For nearly a decade now fashion brands are marching towards conscious and sustainable marketing strategies. But they lack clarity on what to qualify as sustainable, which could mean several things in numerous sectors, including production and packaging to shipment of the online orders. Commercial businesses are risking their credibility by misleading their consumers about environmental claims. Fear of global warming and post-pandemic recreational activities have made consumers furthermore conscious of the environmental impact. Just to please their purchasing shifts, individual fashion brands and their corporations in a massive formation of divisions are keen to resist capitalising on the expanding demand by actively promoting their green certifications. But how valid are their credentials? the question leading to qualifying their claims. A recent study finds that almost 60% of sustainability claims by certain fashion brands in India and their high-profile/so-called designer status could be classed as ‘unsubstantiated’ and ‘misleading’ and these numbers are going larger every season.
This is particularly true in fashion and retail locally. Trademarks and designers are finding shortcuts to get the uptick and certification of greenwashing by authorities and focusing on that as a part of the marketing strategy through various statements on confirming sustainability. Local fashion designers are keen to posture themselves as an ethically mindful brand to join the procession of new leaders and conscious creators but how substantial are their claims? Is something every consumer has to recognize. This corruption of greenwashing claims can turn out to be a questionable business if consumers are not going to pay attention.
