Beyond The Label: Exposing Greenwashing In Fashion With Kelly Drennan

As conscious consumerism continues to rise, so too does the murky world of greenwashing—a practice that leaves shoppers questioning what’s truly sustainable. In a bold new move, Fashion Takes Action (FTA) has released a powerful report revealing how misleading marketing is eroding trust in the fashion industry. We sat down with FTA’s Founding Executive Director, Kelly Drennan, to unpack the findings, understand why Canadians feel duped, and explore how we can all become more informed—and empowered—when it comes to choosing sustainable style. —Noa Nichol

Your new report highlights a significant trust gap between consumers and fashion brands. What do you think are the most damaging consequences of this growing greenwashing crisis?

The most damaging consequence is that it undermines real progress. When brands exaggerate or fabricate their sustainability claims, it erodes consumer trust not just in those brands — but in sustainability messaging across the entire industry. It creates confusion, fuels cynicism, and makes it harder for the brands doing the real work to stand out. Ultimately, greenwashing slows down both consumer action and systemic change — which we simply don’t have time for in the face of the climate crisis.

Many Canadians want to shop sustainably but feel overwhelmed or misled. What practical steps can consumers take right now to better navigate sustainability claims?

We always say — sustainability isn’t something you can buy your way into. The most sustainable garment is the one already in your closet. But when shopping for something new is necessary, look beyond the buzzwords. Search for specific, verifiable claims —certifications, clear supply chain information, or measurable targets. And ask questions! Transparency should never be hard to find if a brand is truly committed.

According to your research, only 1 in 5 consumers feel confident identifying truly sustainable fashion. Why do you think the industry has failed to provide clarity—and who should be held accountable?

Fashion has operated for a long time in a marketing-first environment — and sustainability has unfortunately been treated as just another trend to capitalize on. Brands are responsible for the claims they make, but regulators also have a role to play. Without clear guardrails, it’s far too easy for misleading or vague language to dominate. We believe accountability needs to extend to brands, marketing agencies, and policymakers alike.

Nature imagery is one of the most commonly used greenwashing tactics. Why is it so effective, and how can consumers learn to see past it?

Nature imagery taps into emotional triggers — it feels calming, beautiful, and trustworthy. But pictures of leaves, panda bears or mountains don’t tell us anything about a product’s real environmental impact. Citizens can start to see past it by questioning what’s real and what’s just marketing fluff: What is the brand actually saying beyond the visuals? Are there facts, proof points, or data to back it up?

The report calls for stricter regulation. What specific policy changes or legal frameworks would you like to see implemented in Canada to combat greenwashing?

We’d like to see Canada follow the lead of other jurisdictions like the UK and EU by introducing clear guidance and enforcement around environmental claims in fashion. That includes:

• Mandatory substantiation of claims
• Banning vague or unprovable language
• Transparency requirements for sustainability marketing
• Penalties for non-compliance
• And better citizen/consumer protection resources

Canada’s Competition Bureau has begun this work — but fashion-specific guidance is urgently needed.

How can brands that are genuinely committed to sustainability differentiate themselves in an industry increasingly saturated with vague or misleading eco-claims?

Honesty and transparency are the biggest differentiators today. Brands that are upfront about their challenges — not just their successes — will stand out. Being specific, providing evidence, having third-party certifications, and long-term commitments show citizens that sustainability isn’t just a marketing strategy, it’s part of the business model.

What role do advertising and PR agencies play in perpetuating greenwashing—and do you believe they should be held to higher ethical standards when working with fashion brands?

Absolutely. Agencies are often the bridge between brands and the public — and they have enormous influence over the language and imagery that gets used. Agencies that help craft misleading claims are complicit in greenwashing. We’d like to see higher industry standards and ethics codes that put truth and transparency first — especially when it comes to environmental messaging.

Fashion Takes Action has been advocating for a more sustainable industry for nearly two decades. How has your view of consumer responsibility versus brand accountability evolved over that time?

The narrative used to place a lot of responsibility on individual citizens/consumers — but it’s clear now that systemic change has to lead the way. As individuals, we do have power, especially collectively, but brands and policymakers control how things are made, marketed and regulated. We believe that real solutions require both — empowered citizens/consumers and accountable systems. We need to buy less and buy better — while brands should design products that last, and governments enforce rules that prevent greenwashing.

Your report also touches on the path toward a circular fashion economy. How does greenwashing slow down that transition, and what needs to change for true circularity to take root?

Greenwashing creates a false sense of progress. If brands claim to be circular without fundamentally changing their business model, it delays the structural shifts we actually need — like reducing overproduction, designing for durability, repairability and recyclability, and investing in reuse or recycling infrastructure. True circularity is hard work — it requires slowing down production, rethinking profit models, and building entirely new systems to keep products in use for longer. We also see this play out in how terms like “recycling” are casually thrown around in marketing. A lot of so-called recycled clothing — especially when it comes to polyester — is actually made from recycled plastic bottles, not old garments. That’s not textile-to-textile recycling, and it doesn’t address fashion’s waste problem. In other cases, some businesses, municipalities and charity collectors use the term “recycling” when they really mean resale or reuse, which can mislead citizens into thinking there’s a robust recycling system for clothing when in reality, that infrastructure barely exists at scale.

Looking forward, what gives you hope in this moment—whether it’s shifting consumer awareness, policy progress, or changes within the fashion industry itself?

What gives us hope is that greenwashing is finally being called out — publicly, loudly, and globally. CItizens are asking harder questions. Regulators are paying attention. And brands are waking up to the fact that sustainability isn’t just a marketing claim — it has to be embedded in their values and business practices. We’re seeing real momentum toward transparency and accountability, and that’s the ground change we’ve been working toward for years.