If you're ready to REALLY move the needle on sustainability in fashion, here's a no-fluff look at what the industry needs to focus on—and the distractions we need to ditch in 2025 and beyond.
Also out, along with guilt-ridden messaging, is the use of vague terms that are/verge on being greenwash. Specfiics matter. Communicate what your brand does with precision.
You raise such an important point—vague terms can absolutely erode trust, and specificity and context are critical to avoiding greenwashing. At the same time, I wonder if the push for precision in sustainability messaging can sometimes lead to unintended consequences. Brands can get so caught up in avoiding accusations of greenwashing that they either overcomplicate their communication or retreat into corporate jargon—saying a lot without saying anything at all—especially since many brands don’t have all the data or supply chain visibility to make precise claims. Do you think the pursuit of precision can sometimes make communication feel less clear or authentic?
Great point about the vague terms. I think rather than focusing on the terms, I think brands need to express what their current goal. For example if your goal is to take your inventory from 80% synthetics to 50% synthetics, say that and then make sure that message is communicated often so the reader knows what your goal is. I do agree that it can be overwhelming if you’re not specific when messaging your current goal. I would also hope that overtime the brands goals would evolve as they hit those goals.
Also out, along with guilt-ridden messaging, is the use of vague terms that are/verge on being greenwash. Specfiics matter. Communicate what your brand does with precision.
You raise such an important point—vague terms can absolutely erode trust, and specificity and context are critical to avoiding greenwashing. At the same time, I wonder if the push for precision in sustainability messaging can sometimes lead to unintended consequences. Brands can get so caught up in avoiding accusations of greenwashing that they either overcomplicate their communication or retreat into corporate jargon—saying a lot without saying anything at all—especially since many brands don’t have all the data or supply chain visibility to make precise claims. Do you think the pursuit of precision can sometimes make communication feel less clear or authentic?
Great point about the vague terms. I think rather than focusing on the terms, I think brands need to express what their current goal. For example if your goal is to take your inventory from 80% synthetics to 50% synthetics, say that and then make sure that message is communicated often so the reader knows what your goal is. I do agree that it can be overwhelming if you’re not specific when messaging your current goal. I would also hope that overtime the brands goals would evolve as they hit those goals.