Zalando, a publically-traded online fashion retailer with over 50 million active users, has agreed to remove misleading sustainability flags and icons that suggest products are more environmentally friendly than they are.
Why do companies overstep on their sustainability claims? Because consumers are demanding sustainability and exaggerating is the easiest and fastest solution.
But it is clearly not the best long term solution.
Given that we know environment/climate is the top concern consumers have.
Given that we know consumers want to support companies that can prove they are sustainable.
Given that we know certified sustainable companies are growing materially faster than their non-sustainable peers.
Given that we know environmental activists are exposing greenwashers.
Given that we know government compliance is going to require 3rd party verification.
Being able to prove your sustainability claims is going to benefit you.
If you are interested, read this on what you want in a sustainability program, watch this master class, and contact us