Three quarters of consumers questioned in 2006 by IPOS say that ‘if they had more information about companies' social, environmental and ethical behaviour this would influence their purchasing choices'. As consumers have become increasingly concerned about the way their clothes are made, communicating ethics has become important in the fashion industry.
There is a real need for companies to make sure that their ethical claims are matched by what is actually happening on the ground so that the authenticity of the claims will not be disputed. 'Greenwashing' - a claim which is unsubstantiated or irrelevant - is growing. According to Futerra (a communications company focusing on sustainability) greenwash is undermining consumer faith in advertising and this puts the whole market for the ‘ethical pound' in danger. Companies should avoid green-washing, using trendy words incorrectly or missing out crucial issues.
- Read the 'Greenwash Guide' on the Futurra website.
- Clownfish (another communications company focusing on sustainability) breaks down how marketing companies can be involved in building more sustainable industries in 'Let Them Eat Cake'.
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