What does sustainable action mean for a fashion company?
Is it sustainable to invest in education, build hospitals or get involved in World Food programs?
Yes, it is.
But the examples mentioned are measures in the area of corporate social responsibility (CSR).
A “genuine” sustainability strategy always involves the company reducing the negative impact of its core business on society and the environment.
And hospitals, education and nutrition are not part of the core competence of textile companies.
It is about analyzing the industry- and company-specific value chains and addressing the greatest negative impacts that contradict social expectations and thus the Sustainable Development Goals (SDGs).
Genuine sustainability is based on this materiality analysis.
Measures that … provide selective information / cannot be corroborated with facts or by third parties / are generic, vague, irrelevant or simply wrong / or proclaim the better of two evils as an advantage are greenwashing activities.
Because they only pretend to be. [print_link]
