Fashion’s greenwashing gap

It is not unusual for fashion brands to market themselves as eco-friendly, but when these claims portray a product or service as better or less harmful for the environment than it truly is, it is greenwashing.

In 2022, the Australian Competition and Consumer Commission’s (ACCC) internet sweep of environmental claims identified the fashion industry as a major contributor to misleading environmental assertions.

This problem persists, with the ACCC – alongside other members of the International Consumer Protection and Enforcement Network – recently signing an open letter to the fashion retail sector urging it to ensure veracity in its environmental claims, so consumers could make informed choices based on accurate and clear information.

Edith Cowan University School of Arts and Humanities Lecturer Andrew Hutcheon said people were increasingly sceptical of sustainability claims, and transparency was key when distinguishing between genuine sustainability and greenwashing.

“Brand certifications suggest effort, but authentic sustainability is communicated beyond the product and corporate gain,” he said.

“If a brand follows through and makes sustainability a defining part of its core purpose, it can drive additional revenue.”

Dr Hutcheon said sustainability messaging was a double-edged sword – when companies exaggerated or misled, younger and urban audiences were particularly quick to disengage, making sustainability narratives a high-risk, high-reward strategy.

VML Perth Senior Strategist Zoe Kitson agreed, saying when younger consumers – who are generally more discerning – feel misled, the impact on a brand can be significant.

“Trust is central to the consumer-brand relationship, and if broken, it’s difficult to rebuild, particularly in a culture quick to call out or cancel,” she said.

According to Ms Kitson, real sustainability is not about clever advertising but about making system changes.

She said sustainability in brand advertising was a minefield, with tension between good intentions and genuine systematic transformation.

“In fast fashion especially, brands often rely on small, symbolic gestures while their core business model remains detrimental to the environment,” Ms Kitson said.

“Demonstrating real commitment, such as reducing packaging waste or creating systems for reselling and recycling garments, shows consumers authentic intent for change without necessarily raising costs or compromising experience.”

Author: Iris Rusi is a first-year Bachelor of Communication student at Edith Cowan University.