As brands stepped up their climate ambition with a renewed fashion charter at COP26, pledging to set science-based targets or cut their emissions by half by 2030 to join the net-zero pathway, many today still face the challenges related to how to achieve their goals and work together with the other players in the supply chain.
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Greenwashing should be a must-not-have in fashion companies’ marketing strategies as it undermines their credibility, their sustainability efforts and overall, their profits. The trouble is that there may be companies that are greenwashing their customers without even realising it.