Steps to mitigate greenwashing in the U.S. are underway.
With the news that the Federal Trade Commission will undertake a review of its “Green Guides” outlines for environmental marketing claims in 2022, fashion’s political activists are celebrating the little wins.
Given that only 20 percent of consumers trust brand sustainability claims, advocates like PoliticallyInFashion began to crusade for change in the absence of government action. Beginning in November, PoliticallyInFashion and Swedish-American denim brand Amendi joined forces to call for reform of the Green Guides. By April, the group drummed up support for a coalition letter to the FTC urging them to undertake a comprehensive review of the Green Guides saying “without guardrails on this term, or data to substantiate these claims, there is risk the term becomes meaningless, or even detrimental to efforts to promote healthy environmental practices.
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