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The attempt to give corporate buyers and end consumers more sustainability data about the clothes they are purchasing is clearly beneficial for society. Eco-labeling is an effective way of informing consumers and customers about the environmental and social impacts of products. It also empowers consumers to identify products that are harmful, which in turn promotes competition among manufacturers and brands and encourages a corporate commitment to continuous environmental and social improvement. Given the number and diversity of available labels, it can be difficult for the average consumer to navigate the vague and sometimes misleading plethora of designations used to distinguish more “responsible” products in the marketplace. This can lead to confusion, and even skepticism, about the real meaning and value of these products. Indeed, while many follow a thorough and data-driven process often involving third-party certifications, there are others that are simply buzzwords or deceptive green marketing. Environmentally friendly. Eco-conscious. Eco-friendly. Nature-friendly.
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