In the past decade, global markets have a heightened awareness for sustainability. It has become pivotal for the fashion industry, in particular, to integrate greener practices into its brands. What was once only feel-good marketing messaging in the 90s, has now become a legitimate customer demand.
The numbers reflect it: In 2019, the sustainable and ethical fashion market was worth $6.35 billion. According to the Globe Newswire, the market is set to grow to $9.81 billion in 2025 and $15.7 billion in 2030.
CLOSER LOOK
Fast fashion companies, in turn, are creating green divisions under their brands to accommodate this demand. But these are also being closely scrutinized.
In 2019 the Norwegian Consumer Council (NCC) accused Swedish clothing company H&M of “greenwashing” their sustainable integration. NCC found that H&M Conscious only provides vague descriptions on why the H&M Conscious line is genuinely eco-friendly.
Greenwashing is a form of marketing spin that deceives consumers into believing that a company’s products are environmentally sound, usually done as a shortcut to gain profit without concrete evidence.
With H&M Conscious launching in 2010, it took nine years for the greenwashing controversy to arise. It seems that the mass market has yet to understand what sustainable products must entail and what questions must be raised to shop sustainably accurately.
この記事は Lifestyle Asia の June 2021 Special 版に掲載されています。
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この記事は Lifestyle Asia の June 2021 Special 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
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