers, brands will then use the greenwashing tactic in order to make their brand appear good for the environment.

The problem with greenwashing is that many consumers don’t recognize the difference between an authentic sustainable brand and one that is falsely advertising in order to make themselves look better. Most of the brands that tend to greenwash in their marketing towards consumers are fast fashion brands. Brands that have been known to greenwash include H&M and Lululemon. . Because these brands tend to market toward a younger audience, it’s easier for them to get away with greenwashing their products and production process.

Montara Drees, a college student deeply invested and interested in fashion and environmental change and her brother Malique, discussed their knowledge of greenwashing.

“It’s kind of a way to deceive people into buying their products with the idea that they’re paying for something environmentally friendly but in reality, they’re spending the same amount of money on something that’s actually not good for the environment at all,” said Montara. .

Montara and Malique have done research into sustainable fashion and shopping in eco-friendly ways is something that is important to them.

Montara takes many steps to try and be as environmentally friendly as she possibly can. Montara says she believes doing research before you shop is the best way to learn which brands are sustainable and which aren’t.

She uses an app called “Good on You” that allows users to see how ethical and eco-friendly brands are. They have a rating system that ranges from “We Avoid (1)” to “Great (5).” This app is helpful for people who wish to do further research on a brand before they buy from them or continue to buy from them.

Malique says that shopping at small businesses is also a good way to get authentic and eco-friendly products. Though it can be hard for college students to shop sustainably, there are still options for students who wish to shop for environmentally friendly fashion. Some of these brands include Pact, Threads 4 Thought, Patagonia, Groceries Apparel and many more.

Because no brand can become sustainable overnight, there are many brands going through the process of becoming more eco-friendly and hoping to be completely sustainable in the future.

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