Greenwashing and Vegan Leather
According to Ecowatch.com, “Greenwashing” is a marketing tactic that misleads consumers into thinking certain products are more sustainable than they are. This harmful practice seeks to capitalize on the growing sustainability movement by creating an impression of being “environmentally friendly.” Unfortunately, consumers can be misled by the marketing of certain products as green, vegan, organic, or ethically sourced when that is not actually the case. Greenwashing is problematic as it reduces transparency in the marketplace.
What is “Greenwashing?”
According to Ecowatch.com, “Greenwashing” is a marketing tactic that misleads consumers into thinking certain products are more sustainable than they are. This harmful practice seeks to capitalize on the growing sustainability movement by creating an impression of being “environmentally friendly.” Unfortunately, consumers can be misled by the marketing of certain products as green, vegan, organic, or ethically sourced when that is not actually the case. Greenwashing is problematic as it reduces transparency in the marketplace.
What is “Vegan Leather?”
“Vegan leather” is synthetic material designed to imitate real leather. It is meant to mimic the appearance and feel of leather and utilizes the term “vegan” to try and convey the idea of sustainability. As eco-friendly as the term “vegan leather” sounds, the reality is that these products are often not very sustainable at all. “Vegan leather” is often made from plastics such as polyurethane and Polyvinyl chloride, as opposed to the recycled hide of an animal.
Is Vegan Leather Greenwashing?
The term “Vegan Leather” is often a prime example of greenwashing. Consumer confusion highlights this point. One4Leather.org reports that 30% of consumers believe that “Vegan Leather” is partly made from animal hide (It is not). Slapping the label of “vegan” in front of the word leather makes the product sound more appealing to many consumers. This term may discourage buyers from paying attention to the actual components of the material. There is nothing leather about “vegan leather.” Vegan leather is just a synthetic material designed to look like leather.
What Is The Solution to Stopping Greenwashing of Fake Leather?
The solution to stopping greenwashing of fake leather products is really quite simple. If a product is not real leather, it should not be allowed to use the word “leather” in its name. It should be clearly marked as an alternative product and should be labeled with regards to what material is used. Consumers can help promote transparency by requesting transparent labelling all products sold in the marketplace.
Sources:
Noyes, L. (2021, October 21). A Guide to Greenwashing and How to Spot It. EcoWatch.
https://www.ecowatch.com/greenwashing-guide-2655331542.html
Misleading leather labels and consumer confusion. (n.d.). One 4 Leather.
https://www.one4leather.com/article/misleading-leather-labels-and-consumer-confusion
