The public has clearly tired of brand claims that are ecological friendly and sustainable. The number of brands joining the sustainability phenomenon is increasing by the day, but few customers trust in these claims. According to European Commission online screening survey, 42% of environmental claims are based on deception. Higg totally eliminates the absence of data in the fashion business by preventing the gap between consumers and brands from widening and supporting sustainability claims with genuine facts such as a breakdown of ratings on water consumption, carbon emissions, and fossil fuel use. Fashion business has evolved into a place where no trace of textiles, goods, or quality standards can be found. Today, just one-fifth of consumers buying greenwashing trend.

The U.S. Cotton Trust Protocol, which assesses important sustainability objectives in cotton farms, continues to provide data to brands to ensure that they fulfill sustainability criteria in areas including greenhouse gases, water use, and soil carbon. According to a recent survey by the firm, the pandemic has had a favorable impact on the future of sustainable fashion. Consumers who are conscious of their buying habits now pause to think their options before reaching for their wallets. This is just one of the many beneficial behaviors that the pandemic has instilled in us. The application called Trust Protocol, like the Higg, makes the process of tracking cotton visible across the supply chain by issuing an identifying number to each cotton field.

Although such organizations currently solely consider the environmental impact of the materials used, it is obvious that in the future they will provide information that considers ethical production and brands' sustainability track records in a broader perspective. Consumers will stop second-guessing their decisions, and brands will ensure their own future, thanks to new efforts that make breakthroughs to supplement the fashion industry's lack of data.

Author: Zeynep Gür