As the world increasingly embraces sustainability, schools are not left behind in the movement to adopt eco-friendly practices. One area of focus is sustainable school uniforms. However, greenwashing – the deceptive promotion of products as environmentally friendly – is a growing concern. In this article, we’ll explore greenwashing in eco-school uniforms and how you can ensure your school adopts genuinely eco-friendly practices.
Understanding Greenwashing and Its Impact
Greenwashing refers to the practice of making misleading claims about the environmental benefits of a product, service, or company to boost sales or improve reputation. The term combines the words “green” (environmentally friendly) and “whitewashing” (concealing the truth).
Greenwashing can lead to consumers being misled into purchasing products that aren’t as environmentally friendly as they appear. In the context of school uniforms, this means that schools might unknowingly choose to partner with uniform suppliers that don’t meet the sustainability standards they expect.
The Four Types of Greenwashing
Greenwashing can take several forms. Here are four common types:
- Vagueness: Using ambiguous or unclear terms to describe the environmental benefits of a product, such as “eco-friendly” or “natural”.
- Irrelevant Information: Highlighting an insignificant aspect of the product while ignoring its overall environmental impact.
- False Claims: Making unsubstantiated claims about a product’s environmental benefits.
- Lesser of Two Evils: Comparing a product to a less environmentally friendly alternative, rather than evaluating it based on its own merits.
Identifying Greenwashing in Eco School Uniforms
To avoid falling for greenwashing tactics, it’s essential to scrutinise claims made by suppliers and manufacturers of sustainable school uniforms. Here are some tips for identifying greenwashing in eco-school uniforms:
- Research the Company: Investigate the company’s history, values, and sustainability practices. Look for evidence of genuine commitment to sustainability, such as certifications or awards.
- Verify Claims: Look for third-party certifications that validate the environmental claims made by the company. Examples include Global Organic Textile Standard (GOTS), Fair Trade Certified, and OEKO-TEX®.
- Examine the Supply Chain: Ensure the company practices transparency and traceability in its supply chain. Investigate their sourcing, manufacturing, and labour practices.
Examples of Greenwashing
One of the most famous examples of greenwashing is the “clean diesel” scandal involving Volkswagen. The company falsely claimed that its diesel vehicles were environmentally friendly, while secretly manipulating emission test results. Another example is H&M’s “Conscious Collection,” which has faced criticism for lacking transparency and providing insufficient information about the environmental impact of the clothing line.
Tackling Greenwashing in School Uniforms
The Importance of Accountability
As part of our E.A.R.T.H framework, Accountability focuses on ensuring transparency and traceability in the school uniform supply chain. Measures such as third-party factory audits and supplier human rights requirements can help ensure accountability and ethical practices throughout the supply chain. Benchmark your school uniforms’ Accountability by taking our E.A.R.T.H School Uniform Sustainability Scorecard.
| Greenwashing Indicator | What to Look For |
|---|---|
| Vague or misleading language | Broad, unqualified terms like “eco-friendly,” “natural,” or “green” without specific explanations or certifications |
| Unsupported claims | Statements about sustainability that lack evidence, third-party certification, or clear standards |
| Irrelevant certifications | Logos or certifications that don’t directly relate to the sustainability of school uniforms or are not recognized by reputable organizations |
| Hidden trade-offs | Emphasizing one positive aspect of the uniform while ignoring other negative impacts on the environment or human rights |
| False claims | Outright lies about the product’s sustainability, such as claiming to use organic materials when they do not |
| Lesser of two evils | Highlighting a less harmful option, but not addressing the larger environmental issue |
| Lack of transparency in the supply chain | Inadequate information on the production process, sourcing of materials, or labour practices, making it difficult to verify sustainability claims |
| Inconsistency between marketing claims and business actions | Promoting sustainable school uniforms while other aspects of the business, such as packaging or transportation, do not align with sustainability principles |
Schools can use this checklist to evaluate the sustainability claims of school uniform suppliers and avoid falling for greenwashing tactics. By ensuring that suppliers meet transparent and verifiable sustainability standards, schools can contribute to a greener and more ethical uniform industry.
Collaborating with Suppliers and Manufacturers
Work closely with suppliers and manufacturers to ensure that sustainable practices are maintained throughout the production process. Establish clear expectations and maintain open communication to ensure that both parties are committed to genuine sustainability.
Continuously Evaluating and Improving
Adopting sustainable school uniforms is not a one-time effort. Regularly review and evaluate the performance of your suppliers and manufacturers to ensure they continue to meet your sustainability standards. Be prepared to make improvements and adjustments as needed to maintain genuine eco-friendly practices.
Sharing Success Stories and Best Practices
Celebrate and share your school’s success in implementing eco-school uniforms. This can inspire other schools to follow suit and help create a collective impact on the environment. Share your experiences, challenges, and best practices with other educational institutions to create a network of sustainability-minded schools.
The Role of Eco-Literacy in Combating Greenwashing
Developing eco-literacy – the understanding of the ecological, economic, and social factors that influence our relationship with the environment – is crucial in combating greenwashing in eco-school uniforms. By fostering eco-literacy among students, staff, and parents, your school community will be better equipped to make informed decisions and differentiate between genuine and deceptive sustainability claims.
Integrating Sustainability into the Curriculum
One way to foster eco-literacy is by integrating sustainability principles into the school curriculum. This can be done by incorporating environmental themes into existing subjects, offering courses specifically focused on sustainability, and providing hands-on learning experiences. Check out our article on Three Principles for Bringing Sustainability into Schools for more ideas.
Promoting Environmental Awareness through School Activities
In addition to curriculum integration, schools can promote environmental awareness through extracurricular activities, such as eco clubs, recycling programs, and school-wide campaigns. These activities can engage students in practical sustainability initiatives and reinforce the importance of eco-friendly practices.
Frequently Asked Questions
What is an example of greenwashing in relation to school uniforms?
A school uniform supplier might claim that their uniforms are “eco-friendly” because they use recycled materials, but they may not disclose that the production process involves harmful chemicals or exploitative labour practices.
What are some examples of greenwashing?
Examples of greenwashing include companies making vague claims about their products being “eco-friendly” or “natural” without providing evidence, highlighting irrelevant information, making false claims about environmental benefits, and comparing their products to less environmentally friendly alternatives.
What are the 4 types of greenwashing?
The four types of greenwashing are vagueness, irrelevant information, false claims, and the lesser of two evils.
What are the most famous examples of greenwashing?
Some famous examples of greenwashing include the Volkswagen “clean diesel” scandal and H&M’s “Conscious Collection”.
Why is it important to tackle greenwashing in school uniforms?
Tackling greenwashing in school uniforms ensures that schools and parents invest in genuinely sustainable uniforms, promoting a more significant positive impact on the environment and encouraging students to become environmentally responsible citizens.
How do you identify greenwashing in school uniforms?
To identify greenwashing in school uniforms, research the company’s sustainability practices, verify their environmental claims through third-party certifications, and examine their supply chain transparency and traceability.
