Communicating Sustainability Clearly and Effectively to Avoid Greenwashing : Small Slow Fashion Brands
Barck, Jennie (2023)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202303033014
https://urn.fi/URN:NBN:fi:amk-202303033014
Tiivistelmä
The purpose of this thesis is to analyse the sustainability communication of slow fashion brands that are achieving high rankings on the sustainability rating site Good On You, benchmark their methods of sustainability communication and develop a new communication framework. The objective is that the communication model could be used by the client company Baserange and other similar companies to help them clarify sustainability efforts to their customers. The communication framework was developed for Baserange to be clearer in their sustainability communication to customers.
The theoretical framework centres around key themes in sustainability communication including the triple bottom line, sustainability rankings, policy, sustainability vision, certifications, storytelling, and transparency. For sustainability communication to be effective, it must be clear, credible and emotionally evocative. Storytelling is seen as the most effective way to evoke emotions in the reader.
Benchmarking was used to understand and learn from the best practices of high-performing brands in the fashion industry. Their methods of sustainability communication were then analysed through thematic analysis, which was used to form the new model of sustainability communication. For the thematic analysis, data from the websites of slow fashion brands was combined with findings from the literature review as well as the rating system Good On You.
The result was a new sustainability communication framework, that combined the elements found in the theoretical framework with the sustainability rating system Good On You, the OSEC model and the Shades of Green instrument. Rating highly on Good On You does not necessarily mean that a brand’s communication has been clear in the eyes of the customers. It was therefore necessary to develop a new framework, consisting of models created for assessing sustainability communication, the criteria of sustainability rating sites and the research into what communication methods are effective.
The recommendation I have given Baserange is creating a sustainability communication strategy based on the new framework created. This would result in more thorough communication of the brand’s sustainability efforts. The main element missing from Baserange’s current communication strategy is a clear sustainability policy, but the brand would also benefit from being more detailed about their resource use, mentioning the use phase of the clothing, paying more attention to storytelling and generally being more explicit and clear in their communication.
The theoretical framework centres around key themes in sustainability communication including the triple bottom line, sustainability rankings, policy, sustainability vision, certifications, storytelling, and transparency. For sustainability communication to be effective, it must be clear, credible and emotionally evocative. Storytelling is seen as the most effective way to evoke emotions in the reader.
Benchmarking was used to understand and learn from the best practices of high-performing brands in the fashion industry. Their methods of sustainability communication were then analysed through thematic analysis, which was used to form the new model of sustainability communication. For the thematic analysis, data from the websites of slow fashion brands was combined with findings from the literature review as well as the rating system Good On You.
The result was a new sustainability communication framework, that combined the elements found in the theoretical framework with the sustainability rating system Good On You, the OSEC model and the Shades of Green instrument. Rating highly on Good On You does not necessarily mean that a brand’s communication has been clear in the eyes of the customers. It was therefore necessary to develop a new framework, consisting of models created for assessing sustainability communication, the criteria of sustainability rating sites and the research into what communication methods are effective.
The recommendation I have given Baserange is creating a sustainability communication strategy based on the new framework created. This would result in more thorough communication of the brand’s sustainability efforts. The main element missing from Baserange’s current communication strategy is a clear sustainability policy, but the brand would also benefit from being more detailed about their resource use, mentioning the use phase of the clothing, paying more attention to storytelling and generally being more explicit and clear in their communication.