{"id":27412,"date":"2023-12-14T17:27:20","date_gmt":"2023-12-14T15:27:20","guid":{"rendered":"https:\/\/greenstyle-muc.com\/interview-knowledge-is-key-greenwashing\/"},"modified":"2024-01-04T12:59:24","modified_gmt":"2024-01-04T10:59:24","slug":"interview-knowledge-is-key-greenwashing","status":"publish","type":"post","link":"https:\/\/greenstyle-muc.com\/en\/interview-knowledge-is-key-greenwashing\/","title":{"rendered":"Interview \/\/ Knowledge is key: Greenwashing"},"content":{"rendered":"<h2><span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Tips &amp; tricks to avoid falling into the greenwashing trap.<\/span><\/span><\/span><\/h2>\n<p><span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">It&#8217;s nice to see and incredibly important that the topic of sustainability has gained a certain relevance.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Unfortunately, this has led to more and more companies using sustainability as a marketing strategy and giving their products a green image with so-called green claims.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">This did not go unnoticed.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Here we are talking about greenwashing.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Consumers must be given the right tools to be able to distinguish flimsy marketing strategies from serious sustainability.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">So that we don&#8217;t &#8211; or at least not so easily &#8211; fall for greenwashing, I spoke to two experts: Inga Bleyer and Carolin Franitza from <a href=\"https:\/\/www.oeko-tex.com\/\" target=\"_blank\" rel=\"noopener\">OEKO-TEX\u00ae<\/a>.<\/span><\/span><\/span><\/p>\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/wvo-SUXmdxM?si=RBvTxI75lU19Zsbz?rel=0\" width=\"800\" height=\"603\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><span style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" data-mce-type=\"bookmark\" class=\"mce_SELRES_start\">\ufeff<\/span><\/iframe><\/p>\n<p><strong>Mirjam Smend: <span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Most of us have certainly come into contact with the name OEKO-TEX\u00ae.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">But to create an appropriate basis: Can you give us a brief overview and insight into the organization?<\/span><\/span><\/span><span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Where do you come from, what do you do and where do you want to go with OEKO-TEX\u00ae?<\/span><\/span><\/span><span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\"><br \/>\n<\/span><\/span><\/span>Inga Bleyer:<\/strong> <span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">OEKO-TEX\u00ae has been around for over 30 years.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">OEKO-TEX\u00ae started with the mission to ban harmful chemicals from textiles.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">This mission remains anchored in our core values.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">The best known is our Standard 100, which was developed 30 years ago and is called that because it tested for 100 chemicals.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Today we test for a list of more than 1000 chemicals in Standard 100.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Every year, new scientific findings emerge about which chemicals can cause newly researched health damage.<\/span><\/span><\/span><\/p>\n<blockquote><p><span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Today we test for a list of more than 1000 chemicals in Standard 100.<\/span><\/span><\/span><\/p><\/blockquote>\n<p><strong>Mirjam Smend: <span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">We&#8217;re talking about 1000 chemicals that come into contact with textiles?<\/span><\/span><\/span><br \/>\n<\/strong><strong>Inga Bleyer:<\/strong> <span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Many, many more chemicals are used in textile production.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Some of them do not cause any harm to health.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Others may cause reactions such as a skin rash.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">These chemicals are either banned or are being tested against limits.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">This is our core business.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">But we have evolved over the 30 years.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">In addition to pollutant testing, there are now a total of seven standards and certifications that we offer.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">We are globally positioned.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">We consist of 17 test institutes in 70 countries.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">It is very important that all standards test the same &#8211; in India as well as in Germany.<\/span><\/span><\/span><\/p>\n<p><strong>Mirjam Smend: <\/strong><strong><span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">We have now delved deep into the organization so quickly.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">What is your job at OEKO-TEX\u00ae?<\/span><\/span><\/span><br \/>\n<\/strong><strong>Inga Bleyer: <\/strong><span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">I have been working in marketing and communications for four years.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">An important topic for me, as well as for OEKO-TEX\u00ae, is consumer education.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">We believe that only informed consumers can make the right purchasing decisions.<\/span><\/span><\/span><br \/>\n<strong>Carolin Franitza:\u00a0<\/strong><span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">I am responsible for our stakeholder management.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Our stakeholders are NGOs, other certification organizations, political organizations, all the organizations that also deal with the issue of sustainability in the textile and leather industry.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">I give specialist lectures at conferences and am in working groups on topics such as biodiversity and living wages in order to further advance the textile industry.<\/span><\/span><\/span><\/p>\n<blockquote><p><span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">We believe that only informed consumers can make the right purchasing decisions.<\/span><\/span><\/span><\/p><\/blockquote>\n<p><strong>Mirjam Smend: <span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">When it comes to sustainability, consumers will have to learn to differentiate between what is truly sustainable and what is just a campaign.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">How do you define \u201csustainable\u201d?<\/span><\/span><\/span><br \/>\n<\/strong><strong>Inga Bleyer:<\/strong> <span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">It is a very challenging problem that the term &#8216;sustainability&#8217; is not defined.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">There is no standard for sustainability.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">One approach is the three-pillar model.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">This is about social, ecological and economic sustainability.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">In theory, these three elements are equal and are implemented simultaneously.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">However, we at OEKO-TEX\u00ae clearly see sustainability as a process.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">A process in which we as a standard organization, together with our partners, producers, brands and also clearly involve consumers.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Sustainability consists of many small steps that follow each other.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">I believe that every step is an important commitment.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">And every step is a right and important step towards sustainability.<\/span><\/span><\/span><\/p>\n<blockquote><p><span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Sustainability is a process.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Every step is a right and important step towards sustainability.<\/span><\/span><\/span><\/p><\/blockquote>\n<p><strong>Mirjam Smend: <\/strong><strong><span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">I would like to talk about Made in Green.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">What does it mean for me as a consumer when I buy a product with the &#8216;Made in Green&#8217; label?<br \/>\n<\/span><\/span><\/span><\/strong><strong>Carolin Franitza:<\/strong> <span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">With Made in Green, we offer a traceable product label for all types of textiles and leather products that were produced in environmentally responsible and socially acceptable working conditions.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Environmentally conscious means, for example, the safe use of chemicals or the reduction of greenhouse gas emissions or the use of renewable energies.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Socially acceptable means that there is good protective equipment for the workers, that wages are adjusted, and that there are good working hours.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">The label also stands for product and consumer safety.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">So there is certainty that a product was made from materials that have been tested for harmful substances.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Here it is checked whether carcinogenic dyes and pesticides used in cotton cultivation can be detected in the product.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">The fourth component is the issue of transparency and traceability.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">A very important keyword when it comes to sustainability.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Here we provide information about where the product was manufactured, who produced it.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">You can see this clearly on a map on our website showing where the individual production sites for a product are located.<\/span><\/span><\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-27256\" src=\"https:\/\/greenstyle-muc.com\/wp-content\/uploads\/2023\/12\/IMG_8926-2-1.jpg\" alt=\"Greenwashing\" width=\"1400\" height=\"922\" srcset=\"https:\/\/greenstyle-muc.com\/wp-content\/uploads\/2023\/12\/IMG_8926-2-1.jpg 1400w, https:\/\/greenstyle-muc.com\/wp-content\/uploads\/2023\/12\/IMG_8926-2-1-300x198.jpg 300w, https:\/\/greenstyle-muc.com\/wp-content\/uploads\/2023\/12\/IMG_8926-2-1-1024x674.jpg 1024w, https:\/\/greenstyle-muc.com\/wp-content\/uploads\/2023\/12\/IMG_8926-2-1-768x506.jpg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/p>\n<p><strong>Mirjam Smend: <span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Speaking of transparency.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Why is it so important?<\/span><\/span><\/span><br \/>\n<\/strong><strong>Carolin Franitza:<\/strong> <span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Transparency is not so easy to create because the supply chain in the textile industry is very complex.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Brands often don\u2019t even know which supplier their products come from.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">You may still know the direct supplier.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">But which cotton farm the material comes from \u2013 that\u2019s where things get difficult.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">And that&#8217;s where sustainability is headed.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">It&#8217;s about having more information.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">That you know under what working conditions and at what wages the product is manufactured.<\/span><\/span><\/span><\/p>\n<blockquote><p><span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Brands often don\u2019t even know which supplier their products come from.<\/span><\/span><\/span><\/p><\/blockquote>\n<p><strong>Mirjam Smend: <\/strong><strong><span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">I mentioned it at the beginning: There is an EU directive on the subject of green claims.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">What do you mean by green claims?<\/span><\/span><\/span><br \/>\n<\/strong><strong>Carolin Franitza:<\/strong> <span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Green claims refer to environmentally-related statements made by companies about their products or services.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Companies use this to show how their products and services affect the climate and also advertise this.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">You often read plastic-free, CO2-neutral, climate-neutral.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">The topic is often associated with greenwashing due to non-transparent or false statements.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">There will soon be an EU directive on the subject &#8211; the EU&#8217;s Green Claims Directive, which is intended to create transparency and counteract precisely this topic of greenwashing.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">The consumer should be assured that the product that is described as more environmentally friendly actually is.<\/span><\/span><\/span><\/p>\n<p><strong>Mirjam Smend: <span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">What exactly does the term &#8216;guideline&#8217; mean in this context?<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Don&#8217;t you have to stick to it?<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">It&#8217;s not a law.<\/span><\/span><\/span><br \/>\n<\/strong><strong>Carolin Franitz:<\/strong> <span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">This directive is still in development, but there is a strong tendency towards being put into practice.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">It must be verified that these requirements are met.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">There must be sanctions.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">A certification organization is also very helpful here to check whether the sustainability requirements are met.<\/span><\/span><\/span><\/p>\n<p><strong>Mirjam: <\/strong><strong><span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Can legislation be used to develop an anti-greenwashing framework?<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Ideally, prevent greenwashing?<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Or what does it take?<\/span><\/span><\/span><br \/>\n<\/strong><strong>Carolin Franitza:<\/strong> <span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Laws and guidelines are very important to counteract greenwashing.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">But in the end they don&#8217;t solve the problem.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Building an anti-greenwashing framework requires multiple components, multiple measures.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">On the one hand, the right legislation and sanctions against companies that do not comply with the legislation.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">But actors are also needed to check that these requirements are being met.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Certifications can play a very important role here in distinguishing environmentally friendly products from less environmentally friendly products.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">The topic of verification is the crucial thing here.<\/span><\/span><\/span><\/p>\n<blockquote><p><span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Certifications can play a very important role here in distinguishing environmentally friendly products from less environmentally friendly products.<\/span><\/span><\/span><\/p><\/blockquote>\n<p><strong>Mirjam Smend: <\/strong><strong><span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">How do you support brands?<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">What do the first steps and possible solutions towards sustainability look like?<br \/>\n<\/span><\/span><\/span><\/strong><strong>Inga Bleyer:<\/strong> <span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">We know that certifications are a huge challenge, especially for small and medium-sized companies (SMEs).<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">In addition to the financial aspect, it also required manpower and the knowledge that must be available in complex processes on very specific topics.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">That&#8217;s why the topic of certification is not easy for SMEs.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">A number of projects have been launched to make access easier.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">OEKO-TEX\u00ae built the modular system for Standard 100 30 years ago.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">This means that products are only Standard 100 certified if every single component of the product has been tested and verified.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">In other words: Not just the main material, but every button, every label, every lining, every yarn.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Only then can the standard 100 seal be on the final product.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Companies can purchase pre-certified yarn and fabrics and thus save costs and effort.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">This is cheaper and less complicated than having an entire product tested and certified.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">That&#8217;s why the modular system is a good start for SMEs, so that they can then potentially get themselves certified in a later step.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">The certification can be built up step by step.<\/span><\/span><\/span><\/p>\n<p><strong>Mirjam Smend: <\/strong><strong><span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Each of us has certainly fallen for greenwashing.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">What do you recommend to consumers?<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">A few anti-greenwashing tips to go&#8230;<\/span><\/span><\/span><br \/>\n<\/strong><strong>Carolin Franitza:\u00a0<\/strong><span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">My first tip would be to be skeptical about statements.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">100 percent sustainable, completely sustainable &#8211; if the statements are too general or sound unrealistic, I would be careful.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">And there are seals and certifications that are intended to help recognize more sustainable products.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Of course, there is abuse here too.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Not every seal is a valid seal.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">OEKO-TEX\u00ae, for example, has a tool on the website where you can use the product ID found on the seal to check whether it is really a valid seal.<\/span><\/span><\/span><\/p>\n<p><strong>Mirjam Smend: <\/strong><strong><span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">However, there are 230 sustainability seals in the EU with very different levels of transparency.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">How do I orient myself as a consumer?<\/span><\/span><\/span><br \/>\n<\/strong><strong>Inga Bleyer:<\/strong> <span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Sustainability is so complex.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">But you can listen to yourself and see what is important to you.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Are they natural materials?<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">There are seals here.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">If I pay attention to social justice, then I first look for social seals such as Fair Wear or Fairtrade.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Everyone has to decide for themselves what is important to them personally and then see what is best for them.<\/span><\/span><\/span><\/p>\n<p><span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">It is important that people do not lose the fun of fashion despite laws and regulations.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">We take care of the laws and regulations &#8211; then consumers can enjoy fashion with a clear conscience.<\/span><\/span><\/span><\/p>\n<p><a href=\"https:\/\/greenstyle-muc.com\/en\/brands\/\"><span class=\"HwtZe\" lang=\"en\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">There are over 150 great fashion brands in our brand directory<\/span><\/span><\/span> &gt;&gt;&gt;<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As part of our Lounge Talks, Mirjam Smend spoke to two anti-greenwashing experts in December 2023. Inga Bleyer and Carolin Franitza work in marketing and as stakeholder managers at the seal organization OEKO-TEX\u00ae. You know about supply chains, the importance of transparency and have spoken to GREENSTYLE about possible solutions for consumers and brands.<\/p>\n","protected":false},"author":3,"featured_media":27253,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[467],"tags":[384,354],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Interview \/\/ Knowledge is key: Greenwashing - GREENSTYLE<\/title>\n<meta name=\"description\" content=\"As part of our Lounge Talks, Mirjam Smend spoke to two anti-greenwashing experts from OEKO-TEX in December 2023.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/greenstyle-muc.com\/en\/interview-knowledge-is-key-greenwashing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Interview \/\/ Knowledge is key: Greenwashing - 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