RESEARCH FOLDER: MAGAZINE ARTICLE by Tessia Silva

400954251 — 2022-07-12 11:36:17 UTC

modern magazines for example:
hypebeast
dazed
paper

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minimalistic
bold
eyecatching

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increasing focus on ESG
possibilities:
- the decline of fast fashion
- the rise of charity/thrift shops
- the problem of greenwashing
- gen z's focus on sustainability

current articles on these topics

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https://www.retailgazette.co.uk/blog/2020/09/is-sustainability-killing-off-fast-fashion-for-good/

https://www.shoutoutuk.org/2022/01/10/greenwashing-how-companies-dupe-us-into-buying-misleading-eco-products/

https://www.forbes.com/sites/gregpetro/2021/04/30/gen-z-is-emerging-as-the-sustainability-generation/?sh=211d49d88699

key features of hypebeast magazine - front cover

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- hypebeast logo in top left hand corner
- helvetica font
- barcode in bottom left corner
- issue number in top right corner
- interesting imagery or patterns on front cover
- all magazines are titled "The '...' Issue" eg. The Revival Issue
- focuses on streetwear/hip hop culture

key features of dazed magazine

400954251 — 2022-07-12 12:11:51 UTC

- front cover usually includes a portrait of a celebrity eg- billie eilish, lana del rey
- big and bold Dazed logo at the top of the page
- little to no text on cover
- modern and slightly alternative/edgy
- bold colours

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what is it?

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the unjustified and misleading claims from brands that their products are more environmentally friendly than they really are

current articles on greenwashing

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https://www.goodfind.io/blog/how-the-future-of-greenwashing-is-changing

https://www.greenqueen.com.hk/greenwashing-in-fashion-is-on-the-rise-heres-how-to-spot-it/

https://www.vogue.co.uk/fashion/article/greenwashing-fashion-website

http://changingmarkets.org/wp-content/uploads/2021/07/SyntheticsAnonymous_FinalWeb.pdf

podcasts i listened to on greenwashing

400954251 — 2022-07-14 10:28:24 UTC

https://open.spotify.com/episode/0of7D5UmUXsDTMRoqtEJfz?si=9fe885e059b94cf1

https://open.spotify.com/episode/2bnk1pZrqGA25llzxn9Vl5?si=3aa40f7d6f014aad

quantitative data

400954251 — 2022-07-14 10:39:37 UTC

- 60% of sustainability claims by fashion giants are greenwashing

- Brands that fared worse on greenwashing than the average among the group were H&M, with 96% of claims flouting the CMA guidelines, and Asos and M&S, with 89% and 88% of claims failing to measure up respectively.

- Nike’s latest impact report revealed that it used more than 152,000 tonnes of polyester and 111,490 tonnes of rubber in the financial year 2020.

- The Changing Markets Foundation’s February report revealed that virgin polyester production is now generating 700 million tonnes of CO2e every year – as much as 180 coal-fired power plants.

https://www.edie.net/report-60-of-sustainability-claims-by-fashion-giants-are-greenwashing/

greenwashing documentary

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https://youtu.be/FR4yfkPyeuk

key features of hypebeast magazine - inside pages

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- columns of text
- subheadings in bold
- white background with black text
- large pictures
- callouts and quotes
- minimalistic style

strengths

400954251 — 2022-07-19 10:51:15 UTC

- makes brands look more sustainable and up to date with current trends

- adds value to products

- makes customers feel better about their purchases as they feel like they are doing something good

- brands can have a competitive advantage if they are seen as eco-friendly

weaknesses

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- shows brands that the resources and practices they use are weak compared to other companies in the market

-shows that the brand is needs to improve to keep up with the market

- brands knowingly misleading customers which could go against brand morals and ethics

opportunities

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- can help in increasing sales and revenues and brands can charge higher prices for products

- can help in gaining a competitive edge against rivals

- assists in growing the organisation

- can gain more customers in new segments for example Gen Z and Millennials

- increases brand value and reputation (if they brand doesn't get caught for greenwashing)

threats

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- if the brand is caught greenwashing it could be boycotted or face pressure groups

- sales and revenues may decrease

- bad PR for the company and a tarnished reputation

- may face fines or penalties by the law

swot analysis on the drivers of greenwashing

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https://caserighted.com/the-drivers-of-greenwashing/

400954251 — 2022-07-19 11:12:58 UTC

i carried out a survey where i asked 38 people if they would buy from a brand that green washes and why/why not

the demographics and psychographics of the people asked were very mixed.
- ages ranged from 14 to 72.
- i asked males, females and non-binary people
- some people had a wide knowledge of sustainability in fashion and others had absolutely no knowledge of the topic

results

400954251 — 2022-07-19 11:13:10 UTC

26 (68%) people said that they wouldn't buy from a company that green washes

12 (32%) people said that they would buy from a company that green washes

results - comments

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some things that people asked/commented on when i asked them the question:

'what is greenwashing'

'no, i am aiming to have a completely sustainable wardrobe by next year'

'i don't care what brands do. if i like a product i'll buy it'

'i would like to buy sustainably but i usually don't have the time or money to be able to'

'i try not to because it makes me feel better about myself'

'no i don't want want to give my money to brands that lie to customers but i would pay more for products that are legitimately sustainable'

what i have learned from this survey

400954251 — 2022-07-19 11:37:02 UTC

i have learned that the majority of people would not buy from a brand that is known to greenwash it's products

most people who said that they would buy from a brand that green washes were over the age of 49 and did not have a wide knowledge of the topic. this group of people were also largely male.

the group of people who said that they would not buy from a brand that green washes were mostly younger and female/non-binary. this group of people are also more active on social medias like Tik Tok and Instagram and have a vaster knowledge of the impacts of fashion on the environment.

overall

400954251 — 2022-07-19 11:39:49 UTC

overall, 68% of the people that i asked would not buy from a brand that green washes its products and would prefer to pay more for products that are confirmed to be sustainable.

as for the 12% of people who said that they would buy from a brand that green washes, many of these people are uneducated on the topic of sustainability and changed their answers when i told them more information on the subject and the damage it does to the planet.

400954251 — 2022-08-02 11:05:01 UTC

Simone Bose, D., 2021. Greenwashing In Fashion Is On The Rise, Here's How To Spot It. [online] Green Queen. Available at: [Accessed 2 August 2022].

Agro & Chemistry. 2020. European Parliament passes law against greenwashing - Agro & Chemistry. [online] Available at: [Accessed 2 August 2022].

Morgan, J., n.d. How the future of greenwashing is changing — Goodfind. [online] Goodfind. Available at: [Accessed 2 August 2022].

Pinsentmasons.com. 2020. UK CMA to explore misleading environmental claims. [online] Available at: [Accessed 2 August 2022].

2022. Green Paint. [image] Available at: [Accessed 2 August 2022].

Cliff, D., 2020. [image] Available at: [Accessed 2 August 2022].

edie. 2021. Report: 60% of sustainability claims by fashion giants are greenwashing - edie. [online] Available at: [Accessed 2 August 2022].

Martin, E., 2022. Are companies as green as they say? How to spot greenwashing. [online] Good Housekeeping. Available at: [Accessed 2 August 2022].

Business Insider. 2019. The fashion industry emits more carbon than international flights and maritime shipping combined. Here are the biggest ways it impacts the planet.. [online] Available at: [Accessed 2 August 2022].

n.d. Profit over Planet. [image] Available at: [Accessed 2 August 2022].

2021. H&M Greenwashing. [image] Available at: [Accessed 2 August 2022].

400954251 — 2022-08-02 11:05:57 UTC

Ho, S., 2021. Nearly 60% of Sustainable Fashion Claims Are Greenwashing, Report Finds. [online] Green Queen. Available at: [Accessed 2 August 2022].

Weir, H., 2019. A Stella McCartney campaign shot in a Scottish landfill site to raise awareness of waste and over-consumption. [image] Available at: [Accessed 2 August 2022].

2019. Stella McCartney enlists Extinction Rebellion to model her clothes. [image] Available at: [Accessed 2 August 2022].

Back to Zero, 2020. Fashion impacts on the environment. [image] Available at: [Accessed 2 August 2022].

Brouwer, A., 2016. REVEALING GREENWASHING: A CONSUMERS’ PERSPECTIVE. [online] Files.eric.ed.gov. Available at: [Accessed 2 August 2022].

DHANANI, R., 2022. Here are five brands that are NOT greenwashing. [online] the sustainable agency. Available at: [Accessed 2 August 2022].

400954251 — 2022-08-02 11:07:44 UTC

Animalia, 2020. The State of Greenwashing in Fashion. [podcast] Available at: [Accessed 2 August 2022].

Business of Fashion, 2022. Fashion's greenwashing problem. [podcast] The Debrief. Available at: [Accessed 2 August 2022].

How Companies Trick You Into Shopping Unsustainably (Greenwashing Documentary). 2022. [video] YouTube: Earth Stories.

"Average Household Income, UK - Office For National Statistics." 2022. Ons.gov.uk [online]. Available at: https://www.ons.gov.uk/peoplepopulationandcommunity/personalandhouseholdfinances/incomeandwealth/bulletins/householddisposableincomeandinequality/financialyearending2021#:~:text=Median%20household%20disposable%20income%20in,(ONS)%20Household%20Finances%20Survey. [accessed 4 Aug 2022].

pestle analysis on the drivers of greenwashing

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political

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- goverment regulatory practices are weak when it comes to greenwashing

- international governments aren't as strict about greenwashing and will allow it in their countries

economic

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- brands can charge higher prices for 'green' products

- it would be costly to integrate sustainable practices into the manufacturing process and supply chains

- disposable income of the UK has increased by 2% meaning people are able to spend money on eco-friendly fashion ("Average Household Income, UK - Office For National Statistics" 2022)

social

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- sustainable fashion has become very trendy amongst younger generations meaning there is a massive opportunity here

- most people don't have much knowledge on greenwashing or what goes on behind the scenes and brands can take advantage of this

- if a brand is found to be greenwashing, they will face backlash and may be boycotted or face fines

technological

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- social media platforms like tik tok are boosting people's knowledge of sustainability

- technology allows for a higher level of research and development to be done by companies

- companies can integrate new technologies into their manufacturing processes to be more sustainable

legislation

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- greenwashing laws are getting stricter

- The EU parliament passed a law in 2020 to regulate the practice of greenwashing (Argo Chemistry, 2020)

- the Competition and Markets Authority (CMA) has agreed to deeper investigate misleading ethical claims and put in place tougher regulations (Out-Law News, 2020)

environmental

400954251 — 2022-08-04 10:54:39 UTC

- fashion is the second most polluting industry in the world

- fast fashion brands being unsustainable will increase the level of global warming and also speed it up

- the textile sector generated 1.2 billion tonnes of greenhouse emissions in 2016 which means fashion's carbon footprint is larger than international flights and maritime shipping combined (Insider, 2019)