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How to Spot an Unsustainable Brand

Updated: May 18, 2022


In recent years the 'sustainability' trend has proven to influence how we shop. More than ever, companies have claimed to be ‘sustainable’ only because they want sales. This makes it difficult for conscious shoppers to spot genuinely sustainable items.


So, we have pulled together four quick tips on how to spot an unsustainable brand.


1) Greenwashing


Greenwashing has become a standard communication technique for many organisations. As sustainability continues to grow, many companies ‘claim to be “green” through advertising and marketing instead of actually implementing business practices that minimise environmental impact’. Always be aware of communications and research the brands you are purchasing from.


2) Low Prices and Cheap Materials

Although low prices are very appealing, the reality is that the clothes are usually made from cheap materials that are not good for our environment. Cheap items are often made from synthetic materials that can take over 1,000 years to degrade and, in some cases, they release toxic chemicals. When shopping, research the brand and focus on how the clothes have been made.


3) Lack of Story


Vintage, antique, hand-made, and some preloved items normally carry a story, unlike fast fashion. Vintage and antiques are particularly indicative of quality lasting through time. When shopping, think about purchasing an item that you can pass down to generations to prevent It from going to landfill and to create your own unique story.


4) Mass-Produced Items If you find an item that you know can be easily purchased three or four times over, it means it has been mass-produced. Mass production is the planet's worst nightmare due to energy consumption, waste and unsustainable practices. Not only does the item lack uniqueness, but it can also be cheaply produced.




It is important to be aware that many companies often mislead individuals with attention-grabbing branding and communications with false and exaggerated claims. Always research and support small and eco-friendly organisations to contribute to a greener future.


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