Greenwashing

Greenhushing is when companies keep their sustainability credentials secret. It’s becoming more widespread and this is why that matters.

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Consumers including millennials choose carefully, increasingly aware of deceptive environmental claims by businesses.

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There is a fine line between green marketing and greenwashing but some practices are clearly dishonest and deliberate.

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Brands and businesses may be tempted to exploit certifications to garner a larger market share at the expense of integrity.

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Artificial intelligence is a double-edged sword which can help both enhance transparency or perpetuate false claims on sustainability efforts.

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The fashion industry faces huge sustainability challenges. But the bigger challenge is for consumers to work out who’s genuine and who’s not.

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The deceptive practice undermines genuine efforts by industries and individuals to achieve the 2050 net zero target.

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