Why is greenwashing a problem?
As ethical fashion gains attention, the term "greenwashing" has also come into frequent use. This refers to the attitude of companies that pretend to be environmentally and ethically conscious, but in reality do not take such measures. In recent years, advertising review and consumer scrutiny have been strengthened, and more transparent information disclosure is required to maintain the credibility of brands.
Examples of Greenwashing
For example, there are cases where a product claims to be "made with some environmentally friendly materials," but in reality the entire manufacturing process emits a large amount of CO2 or the working conditions are poor. In an extreme example, there are also cases where the product is perceived as "sustainable" simply by coloring the packaging green.
POINT Much of greenwashing consists of vague expressions and a lack of specificity.
How to identify trustworthy ethical brands
For consumers and buyers to identify a genuine ethical brand, there are a few key points to look for:
- Third-party certification (e.g. GOTS, Fair Trade, B Corp, etc.)
- Transparency of supply chain information
- Are specific initiatives quantitatively disclosed?
- Whether or not there is a report (sustainability report)
- Are your communications on the website and social media consistent?
What expressions should sellers be careful of?
Even when selling products on e-commerce sites such as Shopify, vague expressions such as "environmentally friendly" or "ethical products" may cause problems in Google AdSense ad review. By clearly indicating supporting facts (e.g. certification marks and factory information), you can not only gain trust from consumers but also ensure the stability of platform operation.
Common misconceptions and the right approach
It is not enough to assume that "everything is ethical because it has certification," but rather it is important to determine whether "the reality is there." Also, even if all products are not completely sustainable, there are an increasing number of cases where a company can gain sympathy from consumers by carefully explaining the improvement process.
POINT Rather than striving for perfect ethics, showing "continuous effort" leads to realism and trust.
Be careful with images and copy
You should also pay attention to the selection of images and copy. For example, when using visual elements such as "nature," "earth," or "children," make sure that there is a basis for the context and placement. Especially if you are aiming to advertise, we recommend adding careful captions and explanations so that the images do not give false impressions.
summary
"True ethics" refers to practices that are backed by transparency, consistency, and continued effort. It is important to have a clear perspective and not be fooled by appearances or words.