14. False Sustainability Claims
In recent years, many fast fashion brands have attempted to capitalize on consumer concerns about sustainability by marketing their products as “eco-friendly” or “green.” Unfortunately, these claims often amount to little more than greenwashing—misleading customers into believing they’re making environmentally responsible choices when, in reality, production practices remain largely unchanged. Vague language, minimal detail, and lack of third-party certifications further obscure the truth, making it challenging for consumers to distinguish genuine sustainability efforts from mere marketing strategies. By critically evaluating brand transparency, seeking credible certifications, and opting for genuinely responsible companies, shoppers can confidently support authentic sustainable fashion.