Consumers deserve to know how ‘eco-friendly’ their products and services actually are

Earlier this week, the Competition and Markets Authority (CMA) announced it would launch an investigation into the descriptions and labels brands use to promote their products and services which claim to be eco-friendly, and whether they could actually be misleading consumers.

It’s a welcome investigation. Since consumers are becoming more aware of the damage industries like fashion do to the planet, many brands have jumped on the bandwagon in fear of falling behind and losing customers. But this is only leading to one thing: greenwashing.

By that, I mean that some companies spend more time shouting about their so-called eco credentials then actually doing anything positive to reduce the impact they have, such as their carbon footprint.

Many high street fashion shops – who sometimes have new collections every week – are suddenly launching their own eco ranges, but the big picture is not so eco-friendly. That tiny eco range would never make up for all the pollution caused by the rest of their offerings.

Yet, for some consumers, this eco range looks appealing and makes buyers think shopping with that brand is a better choice.

Words like “conscious” and “sustainable” or even the softer “considered” are plastered across websites in big bold letters, subtly convincing buyers these items are better for the planet. When really the impact would be minimal in the grand scheme of the full operation: from producing and sourcing the materials to making the garment, shipping it from where it’s made, then packaging it, and delivering it to shops or customers.

Many of these brands are still posting our online orders in plastic bags too. Plenty have swapped to using recycled plastic and not virgin, but once it is with the customer, it's usually at the end of its life.

Words like “conscious” should not be used unless the entire brand is conscious of itself, not only in an environmental sense, but ethically too. Are the workers making the garment being paid fairly? Do they have good working conditions?

On IndyBest, we try to avoid promoting something as eco-friendly or ethically made unless we can trust that it is, and that the brands have gone to great lengths to make them in this way, or are striving for more. No brand is perfect, but knowing that and trying to do something about it is key.

I look forward to the CMA clamping down on these greenwashing brands, and welcome clearer information for customers, so they can make the choices they actually want to, and not be duped by incorrect labelling.

Yours,

Emma Henderson

IndyBest editor