Today, what you wear goes beyond style.
2/3 Consumers are increasingly demanding transparency – wanting to know the origin, journey, and impact of their clothing.
This isn't just a trend; it's a revolution.
Yet, according to the Fashion Revolutions's "Transparency Index 2023"; only 23% of brands provide any visibility at all.
The apparel industry faces an insurmountable challenge: a lack of visibility into supply chains powered by operational and ESG 'unknowns' in an age of regulatory and consumer driven accountability.
Greenhushing: silence is not sustainable
While the fashion industry embraces a greener narrative, a concerning trend emerges:" greenhushing". Brands highlight eco-conscious initiatives in a limited way, often neglecting crucial details.
This lack of transparency can mislead consumers genuinely interested in making sustainable choices.
Vogue Business echoes this concern in a recent March 2024 article (link to be added upon publication). The article emphasises the growing need for genuine transparency within the fashion industry.
Here's why greenhushing matters:
- Misinformed consumers: Without complete information, many struggle to make informed decisions about the true environmental impact of a product.
- Erosion of trust: Greenhwashing tactics ultimately damage consumer trust in sustainability claims.
- Hinders progress: Greenhushing stifles the collective effort towards a more sustainable fashion future.
Moving forward:
- Embrace unified transparency: Clearly communicate your brand's claim backed sustainability efforts, limitations, and future goals.
- Focus on substance, not just storytelling: Back up claims with verifiable data and certifications.
- Prioritise continuous improvement: Acknowledge challenges and outline a clear roadmap for addressing them.