Imagine buying a pair of sneakers made from ocean plastic or a jacket that promises you won’t need to buy another one for years. Welcome to the new age of shopping, where saving the planet has become as trendy as the latest fashion. But, is it all as green as it seems? Let's explore how marketing has turned eco-friendly from a choice into a movement—and what dangers lie beneath the surface.

In the past decade, many companies have shifted their production and marketing focus to sell as “eco-conscious,” following campaigns to reduce carbon footprints, employ more ethical sourcing, and utilize environmentally friendly products and packaging. The new shift in marketing strategy has allowed the more popular, conscious consumer to prioritize ethics and sustainability in their purchases. 

One of the more well-known brands that focuses its marketing efforts on being environmentally conscious is Patagonia. For the past 50 years, Patagonia has dedicated its craft to making eco-friendly, “reparable and recyclable” clothing (Patagonia). It will last the buyer a lifetime, explaining on their website that “the best product is useful, versatile, long-lasting, repairable and recyclable. Our ideal is to make products that give back to the Earth as much as they take” (Patagonia). This commitment is one of the major draws to the brand for most consumers, especially in this modern age of fast fashion. Additionally, Patagonia markets its commitment to environmental activism through campaigns like “Don’t Buy This Jacket,” encouraging customers to think twice before purchasing new products. The brand’s commitment to sustainability has effectively paid off in several ways. For instance, “the brand’s early focus on ethics-centric business practices and open-mindedness set them apart from a generation of businesses and inspired today’s businesses to approach business with an ecological and social equity mindset” (Alonso 2023). This statement underscores Patagonia’s influence beyond its brand, positioning it as a model for ethical and environmentally conscious business practices. Patagonia has distinguished itself from competitors who are entrenched in profit-driven fast fashion by prioritizing sustainability and social responsibility from the outset. Its “ethics-centric” approach has not only garnered consumer loyalty, but has also inspired other companies to re-evaluate their impact, suggesting that a commitment to ecological and social equity is viable and profitable. In a world increasingly aware of environmental and social issues, Patagonia’s practices exemplify how businesses can succeed by genuinely integrating sustainability into their core values and operations.

Allbirds, a lesser-known footwear company, is dedicated to promoting an eco-conscious approach to production. Founded in 2014, this New Zealand company emphasizes carbon-neutral production and transparent supply chains, appealing to eco-conscious consumers. After a significant carbon emission drop of 22% in 2023, Allbrids continue to dedicate resources to their goal of being carbon neutral by 2025 (Allbirds). Allbirds is continuously researching new ways to reduce its environmental footprint. Their focus on biodegradable materials and alternatives to synthetic dyes, combined with their investment in eco-friendly innovations, sets them apart from other brands that claim sustainability, but fail to evolve. For example, Allbirds “SweetFoam” soles are created on a foundation of sugarcane, a renewable, low carbon footprint material compared to traditional rubber or foam soles (Worland). 

The market has become increasingly aware of the fashion industry’s role in driving climate change. As a result, consumers require more accountability from companies and expect them to adopt sustainable practices across their operations. In particular, this directive for transparency from millennials and Generation Z has shown an ever-increasing demand for third-party certifications. B Corp is a leading third-party verification service that provides consumers with companies that have passed their B Impact Assessment Scoring standards, risk review, corporate governance, and a public profile page, showing their transparency in addition to recertification every three years.  

This subsequent rise in conscious consumerism has led to brands such as Unilever and Thinx to quickly rise to popularity among younger consumers. What once might have been a small segment of “eco-friendly” products is now becoming mainstream, with major brands integrating sustainability into their business models to cater to informed consumers. For example, when H&M launched its “Conscious Collection,” many consumers initially embraced the move. However, this came at a significant risk. Eventually, it was not an effective marketing tactic as activists and eco-conscious influencers later pointed out that the company’s overall fast-fashion business model contradicts its sustainability messaging, sparking accusations of greenwashing. 

Greenwashing, the exaggerated or false claims of eco-friendly practices within a company to boost profits, eventually erodes consumers’ trust in not only the company that had misled them, but also the industry claiming to be eco-conscious as a whole. Many large corporations engage in greenwashing, leading to confusion for consumers trying to make sustainable choices. 

Despite its deceptiveness, however, greenwashing has pushed many companies toward a sustainable shift by normalizing the consideration of the environment in creation practices throughout the industry. For one, Coca-Cola recently pushed back against the allegations that they were producing misleading sustainability claims. Coca-Cola has been consistently named one of the world's top plastic polluters in various global audits. Environmental groups like Break Free From Plastic have pointed to the brand as a significant contributor to the plastic waste crisis, as a large portion of its products come in single-use plastic bottles (Break Free From Plastic 2024). To mitigate this, Coca-Cola announced the creation of the Plant Bottle, a bottle aimed at reducing the need for plastics by using at least 30% plant materials (Coca-Cola 2021). Their 2030 campaign, which aimed to collect a Coca-Cola bottle for every sold bottle to reduce plastics, was an effective marketing technique that created a more environmentally conscious brand. Nonetheless, many critics argue that Coca-Cola's sustainability reports and environmental commitments lack adequate transparency and detail. Without clear metrics and accountability, it becomes difficult to assess the genuine impact of Coca-Cola’s initiatives. Yet, its efforts in promoting recycling initiatives and reducing plastic usage have prompted other beverage companies to follow suit, indirectly encouraging broader environmental responsibility. Similarly, PepsiCo has been criticized for its environmental impact, particularly regarding single-use plastics and its global plastic footprint. In response to these concerns, PepsiCo announced its goal to make 100% of its packaging recyclable, compostable, or biodegradable by 2025. Despite their efforts, many continue to argue that the initiatives need more transparency, particularly around the scale and efficacy of their plastic reduction. 

As consumers become more aware of the negative impacts of fast fashion, brands that prioritize sustainable practices will differentiate themselves in the eye of the consumer. This uniqueness can attract clients who are part of a community, share values and ethical beliefs, and are willing to invest in quality, sustainable clothing rather than fast fashion. Sustainable clothing brands often resonate with these values and beliefs, thus creating an emotional connection that fosters loyalty. When consumers feel their purchase aligns with their principles, they are more likely to remain loyal. Transparent practices, ethical sourcing, and responsible manufacturing contribute to a positive public image. Additionally, investing in sustainable materials and efficient production processes can lead to cost savings over time. Brands that embrace sustainable practices often find that they “can significantly reduce their carbon footprint and minimize waste in the manufacturing process,” says Yassine Falk from InfoMineo (Falk 2023). As consumers increasingly demand sustainable options, brands that have already integrated sustainability into their core practices can more easily adapt to shifting market trends and regulations. Investors are increasingly interested in companies with strong sustainability commitments. In a rapidly changing market where consumer consciousness is on the rise, brands that authentically embrace sustainability foster loyalty and trust, thereby positioning themselves for long-term success, proving that ethical practices can drive profitability while paving the way for a more sustainable future in the clothing industry.

References

Allbirds. "Sustainability Guide & Practices." Allbirds. Accessed October 17, 2024. https://www.allbirds.com/pages/sustainable-practices.

Alonso, Tefi. "Strategy Study: How Patagonia Became The Benchmark In Sustainable Clothing." Cascade Strategy. 2023. https://www.cascade.app/studies/patagonia-strategy-study.

"Analysing the Influence of Green Marketing Communication in Consumers' Green Purchase Behaviour." NCBI. Accessed October 17, 2024. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9858907/.

Break Free From Plastic. "2023 Global Brand Audit: The Coca-Cola Company is Once Again the Top Global Plastic Polluter." Break Free From Plastic, February 7, 2024. https://www.breakfreefromplastic.org/2024/02/07/bffp-movement-unveils-2023-global-brand-audit-results/.

Coca Cola. "Bottles Made From 100% Plant Plastic." The Coca-Cola Company, 2021. https://www.coca-colacompany.com/media-center/100-percent-plant-based-plastic-bottle.

"The Elusive Green Consumer." Harvard Business Review. Accessed October 17, 2024. https://hbr.org/2019/07/the-elusive-green-consumer.

Falk, Yassine. "The State of Sustainability in the Fashion Industry." Infomineo, 2023. https://infomineo.com/sustainable-development/the-state-of-sustainability-in-the-fashion-industry/.

"Greenwashing – The Deceptive Tactics Behind Environmental Claims." United Nations. Accessed October 17, 2024. https://www.un.org/en/climatechange/science/climate-issues/greenwashing.

"How Businesses Can Turn Sustainability into a Competitive Advantage." Green.org, January 30, 2024. https://green.org/2024/01/30/how-businesses-can-turn-sustainability-into-a-competitive-advantage/.

"Negative Effects Greenwashing Has on Businesses." Change Plastic for Good. Accessed October 17, 2024. https://www.changeplasticforgood.com/articles/negative-effects-greenwashing-has-on-businesses/.

Patagonia. "Our Core Values." Patagonia. Accessed October 17, 2024. https://www.patagonia.com/core-values/.

Pears, Peter, Tim Baines, and Oliver Williams. "Greenwashing: Navigating the Risk." The Harvard Law School Forum on Corporate Governance, July 24, 2023. https://corpgov.law.harvard.edu/2023/07/24/greenwashing-navigating-the-risk/.

Worland, Justin. "SweetFoam Is One of TIME's Best Inventions of 2018." Time. Accessed October 17, 2024.https://time.com/collection/best-inventions-2018/5454310/allbirds-sweetfoam/.