Increased concern about the environment and sustainability has meant that many companies are looking for ways to capitalize on this trend. Unfortunately, some companies resort to deceptive tactics known as "greenwashing."
We explain what greenwashing consists of and how it can affect the reputation of brands.
What is greenwashing?
Greenwashing is a practice carried out by companies that consists of making misleading or exaggerated statements about their environmental commitment, in order to project a sustainable image and thus get customers to choose them, when in reality they do not comply with environmental standards or requirements. .
These claims may be vague, unsubstantiated, or even completely false. Greenwashing is a form of manipulation that seeks to capitalize on environmental concerns without making significant changes to its business practices, taking advantage of this trend to sell more, without having made its products or the company more sustainable.
How to identify greenwashing?
As responsible consumers, we must learn to identify greenwashing and not be fooled by empty claims.
These claims consist of general and unverifiable statements about sustainability, a lack of transparency in business practices, a lack of reliable environmental certifications or seals, and a lack of consistency between the claims and the company's actual actions.
In the fashion industry, some brands have used greenwashing to give the impression that their products are more sustainable than they really are. They may make vague claims about using eco-friendly materials or more responsible manufacturing processes, without providing concrete evidence or having reliable certifications.
Consumers have the right to receive accurate, reliable and truthful information about the impact of the products and services we purchase or consume.
As consumers, we need to educate ourselves about greenwashing, and verify that companies back up their claims with data and evidence.
Greenwashing versus Upcycling: The path to authenticity and sustainability
On the other hand, we have upcycling, a practice that is based on giving a second life to existing materials instead of throwing them away. Upcycling involves reusing unused or discarded materials and converting them into new items of greater ecological value, without industrial transformation, thus avoiding waste, reducing CO2 emissions, and reducing the need to extract and produce new resources.
Unlike greenwashing, upcycling is an authentic and tangible response to sustainability, as it focuses on the creative and responsible reuse of existing materials.
Upcycling is a creative and sustainable approach that SOSBAG has adopted to give life rafts a second life. Instead of throwing away these materials, we turn them into useful and attractive products, such as covers, bags and totes, and fashion accessories. By doing so, our brand contributes to reducing waste and promoting the circular economy.