In the fashion world, sustainability has gone from being a trend to a necessity. More and more brands are claiming to be committed to reducing their impact, but are they really? These days, it’s hard to visit a clothing company’s website without coming across messages, direct or subtle, about their efforts to be sustainable and stand out from the competition. But not everything is as it seems. If you scratch the surface, you’ll find that many of these initiatives raise red flags, showing that despite good intentions, the efforts fall short of real sustainability.
More and more brands are claiming to be committed to reducing their impact, but are they really?
If you have a fashion business, identifying and correcting these mistakes is essential. Here are the 10 red flags you need to spot in your company to ensure a truly sustainable long-term future:
1. Sustainability isn’t integrated into the company’s overall strategy
One common mistake is treating sustainability as a side project or a low-budget initiative. If it’s not a core part of the company’s strategy, it’s unlikely to make a real impact. Brands that don’t allocate enough resources or fail to implement sustainability across all operations are bound to fall behind.
- Green flag. It’s crucial for sustainability to be woven into the daily operations of the company and involve every department. This ensures that the effects are meaningful and that the positive impact is maximized.
2. No quantified goals are set
It’s essential to define clear sustainability targets with specific deadlines for achieving them. If your company doesn’t have a measurable plan, it’s a sign that the efforts may not be serious or effective enough.
- Green flag. Each year, measurable metrics should be established to help your company know its target and work towards it, making precise decisions to meet the goal within the set timeframe.
3. Lack of knowledge about the supply chain
One of the key factors that determines a brand’s sustainability is its supply chain. If you don’t know who your suppliers are, from the closest level (Tier 1) to the farthest (Tier 4), you’re operating blindly, and it’s likely that you’re not managing resources and processes responsibly.
- Green flag. Mapping the supply chain from raw material extraction to the delivery of the finished product is essential. This allows you to understand the processes your items go through and make informed decisions to optimize their impact at each stage.
4. Failure to establish a code of conduct for suppliers
Working with suppliers without a defined code of conduct or ensuring they meet ethical and environmental standards is a serious mistake. A clear code sets expectations and ensures all parties work toward a common goal.
- Green flag. It’s important to establish your company’s ethical code so that everyone involved in your supply chain is aligned with your values and meets common standards that guarantee good practices.
5. Prioritizing offsetting over impact reduction
Some brands spend more on offsetting their emissions, such as planting trees or purchasing carbon credits, than on reducing them at the source. Real impact reduction should always be the priority before resorting to compensation strategies.
- Green flag. The impact reduction strategy should be integrated from the product design stage. Informed decisions must be made to ensure impact minimization before moving to production, rather than producing first and then offsetting.
6. Decisions not based on real data
Logistical and design decisions should be grounded in accurate data about the supply chain and the actual impact of products. Making decisions without this information is a sign that your business might be operating under incorrect assumptions.
- Green flag. If you’re working towards an impact reduction goal, you need to ensure your decisions are based on the realities of your supply chain and products. Only then you can guarantee that the strategy you’re following to achieve that goal is truly effective.
7. Absence of reliable methodologies for measuring impact
Many companies settle for generic data or outdated databases to assess their environmental impact. Without a clear and reliable methodology, it’s impossible to know if you’re truly making progress towards sustainability.
- Green flag. There are many available databases, but not all align with the reality of your company. Product assessments should be conducted using a robust methodology that provides data you can use to make informed decisions.
8. Marketing strategy masks lack of transparency
Falling into greenwashing is a common pitfall. If your marketing team is more focused on polishing unsustainable practices than on communicating transparently, you’re creating a false image that can ultimately harm consumer trust in the long run.
- Green flag. Your consumers appreciate being treated as informed individuals. Therefore, it’s important for marketing leaders to communicate the company’s efforts clearly and accurately, avoiding generic messages that could be misleading.
9. Not communicating sustainability claims
Silence is also a red flag. Failing to openly and honestly share your sustainability efforts and challenges can be perceived as a lack of commitment. Consumers are increasingly demanding detailed information about the products they purchase, and not providing it can be a significant mistake.
- Green flag. Those who remain silent have something to hide, both you and your end customer know this. Companies that proactively communicate their sustainability efforts and achievements, addressing consumer inquiries, demonstrate a genuine and transparent commitment.
10. Not relying on external experts
Attempting to handle all aspects of sustainability internally can limit progress and objectivity in results. Sustainability is an ever-evolving field, with new regulations and advancements emerging regularly. Collaborating with external experts provides updated insights and can help avoid critical mistakes.
- Green flag. In the realm of sustainability, it’s important to be humble and recognize when it’s necessary to ask for help. You don’t need to be an expert in every aspect, but having a trusted partner when outsourcing key processes is essential.
To ensure your fashion business is truly sustainable and thrives in the long run, it’s essential to identify and address these red flags as soon as possible. Sustainability isn’t a trend, it’s the future of the fashion industry, and brands that don’t take it seriously risk falling behind. Is your business ready to tackle this challenge? Partner with BCome to identify and combat all these red flags. Shall we talk?
