What is greenwashing?
Greenwashing is a marketing term that makes consumers perceive a product as green when it is not. It turns out that the manufacturer deliberately misleads buyers about their products.
Sports brands are increasingly talking about conscious consumption: and this is no longer a fashion trend, but a necessity. Working in an environmentally friendly direction increases the level of loyalty of customers who are responsible for recycling and try to save the environment. But, unfortunately, even among the sports names of the world, not all statements are true and transparent.
The non-profit Change Markets Foundation said in a 2021 report that 59% of British and European companies’ environmental claims could be fraudulent. What are the loud statements of the brands behind them and how to understand who is the real eco-friendly, says Alexander Svidovsky, General Manager of Vtor-Plast.
Greenwashing and sports brands
Greenwashing detects false claims made by brands about product viability. This can be covert advertising, loud slogans without specific data or outright deception. Thus, the Allbirds brand was at the center of the scandal due to its environmentally friendly sneakers. The reason was the inconsistency of the advertising messages with real events. Earlier this year, a lawsuit was filed against the brand for misleading consumers about the ethical treatment of animals whose wool is used in products. In an advertising campaign for running shoes containing sheep wool, the manufacturers claim that the animals “live a good life”. According to PETA, sheep are being treated inhumanely. Wool is not as environmentally friendly as is commonly believed. Its production requires a huge area of land for sheep grazing, as well as a lot of electricity, water and chemicals to turn the cut wool into a clean, uniform fiber.
The well-known “three stripes” of Adidas, which were placed as not indifferent to the ecological agenda, are also not transparent. The German sportswear manufacturer claimed to have made a “50% redesign” of the classic Stan Smith sneaker. But it is not entirely clear: the name meant that half of the materials from which the model is made are recycled or only that they can be partially recycled after use.
Sports brands and sustainable consumption
To understand which companies are really green, pay attention to facts and figures. These are brands that do not hide anything and talk about their technologies and production. Here are some examples of manufacturers you can trust. Given the growing popularity of the subject of ecology, be more careful when choosing a manufacturer of clothing or footwear. Strong plates may hide environmentally friendly production. In order not to fall into the trap of marketers, trust the proven research and facts.
Nike is actively working to protect the planet: for example, it is creating collections of recycled and recycled plastic. For example, the Liverpool kit for the 2020/2021 season is made entirely of recycled plastic. The Russian clubs “Spartak” and “Zenith” play in such equipment.
The outdoor clothing brand Patagonia has been selling items made from plastic bottles and recycled materials for 30 years. The brand focuses on recycling clothes and tries to ensure that consumers use them for as long as possible and can return them for repairs instead of buying new ones. On the site, users can find a section with information about green projects and participate in them. Patagonia is also the first streetwear brand to make fleece from recycled plastic bottles. After many years of research and testing, Patagonia began recycling nylon. The company recycles used plastic bottles, waste production waste and worn clothes in polyester fibers.
In 2020, Asics introduced running shoes made from recycled polyester bottles. The collection was the first step towards using 100% recycled polyester fibers on the top. For shoes from the Edo Era Tribute collection, the boxes are made of recycled cardboard and the logo and important information are printed with water-based paint. The cost of materials per box has been reduced by 10%.