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August 19, 2022
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August 19, 2022
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Sweden-based fast fashion company H&M has been sued in the United States for “misleading” marketing, in which it, as the plaintiff claims, falsely represents some of its products as “sustainable.” The lawsuit, filed by a New York state resident, appears to reflect consumers’ growing awareness of corporate greenwashing practices.
The plaintiff, Chelsea Commodore, claims that a majority of the H&M products that are marketed as sustainable are no more sustainable than its other products, according to reports. Consumers, she claims, are tricked into paying higher prices believing that they are buying environmentally-friendly products.
Shoppers are increasingly aware of the clothing industry’s environmental impact
Shoppers are undoubtedly becoming increasingly aware of the adverse environmental impacts of the clothing industry and are opting for sustainable products. According to a recent study, almost 80% of American shoppers consider a product’s environmental impact before buying it, while about 70% would change their shopping habits if they learned that a brand was not operating sustainably.
This makes it all the more important to spot and expose greenwashing, a practice of misleading customers into believing that a company’s products and operations are more environmentally-friendly than they actually are. Companies usually do this by using appealing words without a strict legal definition in their marketing campaigns, such as “sustainable,” “green,” or “clean.”
Other fashion majors have also been called out for greenwashing
This practice has been detected in other global fashion brands as well, such as Spain’s Zara and Japan’s Uniqlo, but also across other industries, according to environmental organization Earth.Org. Also, fast fashion brands’ also green initiatives are widely advertised, even though they account for a tiny part of their business, Earth.Org. noted.
Only 20% of discarded textile is reused or recycled
The clothing industry in general is widely seen as a significant environmental polluter, generating vast amounts of textile waste. At the global level, only 20% of discarded textile products is reused or recycled, while as much 80% is landfilled or incinerated, according to Remake, a global advocacy organization fighting for fair pay and climate justice in the clothing industry.
Clothing that ends up in landfills can emit methane for over 200 years
The clothing that ends up in landfills takes up to 200 years or longer to decompose, emitting methane in process, warns Remake, noting that this greenhouse gas is more potent than carbon.
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Home » News » Environment » Fast fashion giant H&M accused of greenwashing in US lawsuit
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As an expert in sustainability and environmental practices, I find it crucial to address the recent lawsuit against H&M, a Sweden-based fast fashion giant, accused of greenwashing in the United States. My expertise in the field allows me to shed light on various concepts related to sustainability, greenwashing, and the environmental impact of the clothing industry.
Firstly, let's delve into the concept of greenwashing. Greenwashing is a deceptive marketing practice where companies exaggerate or falsely claim to be environmentally friendly to attract environmentally conscious consumers. In the case of H&M, the plaintiff, Chelsea Commodore, alleges that the company misleadingly markets some of its products as "sustainable," creating a false impression among consumers.
This lawsuit reflects a growing awareness among consumers regarding corporate greenwashing practices. Greenwashing takes advantage of terms like "sustainable," "green," or "clean" in marketing campaigns without strict legal definitions, aiming to convey a sense of environmental responsibility. As highlighted in the article, other global fashion brands, including Zara and Uniqlo, have also faced accusations of greenwashing.
The clothing industry's environmental impact is a significant concern, with only 20% of discarded textile products being reused or recycled globally. The remaining 80% ends up in landfills or is incinerated, contributing to environmental pollution. The article cites a study indicating that 80% of American shoppers consider a product's environmental impact before making a purchase, emphasizing the importance of transparency in marketing sustainable products.
Furthermore, the clothing industry's contribution to environmental pollution extends to the slow decomposition of textiles in landfills. Clothing can take up to 200 years or more to decompose, emitting methane during the process. Methane is a potent greenhouse gas, contributing to climate change. This underscores the urgency for sustainable practices and responsible waste management in the fashion industry.
In conclusion, this lawsuit against H&M highlights the need for greater transparency in marketing sustainable products and the importance of consumer awareness. As an expert in sustainability, I advocate for responsible business practices and encourage consumers to critically assess the environmental claims made by companies in the fast fashion industry.
