Undoubtedly, most consumers are aware of the environmental and ethical damage the fast fashion industry has brought upon the world. Our dependency on social media allows individuals to become ethically aware, so why do these businesses continue to thrive despite this? Many fast fashion brands have notoriously been known for their misleading marketing strategies, which can be a dangerous contributor to unsustainable purchasing patterns.
Greenwashing is a popular marketing method that fast fashion brands use to deceive customers, making them believe the product they are purchasing is more environmentally friendly than it truly is. Fast fashion brands know the influence they hold over consumers. They create easy ways to access affordable clothing which appeals to a large audience. However, these brands also know something that is slowly beginning to influence consumers' purchasing behaviours: they know that sustainability sells. Fast fashion brands have been known to do what it takes to appeal to every consumer, and many have been caught making claims they cannot support (Abelvik-Lawson, 2023). For example, many fast fashion brands have led consumers to believe that they use recycled materials and follow strict recycling schemes, ensuring they are doing their part working towards a sustainable future. However, the amount of clothing produced in these brands’ factories continues to increase, and it would be tough for them to execute strict sustainable policies while continuously producing a growing amount of clothing (Abelvik-Lawson, 2023). Many consumers will believe a brand's claims without consideration of the company's ethical history. They may even increase their shopping habits with a brand, believing they are doing their part in creating a sustainable future.
Zara and H&M are two of the biggest fast fashion retailers and have been recognized numerous times for deceiving their customers to get them to purchase more than necessary. Both brands have announced their new ethical plans to use renewable energy sources. However, it will be next to impossible for these brands to make up for their current large carbon footprint on the environment – something many consumers are unaware of (Igini, 2022). Zara lacks information on their factory lists, contributing to the brand being called out for greenwashing their consumers (Igini, 2022).
In reality, many consumers dedicate limited time to researching the sustainable practices behind their favourite fast fashion brands – we have all fallen victim to being misled through advertisements at least once. As a result, this makes it more critical than ever for consumers to become aware of common greenwashing tactics used by fast fashion companies to determine how to shop ethically and sustainably. Increasing consumer awareness will allow people to shop at locations that align directly with their personal values and will contribute to a positive shift toward sustainability within the fashion industry.
References
Igini, M. (2022, August 24). 5 Fast-Fashion Brands Called Out for Greenwashing. Earth Org. https://earth.org/fast-fashion-brands-greenwashing/
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