What: Consumers and experts are having a hard time understanding which brands are meeting higher ethical standards as greenwashing remains an industry-wide concern.

Why it is important: Access to information has driven better decisions and created markets for more sustainable products.

Brands have been guilty of using sustainability popularity as a way to market their products, even if the messages are fabricated. Brands market sustainability as a false binary labeling products as okay to purchase or not, but the industry is a lot more complicated than that. Being sustainable is more of a spectrum with each product having a unique footprint.

The Fashion Revolution’s Transparency Index Multiple ranked Kering and Adidas as brands leading the way with their clear and accurate reports. Transparency is very important, so much that we might start seeing factory and textile information next to products when shopping online with an estimate of a product’s overall impact.

The flawed ways brands talk about sustainability