H&M hit with another greenwashing lawsuit
Source: https://www.retailgazette.co.uk/blog/2022/11/hm-sued-over-greenwashing/
Author: Georgia Wright
H&M is facing another class action lawsuit over claims that its Conscious Choice collection amounts to greenwashing. In the latest greenwashing case against the Swedish fast fashion giant, a claim filed in a federal court in Missouri is suing the retailer for “misleadingly, illegally, and deceptively” seeking to capitalise on consumer ‘green’ trends, where H&M customers are led to believe that Conscious Choice products are an environmentally responsible purchase.The plaintiffs are claiming that consumers have been “hoodwinked into paying a premium for green products which weren’t green at all.” The filing iterates that in response to the rising consumer desire for more sustainable and environmentally friendly fashion, many businesses “greenwash” their products by deceptively claiming that their clothing is made from materials that are more sustainable and environmentally friendly. H&M uses green hangtags to identify and market its “Conscious Choice” products, a labelling tactic that suggests garments are either sustainable or more sustainable than other products, despite being manufactured mostly from polyester or recycled plastics, which the plaintiffs claim is a misrepresentation of products that do not negatively affect the environment.