Greenwashing and Necessity of Evidence-Driven Sustainability Communication 

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In the contemporary landscape of the textile industry, the growing concern over environmental and social impacts has brought the phenomenon of Greenwashing into sharp focus. Greenwashing, a deceptive practice that presents a misleading impression of a brand’s environmental responsibility, has become a prominent problem.

On 18th January 2024, the EU Parliament has overwhelmingly passed the EU Directive to ban greenwashing and prevent businesses from making misleading or hard-to-understand green claims aimed at consumers. The directive, which passed with 593 votes in favor and 21 against, means businesses selling in the EU won’t be able to make vague claims like:  

  • Eco-friendly 
  • Enviromentally friendly  
  • Biodegrable 
  • Recycled  

This regulatory shift emphasizes the need for transparency and accountability in marketing communications, ensuring that environmental claims are supported by tangible proof. Hence, our article aims to explore the reasons behind the increasing attention to Greenwashing and offers insights into the importance of awareness among individuals and stakeholders. By understanding how to identify greenwashing brands, consumers can make informed choices, fostering a more sustainable and responsible industry. 

I. The Rise of Greenwashing

In recent years, the textile industry has faced heightened examination regarding its environmental and social practices. As consumers increasingly demand sustainable products, brands have been quick to adopt eco-friendly marketing strategies. However, not all claims align with genuine efforts to reduce environmental impact. The phenomenon of Greenwashing has emerged as a consequence of this gap between marketing promises and actual practices.

Let’s explore this concept more thoroughly: Greenwashing refers to the deceptive communication of misleading information or false assertions with the intent of portraying a false image of environmental responsibility. This misleading practice encompasses a spectrum of tactics, ranging from overstated eco-friendly labels to selectively showcasing sustainable initiatives. The aim is to divert attention away from less admirable aspects of a brand’s operations that may not align with genuine environmental stewardship. It is crucial for stakeholders, such as consumers, investors, and regulatory bodies, to remain vigilant and informed about the potential pitfalls associated with greenwashing in order to make well-informed decisions.

II. Recognizing then spotting greenwashing.

Recognizing greenwashing requires a critical examination of a brand’s sustainability claims. Watch for vague terms such as “eco-friendly” or “green,” without clear substantiation. Investigate the sourcing of materials, manufacturing processes, and a brand’s overall commitment to sustainability. Third-party certifications can also provide assurance of a brand’s genuine efforts. By adopting a discerning approach, consumers and stakeholders can distinguish between authentic sustainability and just “another” marketing tactics. To help consumers traverse the complex landscape of deceptive environmental marketing practices known as greenwashing, here are four key indicators to consider: 

a. Sustainability of a Brand’s Fabric: 

– Assess the materials used in production. 

– Investigate the environmental impact of sourcing and manufacturing processes. 

b. Transparency in Supply Chain: 

– Verify the authenticity of claims regarding supply chain sustainability. 

– Look for brands that disclose their suppliers and manufacturing locations. 

c. Maker Well-Being: 

– Examine the conditions under which products are manufactured. 

– Evaluate the well-being of workers involved in the production process. 

d. Living Wages: 

– Scrutinize the brand’s commitment to fair wages for workers. 

– Check if the brand participates in fair labor practices. 

III. Necessity of Evidence-Driven Sustainability Communication

Language that could mislead consumers — such as broad terms like “green” or “eco-friendly” — should be avoided as it could give the impression that products have positive environment. To combat greenwashing effectively, it’s crucial to demand evidence for sustainability claims. Brands should adhere to recognized certifications, such as Fair Trade, GOTS, or ISO 14001, providing tangible proof of their commitment to environmentally and socially responsible practices.

Having verifiable evidence ensures transparency and builds trust among consumers and stakeholders. 

As highlighted in McKinsey’s report, the year 2023 demands fresh communication strategies on sustainability. Brands, to make significant strides, must transparently articulate their advancements and areas for improvement. This can be achieved through avenues such as public reporting or product labels. 

IV. Empowering Sustainability: A Call to Action for Transparent Practices in 2024

For over three decades, Scavi Group has consistently advanced towards obtaining vital certifications, symbolizing our commitment to a better tomorrow. Our relentless pursuit of certifications reflects our dedication to meeting the highest industry standards. Certifications include ICS, WRAP, Social & Labour Convergence, amfori & BSCI, Higg Index, ZDHC, OEKO-TEX, Organic 100 Content Standard, and Global Recycled Standards, among others. We extend our unwavering commitment to our clients, ensuring transparency and traceability in our services, with a particular focus on carbon emissions. Through prioritizing environmental responsibility and fostering open communication, we aim to set the benchmark for sustainable practices within the textile industry. 


It’s necessary to have a collaborative, all-hands-on-deck approach to address this pivotal aspect of sustainability.

In early 2024, SCAVI initiated its sustainability journey with a crucial Sustainability kick-off meeting. The Sustainability Sourcing Manager emphasized the vital role of providing tangible proof to meet the expectations of not only our EU clients but also around the world. Key points included the significance of concrete evidence, challenges, and opportunities tied to the client’s expectations, and the imperative for transparency. SCAVI embraces these challenges as catalysts for innovation, paving the way for a future where our sustainable practices exceed expectations and build trust with stakeholders. Our commitment to transparency ensures a bright and impactful sustainable legacy for SCAVI.

Regarding our solid background, SCAVI Group celebrates its legacy as the first company to secure 100% foreign investment with an FDI license in Vietnam. Over the past three decades, we’ve expanded globally with 10 factories across Vietnam, Laos, China, and France, driven by a dedicated workforce of 15,000. Besides our “Repositioning Strategy,” anchored in the 4.0 Industrial Revolution, embraces Digitalization and Automation. With gratitude for the past and anticipation for the future, SCAVI Group looks ahead to new horizons, driven by purpose and responsibility. As the event echoes fade, we are ready for a future where innovation meets compassion, measuring success in the positive impact we create for humanity.

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