Can traceability solutions combat greenwashing?

In our last issue, we discussed the widespread problem of ‘greenwashing’ in the textile and fashion industries and how this new, dangerous culture of exaggerating sustainability claims not only blindsides consumers, but threatens to sabotage the good work of others.

Studies conducted by the likes of the European Commission found industries like ours to be key suspects of spreading misinformation – specifically by purporting vague, unsubstantiated claims of their products being ‘eco’ and the like – without being held to account. At a key juncture in the industry’s sustainability journey then, offering robust evidence of supply chain transparency and product traceability has never been more imperative to encouraging change.