greenwashing

Greenwashing: The system is designed to fail. It’s time to see clearly

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Our guide to spotting greenwashing — born from witnessing the system’s hijacking — now available in Italian


How can people tell what is truly sustainable — or confidently say: this is greenwashing?

Let’s take one example we’ve just shared: African organisations are accusing a major UN circularity project of unreliable data and a tainted process.
This isn’t just a failure; it’s a hijacking.

But how can we distinguish between genuine initiatives and those that are not?
The core conflict is no longer just about data — it’s about who gets to define circularity and sustainability.

Side-by-side comparison of 'This is Greenwashing' English book cover and 'Questo è Greenwashing' Italian edition book cover, showing the two versions of the guide to spotting false environmental claims.
Questo è greenwashing – This is Greenwashing

Greenwashing: A system designed to fail


When fast-fashion entities help set the rules for a UN process meant to regulate them, the outcome is predictable: a system designed to fail.
In other words, a system that protects overproduction and waste under the guise of sustainability.

This is greenwashing at the highest level — the green fog at its thickest — designed to confuse us into compliance while the real work of change is undermined.

And this is precisely why we wrote This is Greenwashing.

This eBook goes beyond spotting a fake “eco-friendly” label.
It’s a guide to understanding the systemic lies that corrupts projects like the UNEP’s. It equips you with tools to see through the green fog created by the very systems meant to protect us.

We wrote it because when regulation fails — or is hijacked — awareness becomes our strongest line of defence.

In a world where the credibility of global environmental governance hangs in the balance, we must equip ourselves with the power to see clearly, demand better, and stop being manipulated.

This is Greenwashing – Now available in Italian


🌍 Now available in Italian: Your guide to seeing through the green fog
We are proud to launch This Is Greenwashing in Italian.

This guide will help you:
✔ Decode the jargon and spot lies at a glance
✔ Understand the tactics used not just by brands, but by entire systems to appear “green”
✔ Arm yourself with practical knowledge to make informed choices

In a system designed to fail, knowledge isn’t just power — it’s resistance.

📘 🇮🇹 Get your Italian eBook here: books2read.com/u/mYJ8lP
📘 🇬🇧 Get your English eBook here: https://books2read.com/u/bpgxOX

📣 Please help spread the word by leaving a review — it makes all the difference.

“This is greenwashing’s greatest crime: distracting us with false solutions as the planet burns.”

Spot the lies. Demand better.

P.S. Share this with anyone who questions the ‘sustainable’ façade. It’s time we clear the green fog, together.

 🌿 Now available as an eBook — the print version will follow.

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African organisations accuse UNEP’s Textile Circularity Project of unreliable data and a tainted process

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African coaltion warns that proposed global guidelines, built on flawed foundations, threaten millions of livelihoods and the future of textile reuse


A coalition of African organisations, supported by experts from Europe, Asia, and America, has sent a formal letter to the UN Environment Programme (UNEP). The letter raises concerns about the reliability of the data underpinning UNEP’s projects for global textile circularity and protests against the credibility granted to entities described as “beholden” to fast fashion giants.

The open letter directly challenges UNEP’s Circularity and Trade of Used Textiles project. This project aims to create global guidelines distinguishing reusable second-hand clothing from waste. The signatories, representing the livelihoods of millions in the sorting, repair, and resale trades, argue that the entire effort is compromised from its foundation. (Fashion Magazine).

African organisations: the letter of accusation


Their core accusations are threefold:

  1. Unreliable data:
    The project relies on unverified figures, such as the frequently cited claim that 95% of textile waste is reusable. A figure that contradicts established industry knowledge and lacks transparent collection methods.
  2. A tainted process: 
    The coalition describes the consultations as rushed and exclusionary, sidelining the very experts who understand the complex realities of the trade.
  3. Corporate influence: 
    In Ghana, an NGO funded by the ultra-fast fashion industry led the research. The very entities whose overproduction is the root of the waste crisis — creating an unacceptable conflict of interest.

“What we have observed does not match the objectivity expected from a UN programme,” said Jeffren Boakye Abrokwah, President of the Ghanaian Used Clothing Dealers Association. “In Ghana, UNEP’s research partner is an NGO that already runs a waste campaign. It is funded by the fast fashion industry. This compromises the neutrality of the data.”

However, this sentiment found an international echo. Alan Wheeler, Director General of the UK’s Textile Recycling Association, stated, “UNEP’s willingness to adopt unverified conclusions contradicts its stated commitment to impartiality and undermines public trust.”

But this dispute erupts as the second-hand clothing market faces unprecedented strain. New, low-quality garments flood African markets. While in Europe, collectors are on strike and countries like Sweden are authorising the destruction of unsold clothing. Against this backdrop, the call for credible and impartial solutions has never been more urgent.

Final thoughts


In conclusion, the core conflict is no longer just about data or methodology. It is about who gets to define circularity. The African organisations’ letter exposes a disturbing reality. In essence, the industry itself may shape a UN process meant to regulate the fashion industry’s waste.

So this is not merely a failure of process; it is a hijacking of the solution. Letting fast-fashion entities set the rules, the UNEP project legitimises greenwashing and undermines the circular economy it aims to protect. In other words, the system is not simply being poorly designed. It is being designed to fail, preserving a linear model of overproduction and waste under the guise of sustainability.

The credibility of global environmental governance now hangs in the balance.

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B Corp and ultra-fast fashion: A contradiction of our time?

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What does it really mean when a disposable fashion brand earns a sustainability seal?


What happens when B Corp meets ultra-fast fashion?
When BusinessWire announces, “Princess Polly Becomes a Certified B Corporation™”, and BOF frames it as “the US-Australian Shein competitor earning socially responsible recognition,” we’re forced to ask: Is this progress — or just polished greenwashing?

BOF’s headline says it all: “Can an Ultra-Fast Fashion Brand Be ‘Sustainable’?”
Spoiler: it’s a rhetorical question. At least, we hope so.

What is a B Corp?
“A B Corp certification signifies that a company meets certain standards of social and environmental responsibility, but it doesn’t address all aspects of operations and practices.” —This is Greenwashing

B Corp certification and ultra-fast fashion: A Stamp of approval or a smokescreen?


Princess Polly’s Co-CEO, Eirin Bryett, celebrates the certification as proof of their “commitment to purpose-driven practices.”
But let’s be real: can a brand built on overproduction, hyper-consumption, and disposable trends genuinely “embed sustainability into every part of its business”?

After finishing This Is Greenwashing, we almost shelved it, thinking the market was saturated with truth-tellers. Turns out, the greenwashing playbook is still going strong.

The B Corp blind spot: Overproduction


In our book, This is Greenwashing, we called out B Corp’s limitations:

“B Corp certification evaluates various aspects of a company’s operations, including its environmental impact. However, overproduction may not be explicitly addressed, emphasising instead the use of sustainable materials, ethical labour practices, and other criteria.”

Fast fashion’s entire model relies on planned obsolescence — yet B Corp rewards brands for ticking boxes (recycled packaging! carbon offsets!) while sidestepping the root problem: overproduction. And ultra-fast fashion takes it to an even more extreme level.

B Corp and ultra-fast fashion – Final thoughts


We don’t doubt Princess Polly’s intentions. But good intentions don’t change business models.
When a brand profits from overproduction, it isn’t sustainable.
When a brand profits from convincing shoppers to buy more, faster — then slaps on a sustainability badge — it’s not progress. It’s PR.

So, what happens when B Corp meets ultra-fast fashion?
Simple: it’s greenwashing in a purpose-washed package.
Worse yet, the very notion that ultra-fast fashion could be labelled ‘sustainable’ is absurd.

In short, this is greenwashing.

P.S. Tired of being misled?
Read This is Greenwashing — awareness is power.

📘Get your e-book here, from your favourite digital store:  https://books2read.com/u/bpgxOX

Spot the lies. Demand better.

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This is Greenwashing: Seeing clearly in a world of green fog

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A guide to protecting yourself from false sustainability claims: Spot the lies, demand better


In a world of green fog, we’re surrounded by claims like “eco-friendly,” “carbon neutral,” and “sustainable.”
Sound familiar?

These buzzwords are everywhere, but how many of them are actually true?

Have you ever felt uneasy after buying a product labelled sustainable or eco? You’re not alone.
If you’ve ever felt misled by so-called green marketing, so have we. 
After years of watching brands twist language to appear greener than they are, we decided to write something clear, honest, and useful.

Seeing clearly in a world of green fog: Book cover of This is Greenwashing by Rosita and Cristina Cigliola. The design features bold, minimalist typography with green, pink, and white tones on a black background, highlighting themes of sustainability and deception. 'This is' appears in green; the words 'green', 'eco-friendly', 'conscious', and 'sustainable' are in pink but crossed out; and 'greenwashing' is in green. The subtitle and authors’ names are in white, standing out against the dark base.
This is Greenwashing: our e-book is out now!

Why this book exists


This Is Greenwashing isn’t a textbook.
It’s a guide born from frustration — and from a deep desire to empower.

“The most environmentally sustainable product is the one that never gets made.”

We’re Rosita and Cristina Cigliola, sisters with nearly 30 years in the fashion industry. We’ve seen greenwashing up close — how it misleads consumers and delays real change.

In recent years, especially after the pandemic, we’ve watched companies slap vague eco-labels on products while businesses carried on as usual. Greenwashing keeps consumers confused, compliant, and complicit in a broken system.

This e-book reveals the tactics behind the buzzwords. It helps you recognise what’s real and what’s not. You’ll learn how to decode vague claims, ask the right questions, and stop being manipulated by marketing.
Because when regulation fails, awareness becomes our strongest line of defence.

The bottom line: In a world of green fog, awareness is power


We wrote This Is Greenwashing to:

✔ Expose the tricks brands use to manipulate you
✔ Decode the jargon so you can spot lies at a glance
✔ Give you practical tools to make informed choices—no PhD required

In a world of green fog, knowledge is crucial. Awareness is power.
The more you know, the harder it is for companies to fool you.
And right now—with regulators stepping back and failing to protect us—we need that power more than ever.

📘 Get your e-book here — at your favourite digital store:  https://books2read.com/u/bpgxOX

📣 And if it helps, please leave a review — it truly means a lot.

“This is greenwashing’s greatest crime: distracting us with false solutions as the planet burns.”

Spot the lies. Demand better.

P.S. Share this with someone who’s ever asked: “But is this actually sustainable?”  🌍

🇮🇹 Versione italiana in arrivo — stay tuned!

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Italy blocks EU’s Green Claims Directive, stalling anti-greenwashing regulation

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The demise of the directive and what it means for Europe’s fight against greenwashing


The regulatory landscape is growing increasingly opaque as European policymakers retreat from anti-greenwashing regulation. Most notably, they have blocked the proposed Green Claims Directive—a central piece of legislation aimed at tackling greenwashing.

The European Commission recently announced its intention to withdraw the proposal, citing opposition from several Member States and mounting pressure from right-wing groups in the European Parliament. Italy played a decisive role in this setback by pulling its support, effectively torpedoing the final trilogue negotiations—an essential step in EU lawmaking. The move has drawn criticism from environmental organisations and consumer advocacy groups alike.

Anti-greenwashing regulation: What the directive aimed to do


At its core, the Green Claims Directive aimed to curb misleading environmental claims made by companies. The goal was to bring greater honesty and clarity to sustainability communications and product labelling across the EU. Key measures included:

  • Transparency and verifiability: Authorities would require companies to provide concrete, verifiable evidence to back up environmental claims.
  • Ban on vague language: Terms such as “eco-friendly”, “sustainable”, or “carbon neutral” would no longer be permitted unless backed by robust data.
  • Clearer labelling: Environmental labels would need to be comprehensible, standardised, and meaningful to consumers.
  • Stronger consumer protection: The directive aimed to shield consumers from unfair and deceptive marketing practices related to sustainability.

Italy’s role and the reasons behind the withdrawal


The Italian government, under Giorgia Meloni, openly opposed the directive. The stated rationale was to reduce bureaucratic burdens and additional costs for businesses—especially small and medium-sized enterprises, which account for a significant share of the EU economy.
However, critics argue this reflects a broader political alignment with efforts to dilute environmental regulations. Some even suggest that Commission President Ursula von der Leyen coordinated the decision, raising further doubts about the EU’s commitment to its own Green Deal ambitions.

The fallout: Consequences and concerns


The withdrawal of the directive has far-reaching implications:

  • Cancellation of the trilogue: The final negotiation round between EU institutions was scrapped.
  • Public backlash: Environmental groups and consumer associations expressed deep disappointment, calling it a significant regression.
  • Regulatory vacuum: Without a clear legal framework, companies may continue to engage in greenwashing with minimal accountability.

Anti-greenwashing regulation – Final thoughts


In essence, rejecting the Green Claims Directive marks a troubling pause in Europe’s push for transparent and honest environmental communication. In fact, it casts doubt on the political will to challenge deceptive sustainability claims and to protect consumers from being misled.

For a continent that once positioned itself as a global leader in green policy, the retreat of anti-greenwashing regulation sends a worrying message.

What do you think? Is this a political misstep or a deeper shift away from sustainability commitments?
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