Intention vs. outcome: Is the crackdown on green claims getting in the way of progress?
12:00
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12:45
After years of relatively unregulated communications, we’re now seeing a huge crackdown in unverified green claims in the fashion industry. But in tackling ‘greenwash’, we’re also seeing increasing evidence that ‘greenhush’ is taking hold. This threatens to hamper progress, inhibit mutual learning, and stifle innovation. How can we find the right balance?
In this session, we’ll explore the nuance in navigating transparency and enhancing brand engagement. We’ll discuss:
- The challenge of avoiding greenwash: With increasingly complex supply chains, how can better data ensure brand claims are credible and authentic?
- How to avoid making dodgy claims: Examples of greenwash (and genuine mistakes) and how brands can avoid vague or misleading communications in their marketing
- Honesty vs. accountability: Should brands be punished for openly admitting challenges in meeting sustainability targets, or is transparency about challenges a step in the right direction?
- Regulation vs. voluntary action: What will it take for brands to embrace greater transparency? Is regulatory intervention necessary?