The term "sustainability" is ubiquitous today. Companies advertise sustainable fashion, sustainable materials, or sustainable production. At the same time, the term is increasingly viewed critically and more tightly regulated by law. But what exactly does sustainability mean – and why are many brands no longer allowed to simply advertise with it?
What Does Sustainability Mean?
Sustainability originally means using resources in such a way that they are preserved for future generations. The principle originated in forestry: only as much wood should be harvested as can regrow.
Today, sustainability encompasses three core areas:
1. Ecological Sustainability
The focus is on protecting the environment and resources. This includes, for example:
- lower water consumption
- fewer pollutants
- durable products
- organically grown raw materials
- reduced environmental impact
2. Social Sustainability
This is about fair working conditions and social responsibility:
- fair wages
- safe working conditions
- transparent supply chains
- responsible treatment of employees
3. Economic Sustainability
Companies should operate sustainably in the long term instead of focusing on quick profits in the short term. This includes:
- long-lasting quality
- responsible production
- stable supply chains
- conscious resource use
Why is the term "sustainability" becoming problematic?
In recent years, "sustainable" has often been used as a general advertising term – often without concrete explanation or verifiable proof. Many companies used phrases such as:
- "sustainable fashion"
- "environmentally friendly"
- "green"
- "eco"
- "climate neutral"
without transparently explaining what exactly was behind them.
This led to the problem of so-called greenwashing.
What does Greenwashing mean?
Greenwashing describes marketing that makes companies appear more environmentally friendly or responsible than they actually are.
It becomes particularly critical when:
- statements are formulated too generally
- concrete evidence is missing
- terms like "sustainable" are not explained
- consumers could be misled
The EU and consumer organizations are therefore increasingly responding with stricter rules.
Why are companies no longer allowed to simply advertise with "sustainable"?
The term itself is not prohibited. Companies may continue to use it – but only under certain conditions.
It is important that:
Sustainability-related statements must be:
- concrete
- comprehensible
- verifiable
- transparent
General statements such as:
- "100% sustainable"
- "sustainable clothing"
- "environmentally friendly production"
- are increasingly considered critical if not explained in more detail.
Which formulations are more sensible today?
Many companies are now focusing on more concrete statements instead of general buzzwords.
Examples:
- "GOTS-certified organic cotton"
- "Production according to defined environmental and social standards"
- "durable materials"
- "certified natural fibers"
- "transparent supply chain"
This makes it clearer for customers to understand what is actually meant.
What role do certifications play?
Especially in the textile sector, independent standards are gaining increasing importance.
These include, for example:
- GOTS (Global Organic Textile Standard)
- Fairtrade
- OEKO-TEX
- IVN BEST
Such certifications help to make production standards more transparent and comprehensible.
Sustainability in the fashion industry
The topic is particularly relevant in the fashion industry. The textile industry is one of the most resource-intensive industries worldwide. At the same time, many consumers increasingly desire:
- durable clothing
- transparent production
- high-quality materials
- more conscious consumption
Therefore, more and more brands are focusing on:
- timeless collections
- high-quality natural materials
- reduced overproduction
- long-lasting quality instead of fast trends
Conclusion: Sustainability requires transparency
Sustainability remains an important topic – also in the future. However, the way companies communicate about it is changing.
Instead of general advertising promises,:
- concrete information
- comprehensible standards
- transparent processes
are becoming increasingly important.
For consumers, this means more clarity. For companies, it means communicating responsibility verifiably instead of just advertising with buzzwords.
What does this mean for LANA Organic?
For LANA Organic, this development means one thing above all: not to use sustainability as an empty buzzword, but to communicate it in a comprehensible and transparent way.
That is why LANA Organic deliberately relies on concrete and verifiable statements instead of general advertising promises.
An important component of this is certification according to the Global Organic Textile Standard (GOTS). This internationally recognized standard defines clear ecological and social criteria along the entire textile supply chain.
For customers, this means more transparency about:
- which materials are used
- according to which standards production takes place
- which requirements are placed on processing and social criteria
Instead of generally speaking of "sustainable fashion," LANA Organic emphasizes concrete information such as:
- GOTS-certified materials
- organic cotton
- long-lasting quality
- timeless collections
- more responsible production standards
Because sustainability is not a single label or a general advertising word, but an ongoing process that requires transparency, responsibility, and conscious decisions along the entire value chain.
