Eco-friendly. Organic. Natural. Green. These terms are often used to advertise a company’s sustainable business
practices. Nevertheless, many fast fashion brands misuse these terms.
Greenwashing is the unfortunate by-product
of companies spending more time and money advertising their “green-ness” over
actually reducing their environmental impact.
H&M Group is following through with a commitment
to phase out hazardous chemicals from the manufacturing process. Their
dying and printing suppliers are fully on board, yet it is unclear which steps
still include hazardous materials.
"By being production-heavy, or CO2-intensive, or non-reusable or non-recyclable, many of the products we’re paid to promote have an irrefutably negative effect on the environment. When an ad sells another one of these products, it advances its client’s profitability, but also harms the prospects of humanity. Which brings us to an extremely inconvenient truth for our industry that wasn’t raised at Cannes – in fact, I’m not sure I’ve seen it raised anywhere: that products like these shouldn’t be allowed to advertise."
In a recent article in the Creative Review, Naresh Ramchandani, a leading influential creative copywriter, asked the entire industry whether it is now time to introduce a ban similar to the one on cigarettes, on products that harm our
Testata registrata presso il tribunale di Milano al Numero di ruolo del registro di volontaria giurisdizione RG. 11797/2018 Direttore responsabile: Maurizio Ermisino
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