EP.20/ WHO’S IN CHARGE OF ENDING GREENWASHING IN FASHION?
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Hello! In today’s episode, I'll be covering three different society sectors that have a big part to play in leading the anti-greenwashing movement and ultimately who should take the reins in making a real material change that affects the industry on a global scale.
Let’s dive in.
What we cover in today’s episode:
1. OUR GOVERNMENTS/LEGISLATION
In this section, I walk through how legislation can play an important role in initiating real action and change in fashion. Since fashion is one of the most irregulated industries in the world, structure and regulated accountability are absolutely necessary to move the industry forward.
I go through the role legal accountability would have in fashion if implemented and also briefly touch on a few of the structures and guidelines that are currently being presented and/or recommended by different legal entities in the world, including The Fashion Act (explained in detail on EP.14) and the CMA Guidelines on Environmental Claims on Goods and Services which targets greenwashing and consumer protection laws in the UK.
Although legislation is imperative for change, the issue we face is that laws or regulations typically don't get implemented or required until it's highly demanded by the public or organizations.
So, how do we ensure that legislation is passed and actually works?
2. THE BRANDS WE BUY FROM
In this section, I describe the importance of having fashion brands that play a part as pioneers in sustainable fashion and act with full transparency and responsibility. We need to see action from brands who are willing to take on the baton as leaders and prove that accountability and transparency are paramount in business and should be a part of what it means to own a fashion business or to operate within the fashion space.
I talk about the need for brand advocates to take on a leading role in proving that having a sustainable business and operating ethically is implementable.
We need to see brands support and pledge to change alongside legislative movements that advocate and campaign for ethical fashion legislation (similar to Stella McCartney’s support for The Fashion Act).
But how do we get brands to feel it's necessary to pledge and support regulation?
3. US: THE INDIVIDUALS/CONSUMERS
In this section, I talk about the third (and most important) society sector that has a major role in leading the anti-greenwashing movement and pushing for legislation to pass, and that's consumers and individuals.
You and me, basically - everyone who wears clothes.
We may not be the ones with the power to set the rules for brands and how the industry works, but we do have a big say in how brands operate.
Many of us are born into fast fashion, believing this is the norm and nothing is wrong. So what we need to do - and this goes for everyone who wears clothes - is to understand and become educated on the industry's flaws and demand accountability from brands and our governments.
You have to remember as a consumer, that brands make garments for you. They make products that appeal to your needs and your desires. So we have a lot more power and responsibility as individuals than we realize, and we need to use that for good.
SO WHO SHOULD ULTIMATELY TAKE THE REINS?
As you can imagine by now, to see real action and end greenwashing for good, we need to see action in the following ways.
We need to demand it as consumers
We need to support the change and demand it as brands and pioneers
We need to set up rules and regulations to ensure laws and rules are followed and set up high punitive fines or legal action for those who do not abide by the rules or who blatantly ignore them.
We cannot blame someone else or another industry sector for our inaction. We all play a part in making change possible, it starts with you and me. Whether you reading this are a brand owner or an individual or a policy maker. We all have a role to play in changing fashion and ending greenwashing.
Ending Note:
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