Greenwashing: Three rules to get your sustainability message right

Recyling sustainability graphic

As UK fashion retailers including Asos, Boohoo and George at Asda are investigated for potential greenwashing, Lena Roland, head of content at marketing specialist WARC Strategy, explains how businesses can avoid misleading customers with their sustainability messaging

Today’s consumers are becoming increasingly aware of greenwashing. A survey by Mindshare, a global media agency, found 49% of people in the UK think brands are guilty of it.

Subscription content

Please sign in now if you have a subscription or are already registered with us.

Retail Week

Register for free to continue reading provides premium, in-depth intelligence that helps retailers judge risks, spot opportunities and identify what they need to do to win in the digital economy.

Register today for a taste of our high-quality intelligence and enjoy:

  • Two free article views per calendar month on
  • Detailed analysis of current trends and events 
  • Exclusive newsletters
  • In-depth reports, videos, interviews and much more

Discover Retail Week register now

Please note, if you have recently purchased a subscription, it may take a few minutes before your account is updated.