The stakes are high, but experts' hopes are higher:
"We believe that companies should invest in research and intelligent data to gather robust, verified evidence to substantiate and credibly support sustainability claims that could be shared transparently with stakeholders," Devillard says. "This could be, by the way, at the level of the full industry: There's no point for Brand A, Brand D and Brand Z to invent this." Sometimes, greenwashing can result from a lack of communication internally within a brand.
Companies could benefit from sharing their resources and vetted suppliers with their so-called "competitors" — it would create collaboration to co-create a healthier landscape. In her experience connecting executive leadership through Fashinnovation, Guimarães says industry members are often excited to connect, share and learn together. They just lack the infrastructure to do so.
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