Britons angry about greenwashing, will reject guilty brands

By

Sandra Halliday

Published
May 19, 2023

Greenwashing isn’t only a problem simply because the authorities are paying more attention to it these days. It’s an issue for consumers too. They don’t like it and will actively shun brands who’ve been caught embellishing their green credentials.

Marking the first ever Organic Textile Week (happening until Sunday), a new poll has revealed that people are “turning their backs on clothing brands that are intentionally misleading them”.

The event is organised by the Organic Trade Board (OTB) and Global Organic Textile Standard (GOTS) to celebrate and promote certified organic textiles, “while informing consumers about how to identify truly organic options”.

They spoke to 2,000 people across the UK and found that as many as 70% claim to be less likely to buy again from a brand if that brand falsely claimed their products were organic.

And 59% are “angry or disgusted to find some clothing brands claiming to be organic may actually contain hazardous synthetic pesticides and other chemicals”.

Meanwhile, 57% think it's important for them to buy clothes and textiles that are genuinely sustainable.

But while consumers are perfectly prepared to punish labels that indulge in greenwashing by shifting to other brands, as many as 56% don’t actually know how to recognise whether an item of clothing or textiles is certified organic. They’ve not heard of the GOTS certification logo. And 29% didn’t know organic textiles or clothing even existed.

The Organic Textile Week that has been launched includes brands from clothing, childrenswear, personal care and home textiles such as People Tree, Natracare, Bamford, My Little Green Wardrobe, Greenfibres, de Le Cuona and Organyc coming to together” to celebrate and promote certified organic textiles, while informing consumers about how to identify truly organic options”.

Christopher Stopes, GOTS UK Representative, said: “GOTS is the worldwide leading textile processing standard for organic fibres, including ecological and social criteria, backed up by independent certification of the entire textile supply chain. This provides a credible assurance to the end consumer and protects the market from greenwashing — which is prevalent in the textile sector. These statistics show it’s important to people that they buy genuine organic textiles to ensure sustainability.”