Green Washing

Green Washing

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We know only too well: the term greenwashing refers to the notion of a brand passing itself of as greener than it really is. A very opportunistic sleight of hand whereby the marketing plays on virtue and plays with fire: the illusion is costly when it is unmasked.

To the point where certain brands are slamming on the brakes with respect to their “green” communication: it is better to stay quiet than speak too soon. There are many luxury and mid-market labels working, behind the scenes, on better traceability and cleaner production.

Brands are working overtime to make up for lost time. 78% of European opinion leaders now think that responsible products must be offered in place of conventional products and not as side-lines (source: GlobeScan Sustainability Survey, 2018).

This is the advent of what is known as “choice editing”, which consists of radically changing the range of choices left to the consumer – by ceasing to sell products that are harmful to the planet or to people, and by replacing them with responsible alternatives. Here at ELLE, our responsibility is considerable: that of making environmentally friendly choices and green commitment desirable.

We are producing two special issues each year on recycled paper with plant ink. Three years ago, we even designed an ELLE that was round like the planet… which was a huge success among our readers and hailed by the profession as a whole.

We are assuming this essential role of producing “concerning” — without being anxiety-producing — content on subjects that aim to convince without being moralistic.

Pedagogy is part of our job. As proof that this green revolution is underway, we wrote on one of our recent covers: “Fashion: buy less, buy better. How to rationalise your wardrobe.” Naturally, that is subversive for a magazine that makes a living from advertising revenue.

However, our advertisers are accompanying us on this path, and the luxury industry itself is now convinced of the necessity of addressing its customers as responsible citizens.

 

Katell Pouliquen, editor in chief Magazine ELLE and author of Rétro-Cool or how vintage can save fashion with Nathalie Dolivo

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