Greenwashing’s new distant cousin

by Clara Nack

“Act Responsibly Even when You Don’t.” Next to this ambiguous slogan, two young models in jeans are lolling about, promoting Diesel’s Green Label, the brands’ sustainable line. And this is what follows: “Go crazy and at the same time treat the planet with our responsible pieces from the Fall Winter 2020 collection”. Sustainability and shopping the new arrivals of each and every season – how “consciously” and “responsibly” sourced they may be – does that match? On another rather urgent note: I still needed Christmas presents when I read this.

Screenshot Diesel Jeans

Googling “sustainable gifts” will return all sorts of attractive results that labels have not only given the Christmas coat of paint, but also a supposedly green one. And in 2020, sustainability as an incentive to buy has had other suits made to measure. There is the #supportyourlocals hashtag, with which online retailers such as Amazon and Zalando are luring me to buy, buy, buy and feel good about it. It’s Christmas after all and everyone should share a piece of the cake. Continue reading Greenwashing’s new distant cousin