Hey fashion, it’s time for a new look!
As the clamp down on greenwashing continues, the fashion industry is grappling with increasing pressure to demonstrate genuine sustainability. The European Union's Green Claims Directive stands as a pivotal regulation aimed at transforming how green claims are made and perceived.
This goes hand in hand with the UK’s Competition & Markets Authority Green Claims Code, demanding more transparency and accuracy in the sustainability claims used by fashion brands across the industry. It’s no longer enough to just slap a ‘conscious’ or ‘future ready’ label on your line, now it’s time to prove it! Now more than ever fashion marketers need to align their practices with these new laws to ensure transparency, build consumer trust, and foster a truly sustainable industry.
Here’s a comprehensive guide to understanding and complying with the Green Claims Directive as a fashion brand.
The goals of the Green Claims Directive
The primary aim of the Green Claims Directive is to make environmental claims reliable, comparable, and verifiable across the EU.
This directive seeks to protect consumers from greenwashing, contribute to a circular and green EU economy, and create a level playing field regarding the environmental performance of products.
By enabling consumers to make informed purchasing decisions, the directive not only fosters consumer trust but also encourages sustainable business practices within the fashion industry.
Key Features of the Green Claims Directive
To achieve these goals, the directive introduces several measures:
1. Clear Criteria for Environmental Claims: Companies must adhere to strict guidelines on how to substantiate their environmental claims and labels. This ensures that all claims are backed by solid evidence.
2. Independent Verification: All environmental claims and labels must be checked by an independent and accredited verifier, ensuring their validity and reliability.
3. Governance of Labelling Schemes: The directive establishes new rules for the governance of environmental labelling schemes to guarantee they are transparent, credible, and reliable.
Understanding Green Claims
A green claim can take many forms, from words and statements to symbols, logos, graphics, and colors that highlight an environmental benefit associated with a product or service. Examples may include anything from shouting about packaging made of 30% recycled plastic (when the product itself is 100% virgin polyester) or even just using campaign imagery to evoke a sense of being connected with nature!
The Reality of Green Claims
A staggering 40% of green claims made online could be misleading, underscoring the urgent need for the Green Claims Directive. With currently 230 sustainability labels in use within the EU, the transparency and reliability of these claims vary significantly. The directive aims to standardise these claims, making it easier for consumers to trust and compare them.
Why compliance matters
Compliance with the Green Claims Directive offers numerous benefits:
1. Build Trust and Reputation: Transparent and verifiable green claims enhance your brand’s credibility and foster customer loyalty.
2. Regulatory Adherence: Staying compliant with incoming legislations avoids legal repercussions and positions your company as a responsible industry leader.
3. Fair Competition: The directive levels the playing field, ensuring that genuine efforts towards sustainability are recognised and rewarded.
4. Commercial Benefits: By communicating your genuine sustainability efforts, you can attract the growing segment of consumers who prioritise greener products.
How to Craft Your Green Claims
To align with the directive, your green claims should be:
Truthful and Accurate: Ensure all claims are based on factual, verifiable data.
Clear and Unambiguous: Avoid vague or misleading statements.
Inclusive of Important Information: Do not omit any critical details that might alter the claim's perception.
Comparative: Make meaningful comparisons that help consumers understand the product's environmental impact.
Lifecycle Considerate: Reflect on the entire lifecycle of the product, from production to disposal.
Credibly Backed: Provide up-to-date, credible evidence to support your claims.
Leveraging CircKit for green claims compliance
CircKit can be a valuable ally in substantiating your green claims. By offering true visibility into the impact of your products, CircKit can automatically generate and compare Life Cycle Assessments (LCAs) for your products, demonstrating your environmental impact improvements season-to-season.
What’s more, with CircKit Publish, you can shout about your sustainability stats with full confidence across your sales channels using Green Claims-compliant widgets and plugins to show consumers all the positive changes you’ve made as a brand! It’s all about progress over perfection.
The EU’s Green Claims Directive is a game-changer for the fashion industry, pushing for transparency and genuine sustainability. By understanding and complying with this directive, fashion marketers can not only do their part in staying ahead of legislation but can also contribute to building a stronger, more trusted brand in an increasingly eco-conscious market. Embracing these changes not just as a regulatory necessity but as an opportunity to lead the charge toward a more sustainable future in fashion, is the key.
