Many companies overestimate their commitment to sustainability, and the greenwashing risk is lurking: this is reported by a report by Cikis Studio, a company specializing in sustainability consultancy in the fashion sector.
"Today in Italy - explains Serena Moro, Founder of Cikis - 99% of fashion companies invest in sustainability or intend to do so, confirming that a green change is increasingly requested and appreciated: last year the companies that they invested in sustainability were 89%, a good 45% more than in 2020. It turned out, however, that 60% of the companies interviewed have a perception of their green commitment that does not correspond precisely to reality ".
Of these, 22.1% are overestimated: the average self-assessment of entry-level companies on their green work last year stood at 4.5 out of 10, this year it rose to 6 out of 10. For these companies - reports Cikis - there is a high greenwashing risk, due to the
overestimation of the relevance of the implemented practices.
While, on the one hand, companies that invest in green choices increase, on the other - according to the report -
those that are at an advanced level of sustainability decrease
(-15.2% compared to 2021).
The importance of the choice of materials
is beginning to emerge :
48% of companies have introduced or increased the use of materials with a reduced environmental impact or that protect social rights.
Only 16.8% of these, however, integrated them for more than 75% of the total collection.
Still
little felt is the importance of the circular economy,
cited as a priority only by 7.4% of companies.
Very few companies (2%) then invest in offsetting emissions,
but for the protection of workers and corporate welfare, sensitivity is increasing, with an increase of 66.7% compared to 2021.