Greenwashing: definition
The practice of making misleading or unsubstantiated claims about the environmental benefits of a product, service, or company's practices.
Greenwashing is when a company, brand, or product makes exaggerated, misleading, or outright false claims about its environmental credentials or sustainability practices. In fashion, common greenwashing tactics include using vague terms like 'eco-friendly' or 'conscious' without evidence, highlighting a single sustainable attribute while ignoring broader harmful practices, using green imagery without substantive sustainability commitments, and making claims that are technically true but misleading in context. The EU Green Claims Directive (coming into force from 2026) will require brands operating in Europe to substantiate environmental claims with approved methodologies.