What on Earth #4 ??? May: Green guides, EU regulation updates, carbon offsetting, regenerative business models

May 2023 | FTC updates?Green Guides?to combat greenwashing and improve sustainability claims. Regenerative models focus on social-ecological systems, while?CMA investigates?fashion retailers for accurate sustainability communication. Armedangels?rejects?the "sustainable" label for honesty and more in this edition.

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The European Parliament has approved?draft legislation aimed at improving product labeling and durability, as well as putting a stop to misleading claims.

The proposal for a new directive on empowering consumers for the green transition aims to help consumers make environmentally friendly choices and encourage companies to offer more durable and sustainable products.

The approved mandate includes?banning general environmental claims without detailed evidence,?prohibiting claims based solely on carbon offsetting, and forbidding misleading practices such as false claims about product longevity or functionality.

The legislation also aims to promote lasting products, fight against early obsolescence, and provide clear?information on repair options?and guarantees to consumers.

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Impermea Materials, led by CEO David Zamarin, is introducing sustainable and?PFAS-free?coatings that provide liquid repellency and stain resistance in textiles - this is especially relevant now that governments are planning bans on PFAS?across the world.

Meanwhile, researchers at Cornell University have developed a?process to chemically break down clothing?and reuse polyester compounds, offering a solution to the fashion industry's waste problem by creating fire-resistant, antibacterial, and wrinkle-free textile coatings.?

The US Federal Trade Commission (FTC) is updating its?Green Guides for the Use of Environmental Claims, and the fashion and beauty industries have submitted recommendations for changes. Key requests include clear definitions for terms like "sustainable" and "natural," addressing racial equity and inclusivity in sustainability guidelines, and?enforcing stronger penalties for misleading claims to improve consumer trust and combat greenwashing.

Understanding how?regenerative business models?differ from sustainable and circular models: here's a great graphic you can share.?Quick explanation:?the?main goal of regenerative models?center on planetary healthand societal well-being, while sustainable models prioritize the triple bottom line, and?circular models emphasize material productivity.?

As the fashion industry faces increased scrutiny over vague sustainability claims, regulators are taking action to address greenwashing.?The UK's Competition and Markets Authority (CMA)?has launched investigations into major fashion retailers, emphasizing the importance of accurate and transparent communication of sustainability efforts. The CMA's Green Claims Code provides guidelines for businesses to avoid greenwashing and ensure that consumers receive reliable information about the environmental impact of products.

In a bold move, Armedangels acknowledges the inherent ecological footprint of all newly manufactured products and rejects the notion of "sustainable" products. By re-evaluating its communications, the company aims to be radically honest, avoiding misleading claims and potential greenwashing accusations. Despite the change in tonality, their mission remains unchanged, as they continue to prioritize responsible production standards for the well-being of both people and the planet.

Something to keep an eye on.

UPDATES & REGULATIONS

EU member states have backed a ban on?the destruction of unsold clothing?in an effort to reduce waste from the textile industry, which contributes significantly to the bloc's greenhouse gas emissions. The ban, which supports Brussels' environmental goals, aims to address the problem of discarded textiles, of which only a quarter are currently recycled in the EU. The proposal, part of a broader plan to promote recycling and reuse, will need to be approved by EU ministers and the European Parliament before becoming law.

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