We are facing out a new era, a more conscious one, in which we are counting down the last options we have to save the planet. The last 22nd of August was Earth Overshoot Day, which represents the end of all renewable resources. During this pandemic, more attention has been drawn on how to be more sustainable in daily life.
Using natural products to clean, eating local food, going on a vegetarian diet, trying to reduce rubbish and increasing the use of public transports rather than personal ones, seem to be the whole solution. In addition, an important point is what is the frequency with which we buy, or rather what kind of products we buy.
Especially in the domain of clothes, it is hard to restrain ourselves. It is quite easy formula: we work, we earn money, we spend money to make us feel comfortable in society. As easy as fatal for the planet.
Here, it comes into play a new marketing strategy, the so-called “Green-washing”. What it is? The new solution, or rather a new illusion, to give the idea that “yes, I am buying many clothes, but they are all sustainable”. And that’s where the problem lies! Green-washing is a marketing technique that persuades people who are interested in environmental and social politics.
It transpires that the brand, in this case, is careful in this domain and gives us the illusion that through the purchase, we are part of a change. The term “Greenwashing” belongs to the ’80s. Technically, it is a marketing strategy that takes advantage of environmental sustainability.
In the shop windows, there are many slogans, written in red letters, saying “made by recycled bottles” or “made with ocean plastic”. All are surrounded by a beautiful green background. Green is the colour associated with the planet earth and nature.
But is it sustainable? Even if its products are made from recycled materials, if we take into account an international brand, it comprehends a huge quantity of Co2 emissions. This issue concerns the travel a product takes all over the world to be made and sold.
What gathers our attention is the fact that a bargain price is shown and we think we are doing right. For this reason, people are willing to spend even more than they usually spend to buy a sustainable item. This is true, particularly for young people. And they tend to buy more and more: principle at the base of our consumer society.
So, then, what is the solution not to be captured by the greenwashing? Conscious consumption.
Firstly, it is important to check the certifications a product shows: are they real?
Secondly, to be as much informed as possible about the brand, the origin, the materials and so on.
Thirdly, rely on Consumers Associations, which check many different products and their origin.
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