The New Rules of Sustainability Marketing

Last year, when the Sustainable Apparel Coalition (SAC) pushed its 250-plus member brands to publish ratings of their products’ sustainability performance by 2025, the trade body framed it as a major stride towards more credible and trusted communication on the eco-credentials of garments, a complex and increasingly fraught topic.

Instead, the programme has become the target of a greenwashing crackdown that’s thrown the industry’s…