For those of you who didn’t know, fashion is the second most polluting industry directly after energy production. Therefore, Greenpeace launched it’s “Detox My Fashion” campaign in 2011 and asked for commitments from fashion brands to detoxify their brand by 2020. Main brands that signed with Greenpeace were companys such as Nike, Victoria’s Secret, Adidas, H&M and Zara. Overall 75 brands signed this commitment with Greenpeace.
Greenpeace recently checked in with these brands to see how they were going with reaching the 2020 deadline. Unfortunately most brands are falling behind the mark and are looking as though they won’t reach the deadline. They found that while some brands such as Zara and H&M were well on track with this, through the change of hazardous chemicals to safer alternatives and following distinctive plans, other brands have done almost nothing and have made no changes to their company. Brands such as Nike and Victoria’s Secret are the ones letting down not only Greenpeace and their commitment to helping the environment, but also their brand.
A question that’s being pondered is whether brands such as Nike and Victoria’s Secret signed the Greenpeace agreement to make their brand look better by being able to state they are part of the Greenpeace plan. While this could have brought good advertising to the companies in the last five years, it could be something that ends up really letting them down in the long run if they don’t meet the deadline and complete the agreement they made with Greenpeace.
Nike is the top brand that hasn’t done one single thing towards this plan. Will consumers care that brands such as Nike aren’t following through with the commitment they made with Greenpeace? Will people decide to ditch Nike and go with a brand that has made changes that are more environmentally friendly? These are important questions we all need to consider as the world we live in ultimately should be the most important thing and if Nike and other brands aren’t committing to the promises they made then they shouldn’t get all the sales from the use of the Greenpeace name.