Issue link: https://viewer.e-digitaledition.com/i/1497119
Meilin Wan VP For Textiles, Applied DNA Science "Greenwashing is synonymous with the marketing quote 'if it's too good to be true, it probably is.' More companies want to market and sell eco-friendly, sustainable products and services but many lack evidence to prove their claims. This is a problem that has a solution — it's called DNA and it provides identity to things that typically do not have identity or traceability. We see this as the right time to do the right thing." Jan Beringer Ph.d, Senior Scientific Expert, Hohenstein Group "Simple answer: Gather data through testing to substantiate sustainability efforts and achievements, to be trustworthy and to communicate this very openly. This also involves the supply chain. We always encourage brands to ask their suppliers questions and get independent proof about their raw materials 'sustainability' claims — especially about the test methods used to come up with this kind of data. Knowledge is the key here and has the power. Of course, it also involves educating the end consumer on the very basics of the material pathways to the final product. This can be included very easily in the sustainability story that most brands already have on their website. We as a 3rd party can help to curate a program and build a roadmap to specific sustainability metrics the company is trying to hit based on verified testing metrics and the corresponding data they provide." Beth Stewart Co-Founder/Executive Director, Redress Raleigh "Industry needs to be more transparent to counteract greenwashing. The onus should not be on customers to seek out information about materials, business practices, governance, and ethics within a company. The onus should also not be on nonprofits, NGOs, or other organizations to research and translate the inaccessible and incomprehensible supply chains of companies. Companies should prove they have nothing to hide by not hiding it, and by not hiding behind vague nonsensical language. Information on how clothing is made and who made it should be front and center, and have the evidence behind it, instead of massive sales and marketing campaigns. Being transparent can help encourage others to do the same, and increases understanding by exposing customers to the ideas behind words like 'sustainably' 'natural' and 'ethical.' The more transparency the industry creates, the less customers will expect perfection and the more they will start understanding the importance of actual data, specific measures, and concrete goals." Lisa Griplas Global Sustainability Communications Strategist, The Woolmark Company "We all know the global fashion industry is largely unregulated, with voluntary and self-reported brand claims the norm. This is perhaps slowly starting to change, with a raft of new regulatory proposals emerging across the EU and USA to address misleading environmental claims, meaning greenwashing may soon become a thing of the past. Stepping back from legislation, collaboration can play a critical role in combating greenwashing, by stopping the spread of misinformation and improving data literacy within the industry. Wrong data is arguably worse than no data, in the same way that setting targets which can't be measured can do more harm than good. Messaging needs to be clear, specific and backed up by evidence-based research, rather than using vague words and unsubstantiated claims. If it can't be backed up, don't say it. This is true for both B2C and B2B marketing, as ill-informed claims not only misinform citizens' purchasing decisions, but also brands' materiality assessments. Brands, and indeed media, need to go back to the source of the claims and ask questions, rather than take it with a grain of salt." n textileinsight.com Spring 2023 ~ Textile Insight • 33