Source Illustrated: Authenticity vs greenwashing

What does it really mean to speak honestly about sustainability - without falling into the trap of greenwashing?

Authenticity is more than just a buzzword

Sustainability messaging is everywhere - but much of it lacks clarity. For brands, the risk isn’t just reputational. It’s legal.

Mike Coates highlighted how vague or misleading language (think: “eco-friendly,” “green,” “planet-safe”) can cross the line into non-compliance under the Green Claims Code. His message? You don’t need to say everything - but what you do say must be clear, specific, and evidence-based.

Brands like Finisterre or BAM Clothing model this well: they define their claims, show third-party proof, and invite scrutiny. It’s not just about being seen as sustainable - it’s about communicating in a way that holds up under regulation.

Avoiding greenwashing: CMA's advice for brands

The infographic above distills a central theme of the session: greenwashing often starts with good intentions and ends with bad communication.

Mike shared practical advice:

• Be specific: don’t just say “made sustainably” - explain how

• Avoid cherry-picking: if one part of your product is eco-friendly, don’t suggest the whole thing is

• Back up your claims: use data, certification, or lifecycle assessments

• Consider the full impression: imagery, colours, and tone all influence how your message is received

This isn’t about perfection - it’s about honest, traceable progress.

Confidence comes from clarity

Many brands hesitate to say anything at all, fearing scrutiny. But silence isn’t safer - it’s a missed opportunity.

The CMA encourages brands to speak up - when they can do so accurately. Having internal checks, aligning teams on messaging, and ensuring marketing reflects actual practice are all key steps.

Brands like Aligne and Stella McCartney have shown how transparency, even when imperfect, builds trust. Saying “We’re working on this” can be more powerful than an over-polished green claim.

Take people on the journey - but keep it honest

As shown in the illustration, the journey matters. But brands need to clearly map it out.

The Green Claims Code isn’t a barrier to storytelling - it’s a framework to tell that story responsibly. Brands are encouraged to talk about what they’ve done, what they’re doing now, and what comes next - as long as the language is authentic, accurate, and accessible.

What's next? Source Debates, 8-10 July 2025

The discussion doesn’t end here. We’re bringing Source Debates back to Source Fashion, July 2025, with more unfiltered conversations, bold ideas, and uncomfortable truths.

These debates are meant to challenge assumptions and forge a new path forward - one that is data-driven, ethically grounded, and creatively courageous. Join us in July to be a part of the next discussion: Source Fashion July 2025