Why 'bio' and 'green' don't mean what you think
BBCWhy 'bio' and 'green' don't mean what you think Getty Images A bag made from cassava starch The language brands use to promote their environmental sustainability can be misleading and unverifiable. Brands will use vague buzzwords such as "green", "sustainable" or "eco-friendly" to make their business seem environmentally conscious, but without substantiation, they "don't mean much in themselves", he says. The food and cosmetics industry use words like "clean", "pure" and "natural" to portray their products as being both good for the planet and people's health, she says. A spokesperson for Zara says " has noted that Zara was the most comprehensive at substantiating and verifying its sustainability claims, and that it clearly communicates material characteristics across its main collections". Getty Images It can be challenging to check the source of clothes made with mixed fibres "These claims make us feel better about our overconsumption, our consumerism," says Duncan.
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