Table of Contents
The Greenwash Jungle
In the vast landscape of sustainability claims, a perilous path lies ahead. Small brands sing sustainability tunes, often greenwashing, while major players opt for silence, fearing the repercussions of unverifiable claims—enter the realm of green hushing.
Today, we're on a mission to unravel the secrets of authentic communication without falling into the greenwashing trap.
Define Your Battle: Brand Strategy
In the war against greenwashing, your first weapon is a robust brand strategy. While using sustainable materials is commendable, it's crucial to pinpoint a specific focus for communication. Whether it's CO2 emissions, animal welfare, durability, or biodegradability, pick your battle wisely. We spoke about this on product claims and verifications. Remember, your brand is only as strong as its weakest sustainable link.
Small Brand Freedom vs. Big Brand Scrutiny
For smaller brands, a degree of freedom exists, with fewer "watchdogs" meticulously examining every move. However, as your brand grows, so does the potential interest in discrediting your sustainability claims. The bigger you are, the stronger your backup needs to be.
Communication Strategies: A Tactical Approach
Durability: The Litmus Test
When championing durability, meticulous testing is your ally. Conduct comprehensive tests, not just in-house but also through external certified laboratories. Disclose results, compare with industry standards, and showcase why your product stands out. Remember, durability tests vary—cotton requires a different approach than cashmere or footwear.
CO2 Emission Transparency
For CO2 emission claims, transparency is non-negotiable. Define a clear methodology, specifying whether you refer to scope 1, 2, or 3, and elucidate your recalculation process. Share the types of data used, differentiating between primary and secondary sources and the third party for the LCA. Take inspiration from trailblazers like Allbirds, the first major brand to unveil their CO2 footprint and methodology.
Lower Impact Communication: Beyond CO2
Extend your sustainability narrative beyond CO2 to encompass broader environmental impacts—water usage, chemical management, and energy consumption. Seek assistance from professional entities like Sustainable Brand Platform, Ympact, or ACBC (among others) for impact calculations. Forge clear agreements and consider incorporating their KPIs into your communication strategy, aligning with international and national laws. Those platforms can also help in complying.
Biodegradability: Embracing the Seasons
For those banking on biodegradability, especially for seasonal products, adherence to standards like ISO 14855 or ASTM D6400 is a must. However, real-world conditions differ from lab settings. Test your products in actual compost facilities, acknowledging the nuances that may exist beyond standardized conditions. Find a way to get your product back for composting, your customers will not think about it.
What about the UN?
In case you have still some doubts, the UN has published "The Sustainable Fashion Communication Playbook". You can download and get your creativity to navigate around it.
Conclusion: Beyond the Green Hush
In the pursuit of authentic sustainability communication, we navigate the minefield, armed with transparency, verifiable data, and strategic alliances. Steer clear of greenwashing mirages, and let your brand's commitment to a greener future shine through. After all, in the world of sustainability, actions speak louder than claims. Happy navigating
