Sustainability is a word encapsulating a number of complex processes and ways of thinking, and is not only limited to durability and ethically-sourced. Hubbub also concludes that вЂњnobody currently has a clue about what constitutes a вЂsustainable materialвЂ™.вЂќ So what does green and sustainable fashion actually mean, and are sellers covering all significations of the words? In an earlier 2017 report by Pulse of the Fashion, market-driven sustainability was found to have great limitations in terms of actually being beneficial to the environment, as brands still need to sell more in order to generate a profit, and initiatives to address environmental and social issues in sales campaigns were only contributing to the buy-waste-buy cycle. Greenwashing, marketing campaigns that use the environment for financial profit only, promote buy-waste-buy by appealing to this generationвЂ™s environmentally-conscious consumers, and do so without the planet in mind. With the upper-hand, companies are now appealing to the public by using everybodyвЂ™s favourite вЂeco-wordsвЂ™, such as sustainability, to incite consumers to buy their products.

Anything that is googled or trending can be picked up by SEO marketeers, which is not exactly a secret seeing as almost every ad on Facebook and Instagram is now вЂhighly personalised and tailored to fit your needs (?) and preferencesвЂ™.ДЄn article posted two days ago by Ethical Corp mentions that research done by Hubbub, a sustainability communications charity, has shown that two thirds of surveyed people donвЂ™t actually enjoy taking part in Black Friday, with half feeling uncomfortable about the event. MediaNews Group/Getty Images GreenwashingДЄ noticeable trend in modern (Black Friday) marketing strategies is the use of keywords such as вЂgreenвЂ™, вЂcompostableвЂ™, вЂbiodegradableвЂ™, and вЂsustainableвЂ™ as a selling point, especially in the fashion industry.

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