Here’s how to rule out greenwashing

With sustainability being the word of the day, it’s easy to get caught up in a web of false claims. How can you tell if a brand really is as planet friendly as they say they are? 


First thing to check: is the brand transparent and open about where and how they produce? Because without transparency, sustainability is just a word. You need to be able to back it up. Let’s compare it to the situation of a job interview. There’s an applicant that wants the job (that would be the brand) and a person from HR to evaluate and decide if this person fits the bill (that’s you, selecting a brand that corresponds with your personal values). 


The applicant might wow the person from HR with a Harvard education on top of a personal traineeship by Steve Jobs himself, but at some point the person from HR will want to check some credentials, right? That’s where the transparency kicks in. If the applicant politely declines the request for more background, there will be the obvious doubt. And if access is granted but the claims turn out to be false, there will be backlash.


Now, we get how HR might not be your thing, and maybe you already have a day job. So here’s a life-hack; the ‘Good on You’ app. This Australian app (also available in Europe) does all the ‘rummaging through the background of so called sustainable brands’ for you! The independent platform has researched thousands of brands and rated them for their impact on people, the planet and animals. 


Kings Of Indigo’s score on the Good on You app? GREAT. 

But please don’t take our word for it.


Top-3 indicators of a false sustainability claim

  1. Vagueness: Conscious, ethical, eco, it all sounds nice, but these terms are hollow if no explanation follows. The easiest way to avoid people correcting you, is to be vague about exactly what you do to claim sustainability. 
  2. Insignificance: Check the amount of sustainable product the brand offers. Some brands over-protote a teeny tiny range of planet friendly stuff, within their -not so sustainable- collection.
  3. Lack of proof: As more people seek out planet friendly brands, more watchdogs are standing up to help them find the real deal. Check if a brand can refer to independent platforms like goodonyou and fairify, but also check for certificates like BCorp, Fair Trade, GOTS, GRS and collaborations with the Fairwear Foundation, just to name a few.

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