I recently came across the term ‘Greenwashing’ when I was in NY with Eileen Fisher, and I had no clue what it meant. According to the Cambridge Dictionary, ‘Greenwashing’ is a marketing tactic to “make people believe that your company is doing more to protect the environment than it really is.” Immediately my mind went to H&M, and their conscious fashion line. Just because a fast fashion store has one eco-friendly clothing line does not mean they are sustainable. Fast fashion stores like H&M come out with new products on the daily, and use so many synthetic fabrics, resources, and create so much waste. I also realized that so many stores go for a minimal, natural colored aesthetic that makes it seem like they are eco-friendly, when in reality they are not.

It makes me sad that some companies would rather spend money on marketing their brand as sustainable, than actually making changes within their company and supply chain. Being sustainable and green are very trendy at the moment, so don’t let companies take advantage of that. It is so important to do your own research when it comes to supporting brands, because where you put your dollars makes a difference. Keep greenwashing in mind when you walk into a store and look at a brand’s website.

I like to look up brands on the Good On You app to see how sustainable they are. I also like to check a company’s website to see if they are transparent with who makes their clothes, how much they are paid, what materials they use, where do the materials come from, and so forth. You can also try to ask a Sales Associate in a store what their company does to be sustainable, or email the company for answers.