What: An alliance of major fashion brands including H&M have announced that they are pausing the use of the Higgs Index tool to measure garments’ sustainability after critics described it as greenwashing.

Why it is important: The Higg Index was once seen as a creditable label that many brands are using to promote sustainability efforts. It is now being criticized as an aid to greenwashing and being advised against as it does not enable consumers to make more informed decisions.

The Norwegian Consumer Authority (NCA) warned H&M Group two weeks ago against using the Higg Index to support its environmental claims. It added that if it was still using such marketing by 1 September, it would risk economic sanctions.

Even though the NCA did not investigate H&M they did investigate another Norwegian brand Norrøna who was also using the index on their website. The NCA concluded that the data was in fact misleading to consumers and the claims unsubstantiated.

Many sustainability activists have been rejoicing after the announcement as they felt this methodology does not cover all aspects of product sustainability.

Other retailers that are currently using the index are: Nike, Primark, Walmart, Boohoo, Amazon and Tommy Hilfiger.

Fashion brands stop using sustainability index tool over greenwashing claims