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Fashion
Kering has issued an updated sustainability guidance to the group's brand portfolio on greenwashing. The French luxury giant, which operates Gucci, Balenciaga and Bottega Veneta, said its brands and suppliers must communicate their sustainability efforts and results transparently and appropriately, with data underlying statements where possible.
The guidelines are in regard to products sold in-store or on the group’s brands’ e-commerce sites. The guidance covers claims related to all environmental and social issues, written information on the website, label, advertising, etc. It does not cover mandatory information that is included on product labels by law. It is also not related to packaging or corporate communications.
Generic sustainability-related statements that are broad and non-specific, such as “eco-friendly”, “environmentally-friendly” or “green," should be avoided, the Paris-based Group said. Products should not be labelled carbon neutral, but instead should be reported as reduced emission efforts and that there are separate programmes within Kering for carbon offsetting.
Green claims should be trustworthy
Kering said for a claim to be fully responsible and trustworthy it must be: true and relevant, clear and unambiguous, fair and without exaggeration, substantiated and verifiable, not over-using visual natural or nature-like elements, and putting forward certifications properly.
“’Greenwashing’ … is a serious obstacle to achieving a truly sustainable transition in the fashion industry and in the wider world as it prevents consumers from making informed purchasing decisions. Furthermore, it is also a form of unfair competition that can harm companies that communicate their sustainability efforts in a proportionate, measurable and fair way.”
As a sustainability expert deeply immersed in the realms of fashion and environmental consciousness, I find Kering's recent update on sustainability guidance to be a critical step in addressing the pervasive issue of greenwashing within the industry. My extensive experience and knowledge in sustainable practices position me to shed light on the intricacies of this matter.
Kering's initiative, spearheaded by the French luxury conglomerate behind renowned brands like Gucci, Balenciaga, and Bottega Veneta, underscores the importance of genuine and transparent communication regarding sustainability efforts. The guidelines extend across various facets of the business, including in-store products and e-commerce platforms, emphasizing the need for clear, data-backed statements.
The crux of Kering's sustainability guidance lies in combatting greenwashing, a term used to describe the deceptive marketing tactics employed by companies to portray an environmentally friendly image without substantial commitment or results. The guidelines explicitly discourage generic and non-specific terms such as "eco-friendly" or "green," urging brands to provide specific, measurable evidence of their sustainability initiatives.
One notable aspect of Kering's approach is its stance on carbon neutrality claims. Instead of allowing products to be labeled as carbon neutral, the guidance advocates for transparent reporting of reduced emission efforts. Kering has established separate programs for carbon offsetting, emphasizing a more nuanced and accurate representation of a brand's environmental impact.
For a sustainability claim to be deemed responsible and trustworthy, Kering sets stringent criteria: it must be true, relevant, clear, unambiguous, fair, substantiated, verifiable, and avoid overusing visual elements that imply a natural or nature-like quality. The guidelines recognize the serious impediment that greenwashing poses to achieving a genuinely sustainable transition in the fashion industry and beyond, as it hinders consumers from making informed choices and creates unfair competition.
In essence, Kering's sustainability guidance acts as a beacon for the fashion industry, urging brands to adopt transparent and honest practices in their sustainability communications. By addressing greenwashing head-on, Kering sets a precedent for responsible and accountable approaches, fostering a more sustainable and ethically conscious future for the fashion landscape.
