Are Ethical Brands Greenwashing? đ
5 questions to figure out which brands are LEGIT âđź
As a responsible shopper looking to do the right thing, you might think if a brand is openly talking about their environmental or labor practices, theyâre probably legit. And if they show you a picture of a happy worker or an NGO partner, itâs probably a sign of good intent and practices, right? Swipe that credit card. đł
WRONG!
Buyer beware â greenwashing is definitely a THING, and itâs not just the big fast fashion brands.
Weâre always getting questions about H&M, Zara and others. Are they âgreenwashingâ? (i.e. exaggerating their environmental chops or social practices in an effort to make themselves seem sustainable, and even diverting attention away from negative practices like child labor, or the consumption-driven fast fashion model. Ew.)
But recently, savvy readers, like yourselves, have been asking more questions about the credentials of smaller âethical fashionâ or âeco-fashionâ brands, and whether their practices add up to all their marketing.
Greenwashing is never good. But with the smaller âethicalâ new kids on the block, itâs almost even more dangerous if they donât stack up to their claims. It seeds pessimism and cynicism among consumers, just as a new vision of a sustainable industry is starting to gain traction.
So over the last month we did a mini experiment to dig into the practices of a few exciting and popular âethicalâ brands, who outwardly celebrate their positive impact, intentions or transparency, and see what evidence they had to back up these assertions.
We looked at:
- Everlane, the âradically transparentâ basics brand
- Warby Parker, the âsocial impactâ eyeglasses company
- Kowtow, a fairtrade, organic cotton brand making knitwear and basics from New Zealand
- Krochet Kids, a social impact brand, empowering women in Uganda and Peru
We studied their websites and social media, contacted them through numerous channels, looked at publicly available records and everything else we could find. We did an intensive search beyond what a consumer could do in an afternoon, but without using any tools you wouldnât have at the ready.
We went to these brands with a lot of questions surrounding labor practices, environmental practices, community engagement, management practices, size and business model, intention, innovation and transparency.
Below weâve shared some highlights, AND, as we did this in-depth research, we pieced together the five questions we realized could help you sniff out greenwashing. (If youâre a nerd for this stuff like us, you can view everything we found on their updated brand pages on our Project JUST wiki đ¤)
So check out what we found and TRY these questions on for size:
1. First, check out what kind of fabrics / materials they are using.
Fabrics are an easy way to really change the impact of a supply chain for the better. PLUS itâs a super easy way for you as a shopper to know which brands are serious about changing the game. Raw materials are a big portion of the product, and consequently, its environmental and social impact. As a designer or a brand, committing to a restricted set of fabrics can be difficult â sustainable fabrics can be more expensive and not as easy to source â but it pays off in both your impact and performance in the end. So how did the brands we picked stack up?
Kowtow uses organic and fair trade cotton đż. Organic cotton is proven to be significantly better for people and planet, and fair trade means farmers and workers get fair wages for their work.
Krochet Kids uses some sustainable fabrics, but also uses acrylic and polyester (oil đ˘). Theyâre in the process of rolling out an organic cotton line.
While Everlane uses some natural fibres, none of them are certified from sustainable supply chains â you can read all about the impact of basic fabrics here. And, they also use synthetics like nylon (again, oil).
Warby Parker uses cellulose acetate, titanium, and stainless steel in its frames for both eyeglasses and sunglasses. Cellulose acetate is usually made from wood pulp. In February 2014, the brand reported via its Facebook page that Warby Parker frames are made of acetate that comes from a family-owned Italian manufacturer.
2. Second, do they have any certifications? âď¸
When youâre shopping, check out the tags â any symbols or certifications there? A certification offers a brand a rigorous program of standards and assessment, and a signal to shoppers of monitoring, high standards, and intention. A brand doesnât have to have a certification to do good work, but often times, brands use them as a roadmap to build out a more sustainable supply chain. You have to be cautious though â some certifications arenât that rigorous, or have major flaws in monitoring or auditing whatâs actually happening on the ground. You can read more about certifications in our New Slang dictionary. đ
Survey says?
Kowtow has organic and fair trade certifications. Plain, simple and thorough.
Warby Parker is a BCorp, but we couldnât find any information about what this means in terms of their environmental impact, or how they treat their workers. However, their recently released response to the California Transparency in Supply Chains Act means that the brand has now made its Code of Conduct publicly available (check out this release of new information on our Warby Parker brand page).
Krochet Kids is launching an organic line, and has their own special impact measurement tool that they use at each of their facilities.
Everlane doesnât have any certifications that provide us with an easy signal to show that theyâre trying, but itâs clear they like to set things up their own way. For their supply chain, they have three pillars of work: they started with transparency, are currently building their compliance, and sustainability is next. They do hold the factories they work with accountable to a 85% or higher score on the labor audit. If they donât hit the mark, they step in with a corrective action plan, in partnership with their auditing firm, Intertek, to help.
Certifications arenât for everyone, nor do they always work, but for the shopper and for us, itâs an easy way to know what standard a brand is holding themselves to, what are their intentions and to look into whatâs actually happening to meet it.
3. Third, how transparent are they⌠really?
This basically comes down to what â and how much â theyâre truly sharing with us. Whatâs on their website? Their social media? What data do they share to back up their claims of social or environmental impact?
Letâs stack âem up.
Everlane: As fashion supply chain nerds, ever since this brand came out with their tagline, radical transparency, weâve been curious to know what constituted âradicalâ from the information they shared. After all, âradicalâ by definition implies something beyond average. But, when we looked on the Everlane website, we didnât really find much beyond where some of their factories were located, and what they made. What were we looking for? How they guaranteed fair wages and safe working conditions, what kinds of environmental policies they had in place, and their intentions for future improvement.
So we reached out to their team with a list of questions, and low and behold, got to sit down with the Founder & CEO, Michael Preysman âgetting serious now. đ˛
He shared quite a bit of info with us including:
- Their code of conduct
- The average score of their factories on quarterly audits: 90.1%
- The number of times a year their team visits their factories: 3
- Their current lack of environmental policies, but their intent to work on this as the next phase in monitoring their supply chain
- And lots more! (available for you to see behind a tiny little paywall, but trust us itâs worth the 5 bucks)
So why isnât all this info available on their website?
Michael said (paraphrased) that they prefer not to reveal their work until itâs fully complete, so that the company can figure the right strategy to communicate the information to their customer, in a way that makes sense.
Legit? đ¤ You tell us. Given that these guys have shaken things up before, weâre excited to see what they churn out in the coming months to truly be âradicalâ in their supply chain practices.
BONUS: For radical transparency from us â read the full transcript of our chat with Michael here (paywall!)
Warby Parker: When it came to Warby Parker, we received not one answer to our questions. Not one! Between January and February 2017, we reached out six times to the PR company and twice to the brand, who then redirected us back to the PR company (head spinning emailing đ).
This brand that claims positive social impact, and even has a BCorp certification (!), never answered our questions about whether they can trace their entire supply chain, where their suppliers are located, if they have a code of conduct, how much the workers in their supply chain are paid, how they monitor their social and environmental practices, and what their goals are to decrease their negative impact. In just the last two days, they did release a new set of info to comply with the California Transparency Act. Great - but weâve still got questions.
Kowtow and Krochet Kids: These two brands both have a lot of information available on their website. Krochet Kids was willing to answer any question we threw their way, while Kowtow had enough info on their website and via their certifications to thoroughly answer our questions. đŻ
4. Do they express intention for improvement?
No brand is perfect. But given the major impact of fashion supply chains on people and planet, itâs important to at least have the intention and plans to continue to improve. Do they have goals on their website? Any plans that they share with the media, or consumers?
Krochet Kids told us all about their future plans. So did Everlane. Warby Parker â no answer and nothing available on their site. And finally Kowtow, who by committing to only use fair trade and organic cotton, has restricted their growth and made a sustainability commitment for the long run.
5. Fifth, and finally, will they get back to you / us / anyone?
When you ask a question â do they respond? And do they give you a straight answer?
After we emailed them this month, Everlane gave us a sit down with their founder & CEO. We had also reached out to them before with questions through various consumer channels, and had received responses â but not nearly as comprehensive as this. We appreciate this, but we also recognize that not everyone is afforded this kind of access. We hope they continue to strive to be as responsive to consumers as possible to attain this same standard of radical transparency.
Krochet Kidsâ CEO and COO had a phone call with us after they answered our comprehensive survey. We were impressed with their brand, and especially with their willingness to share and open up to us.
Kowtow and Warby Parker both didnât answer our repeated efforts to get in touch with them with our questions. That said, Kowtow has a ton of information about their brand and practices available on their website for anyone (not just supply chain dorks like us) to see. Warby Parker? Not so much. đ¤
So what did we learn?
In this day and age, with consumers buying products made by global supply chains, and with issues of human trafficking, child labor, worker abuse and environmental violations â the consumer should have a right to know how the product theyâre paying for is made and be able to see the evidence to back it up.
And with brands like these, consumers should also know legitimately that the brandâs vision and proclaimed values match how they treat workers in their supply chain, and how they treat our planet. If youâre paying, you deserve to know.
So donât get taken for a rideâ keep searching, keep asking questions and tell your friends to ask, too. From our experience, you might even get to sit down with the CEO.