Instituto Tecnológico y de Estudios

Superiores de Monterrey

Campus Monterrey.

Evidence 1

Analysis of greenwashing, false action, slacktivism under the analysis of

discourse and exercising power ONE

Student:

Jocelyn Grisel García González

A01368290

Ethics, sustainability and social responsibility

(Gpo 606)

Profesor:

Dra. Ingrid Hernández

AGOSTO – DICIEMBRE 2022.

INTRODUCTION

Today we have seen through social networks several environmental campaigns whose
purpose is to encourage people about problems that occur within the planet and which
are damages caused by humans. But man still does not accept his actions because he
only thinks of himself being selfish in his needs that are usually unnecessary and
benefiting at all costs of whatever without caring about going over the heads of others,
and this generates a huge concern because of the indiscriminate way in which the
environment is being destroyed, such as the destruction of forests, the extinction of
certain species of flora and fauna and the extinction of certain species of flora and
fauna, extinction of certain species of flora and fauna, contamination of water, rivers,
seas as well as the pollution generated by certain factories, however these
consequences also harm the time of human life which we no longer have so assured if
action is not taken quickly.

And within any advertising media have been seen advertising campaigns of
well-known brands that tend to take advantage through misleading marketing or
"Greenwashing". So the objective of this report is to expose a campaign that is taking
advantage of the environmental situation, and that is working only in promoting, so it
was given the task of researching environmental projects deeply. Finally a campaign
with a totally dishonest green marketing strategy called "H&M" was chosen, the parts
that will be evaluated are its objectives, proposals, arguments, actions among other
aspects that will be described below.

DEVELOPMENT

The company named "H&M" is a multinational chain that sells clothing, within its
website has a sustainability section, shown in Figure 1. There are its commitments as
campaigns with the environment where it specifies that the materials are fully recycled
but this is not as real as it is exposed and the reason is one for its various
environmental campaigns that have had a great negative impact such as "Bring It" and
the current "let's close the loop".

The objective of the action proposed in the campaign is to create and close a circuit
for textiles, which means that unused or unwanted garments should be given
significant importance. This with the help of reusing and recycling them in order to
create new textile fibers to generate new products as well as to save resources and put
an end to the waste of clothes that end up in the garbage.
 |
Figure 1. Page of H&M, section of sustainability

Those involved with this campaign are the same foundation "H&M", Hong Kong
Research Institute of Textiles and Apparel or acronym (HKRITA) and Christall
Moselle, which are aimed at an exclusive audience which are their customers and to
reach them they use different means for dissemination are social networks where there
are a series of videos related to the subject.

The reason why it is considered greenwashing is because in a report made by

"Changing Markets Foundation" revealed in 2021 the veracity of the claims where
96% of them do not hold up and were only to deceive to generate purchases. On the
other hand, some of its old campaigns have been seen in controversies reaching
different media such as Quartz "Quartz investigation: H&M showed false
environmental scores for its clothes". Which exposes that the company uploaded on its
website some pictures which contained information about their garments explaining
that they were friendly to the planet but were false, the evidence is shown below.
 Figure 3. Statistics of the clothes

Speaking of the SDGs (Sustainable Development Goals) they are also seriously
involved and include the goals:

Objective 6 "Clean Water and Sanitation": The fashion sector has a great impact
on this resource, as the industry is the second largest water demander and generates
20% of wastewater.
Objective 12 "Responsible Production and Consumption": Fast-fashion leads to
mass production of clothing and irresponsible consumption.
Goal 12 "Climate Action": 8% of greenhouse gas emissions from this sector are
increasing.
Another aspect analyzed are the types of contexts and intentions that were identified
within the campaign, which were found on its own page in which it exposes about its
collection program as follows "Our clothing collection program is the largest in the
world. It was launched globally in 2013."- H&M
On the other hand, it also explains, gives
ideas and tips on how to make clothes last
longer as well as integrates its program for
collecting garments in boxes or even renting
them.
Within the videos she also argues the
problem as a great need to help and willing
to put an end to the situation.
He even talks about the cotton they use,
which is said to be natural, renewable,
biodegradable as well as taking into account
that cultivation involves high water
consumption and chemicals that damage the
soil.
Moving on to the next point we will
evaluate the action proposed by "let's close the loop" in this case it is significant
because it addresses an underlying problem such as garment waste but it should be
clarified that it can be taken as false nor can be trusted in what it describes due to the
large amount of greenwashing in which it has been seen in turn. All these aspects
affect and limit its scope, because there are several media that investigate and inform
people about what tend to use this problem as a benefit, any breach or violation of the
environment or people. Likewise, the loss of customers and reputation as the disbelief
of your campaign "let's close the loop" is also damaged.

Another point to take into account is the activism as well as the reaction it has within
the Internet community. In the research some articles were found where it can be
analyzed that the campaign contradicts in favor of reducing the problem, this can be
read in an interview of "Business Insider" which states that the CEO of the fashion
brand called Karl-Johan Persson explains that "he fears the activism of climate
change and sustainability, the reason is because it would cause users to stop buying
and consuming this generates social consequences such as decreased sales."

However, if measures have been taken beyond giving a "like" or "dislike", since
different media have been responsible for denying or informing people more about
this company. In a recent news which had already been mentioned, statements against
the campaign are shown, detailing a lawsuit by the New York court due to its
misleading advertising, falsification of information on sustainability, such as
greenwashing. Since they found data that did not match and above all that they are not
really responsible with the environment, they have sought monetary compensation for
the damage generated.

The last evaluation are the elements that have been left out and it is suggested to
include is the veracity of what they expose to the user, it is really necessary that it is
not double standards but to show their great concern for the problem if it is so and not
to resort to marketing for the purpose of selling more. It is worth mentioning that it
has many campaigns as extremely creative proposals such as renting clothes or
collecting garments to give them a second chance. But to have an effective action will
be explained briefly in the proposal for improvement.

PROPOSAL FOR IMPROVEMENT OF THE CAMPAIGN

As we know the problem of Fast Fashion, which is understood as a trend and massive
innovation of garments which are produced at a low quality having a low durability
and also tends to make the consumer buy in short periods of time.
As we have just explained in the development, different aspects of the campaign were
evaluated and some problems were found that could be improved.
And what is suggested to be carried out in order to address the real problem is first of
all to understand the environmental issue as it entails necessary changes that need to
be considered.
there are many aspects that need to be resolved. The second part is to analyze, clarify
and describe very detailed proposals to combat the problem. Thirdly, clean up the
image of previous accusations such as avoiding the use of greenwashing or
slacktivism. Fourth improvement, take action, that is, to carry out the campaign with
real evidence and where the user is part of it to regain confidence and generate a good
impact on society but above all on the environment.
So the actors to be involved, mainly the company as CEO Karl-Johan Persson,
responsible for creating the campaigns and the people in charge of social networks of
the brand whose social responsibility is to encourage users to cooperate with the
campaign but also as the first to make the change starting with the garments.

Citizens are the users who consume this brand, they are the second actor since when
they buy they are also part of the problem, so involving them will make them aware
of their irresponsible consumption. The third actor is the media, as seen in the
report as an elemental part, exposing and analyzing the truthfulness. Above all, it
denounces senseless acts and actions. And the authorities, in charge of imposing
sanctions when they are affected or when a law is violated, are considered a fourth
actor.
To achieve the proposed improvement, society would be invited to participate with
social networks where publications of the changes made within the company and
clothing will be uploaded. Always with the truth ahead and that the data are congruent
to be able to incite users to change as being a participant in the campaigns in an
educational way, as it will motivate more so not only contribute from outside but as a
social service to really make a change. Contributing to the ethos, as described it is
necessary to regain confidence, to clean the image that was lost by the events this will
bring credibility to the proposal, another aspect is the logos is the information that will
be presented which must be transparent and finally pathos will be the emotions
involved with this proposal without the need to be manipulated.

CONCLUSION

Finally, with this report you can read the analysis of the company H&M, but mainly of
their campaigns which entails greenwashing, false action, slacktivism. Where we
found a lot of relevant information made by various news, which are summarized in
that the campaign claims to be environmental when it really is not, its multiple
sustainable collections as explained within the website does not deny its total
environmental impact and has even been analyzed that feigns its concern for the
environment as trying to silence critics.
On the other hand, several fully sustainable campaigns were investigated and it was
concluded that campaigns are more effective when there is collective awareness
because they have the same interest in the problem, but this brings with it pernicious
or harmful consequences because they are usually manipulated as feelings or ideas
that instead of giving and generating a change only seek a monetary contribution. The
necessary changes are summarized in addressing the real problem, describing the
proposals, cleaning up the image and taking action.

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