Unpacking the bubble of eco-friendly marketing
Sustainability as we know it today, is a bubble, an old-school marketing operation better defined by the name greenwashing.
The same marketers made us believe in the existence of 100% organic food products. The world is an open-air landfill, but we believe it is unspoiled. Or at least we can isolate lands, preventing any contamination. Trust in it!
If sustainability is about reducing waste, why do brands keep overproducing? If it’s about ethical labor, why do supply chains remain opaque? And if it’s about real change, why does the industry still run on overconsumption?
It’s as though we suddenly all woke up in a sustainable world, with green labels flourishing everywhere. But some questions are jumping into our heads.
Is the use of a few eco-friendly materials enough to define a brand sustainable?
Can fast-fashion brands call themselves sustainable?
And all the luxury brands that continue to produce enormous quantities of products?
Can they be sustainable? Really?
Sustainability isn’t a sticker or a marketing tagline—it’s a fundamental shift in mindset. Yet, the more brands claim to be sustainable, the more the industry stays the same.
And so, sustainability or greenwashing? Contradictions are strong.
We need a radical change, not fake messages.