TW: From an Eco-Age perspective, what do you view as the dangers of brands utilizing incorrect data to verify sustainability claims? Companies should be more forthcoming with the things they are working on, rather than the things they have already achieved. Nobody is perfect, and we are all navigating this space together. The industry needs to acknowledge imperfection and be ready to communicate about learnings as well as wins. Sustainability communications should evolve against a backdrop of continual and holistic sustainability progress. So many brands are determined to appear sustainable in the public eye that meaningful sustainability strategies are falling by the wayside. Grogan: The fashion industry should share focus between outward-facing sustainability narratives and inward-facing better business strategies.
What does the fashion industry need to do to mitigate continued greenwashing? Textile World: Current news suggests some brands have been greenwashing. She has two Masters degrees in fashion sustainability and enjoys working with her clients to help “mitigate their environmental impact through innovative, alternative and regenerative material selection.” Textile World recently had the chance to speak with Philippa Grogan, a sustainability consultant in Policy, Fashion and Textiles at Eco-Age, about greenwashing and sustainability in the fashion industry. appear to be more environmentally friendly or less environmentally damaging than it really is.” A take on the term “whitewash,” greenwashing is defined by Merriam-Webster dictionary as “the act or practice of making a product, policy, activity, etc. In the age of sustainable manufacturing, the term greenwashing is heard more often than ever before. Eco-Age also has established the Green Carpet Challenge® and the Green Carpet Fashion Awards to bring attention to sustainable fashion brands while pairing “glamour with ethics.” The end-to-end agency reports it has collaborated with non-governmental organizations, governments and changemakers across industries over the past 10 years working to effect change in corporate responsibility.Ĭurrent and past clients related to the textile industry include The Woolmark Company fiber producer Aquafil denim manufacturer Candiani British retailer Marks & Spencer and fashion brands Diesel, UGG and Stella McCartney, to name just a few companies. Eco-Age’s team - comprised of technical, strategy, communications and digital media content specialists and consultants - also helps its clients effectively communicate their journey in a transparent and tangible manner. London-based Eco-Age helps brands develop sustainable business strategies beginning with responsible practices that lower a company’s impact on people and the planet. To learn more about how and for what purposes Amazon uses personal information (such as Amazon Store order history), please visit our Privacy Notice.Philippa Grogan, a consultant with Eco-Age, discusses greenwashing and best practices for communicating sustainability claims. You can change your choices at any time by visiting Cookie Preferences, as described in the Cookie Notice. Click ‘Customise Cookies’ to decline these cookies, make more detailed choices, or learn more. Third parties use cookies for their purposes of displaying and measuring personalised ads, generating audience insights, and developing and improving products. This includes using first- and third-party cookies, which store or access standard device information such as a unique identifier.
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