The Big Global Greenwashing Crackdown
The proliferation of such terms like “eco” and “organic” in marketing makes it harder for consumers to find smaller, more well-intentioned brands, as big players buy up Google search terms, says fashion lawyer Douglas Hand, partner at Hand Baldachin & Associates. And fashion brands that consider themselves to be genuine in their sustainable messaging and practices say their efforts are undermined by the lack of guardrails for such wording. “We’re all using the same language to describe sustainability on a massive spectrum,” says Amendi co-founder Corey Spencer. “The brands genuinely committed to sustainability can’t compete in that space.”