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Zara sort of says that the blame is on marketers with the sentence "It should, therefore, be marketers who take a stand for what is right for the long term reputation of their company." - this convinces me less about her personal opinion as she strays away from her arguments of H&M as a brand itself greenwashing to just blaming the marketing campaign

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marketers should not be solely responsible for brands sustainability perception

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Definition & Development of Greenwashing

obtained from a literary magazine in 1986 by Jay Westerveld

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While the author does include evidence and reasoning, the article generally does not mention what H&M are doing well, and seems to use evidence that goes against H&M, suggesting potential bias.

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The conclusion could have focused more on H&M but it does provide examples of how H&M could do better and highlights other brands who have faced scrutiny.

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The writer talks in the first person several times throughout the article which isn't formal and therefore questions the validity of the source. However, their are lots of references to sources throughout the article so it is obvious that her personal thoughts is not purely the basis of this source.

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She has credible knowledge within the marketing field, so has the ability to recognise how h&m are using marketing to greenwash and supports her points with other credible references. In my assessment I would maybe consider looking into her points further using a more fashion focussed article etc to back up or challenge what she's saying

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provides links to trustworthy articles and scholars such as NY Times and Michael Sandel who is a Harvard professor

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summarises h&ms attempts at being ethical and sustainable and critises them using statistical evidence such as that only 35% of what’s collected is recycled at all. She then goes on to explain how they are able to get away with it through marketing being unregulated

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Zara provides good links to similar stories such as Forever 21 and links to evidence of sustainability statistics and regulations relevant to H&M's greenwashing

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The writer makes references to respected professionals and academics within the business industry, such as Michael Porter, which enhances the validity of this source.

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History of greenwashing evidenced by a Guardian article

Quote by Michael Sandel

‘Textile dyeing is the second-largest polluter of water globally’

References of philosophers – Kant, Aristotle

Real life example of Lance Armstrong

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That unethical companies will not last in the long run if they refuse to make changes

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"I would argue that H&M is misleading consumers into thinking that it recycles the clothes it collects. In truth, less than half is recycled" - Zara talks about H&M duping consumers and lying about recycling however provides no evidence that this is the truth. She only provides proof that they are not meeting regulations by doing this

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That H&Ms marketing makes it seem that they are more sustainable than they actually are and have broken ethics codes in doing so

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H&M's greenwashing claims affect stakeholders, especially those living in areas near landfills and manufacturing

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inclusion of statistics that are supported by references from credible sources such as The Economist and a famous environmentalist

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there were a lot of references for statistics and legal quotes however there aren't any links supporting claims towards H&M

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Zara Ramaniah- a marketing specialist currently working at a technology company and has a masters degree in marketing, no fashion experience, however has included article references throughout

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Zara Ramaniah - works with Fidelity Canada with a background in digital marketing, communications, brand management, market research, public relations and market analytics. She is highly qualified with a Marketing qualification and an Arts degree in political science, English language and literature.

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Marketing specialist, 8 years of experience in cross-cultural communications