What is greenwashing and why does it matter? Basically, greenwashing involves making claims about pseudo-sustainable business practices or products that may be unsubstantiated, manipulative, skewed or outright untrue, to deceive customers into believing that they’re making environmentally conscious choices. It can mean omitting negative information and focussing only on certain achievements to create the impression that great strides in sustainability have been made, when in reality a lot of damage may still be done. WGSN reports that 90% of companies will fail to meet their 2025 sustainability commitments. That’s why we’re calling BS on greenwashing. We applaud every company that takes active steps towards better practices for the long-term health of our planet - but simply setting goals is not the same as taking actual, tangible action towards making a difference. In 2023, we’re hoping to see more companies hold themselves to a higher standard of transparency & real action when it comes to sustainability.

And what is FtN’s part in this? We advocate transparency as an antidote to greenwashing. Radical transparency was a founding principle of FtN - we believe you have the right to know exactly what you're buying and what’s in it. Our hyper-transparent ingredient policy is far stricter than packaging & consumer legislation, which means that even if certain ingredients at certain levels can be omitted from the packaging of a product, it still has to be disclosed when listed with FtN. It also matters to us where ingredients come from and how they are sourced. We go into extreme levels of detail in vetting the ingredients, sourcing & packaging of every single product we sell, so that our customers can trust that they’re truly making sustainable choices. Another way we’re being fully transparent is with our website filters - these were developed to allow you to search by allergies, sensitivities and your values (fairtrade, plastic-free, organic, etc.), so you can trust that you’re shopping what really matters to you. We all want to help heal the planet and that only happens when we honestly acknowledge not just the good things we’re doing, but the areas in which we can improve too. Faithful to Nature focuses on real action to improve the health of people & planet, and we’ll never talk about ways in which to do better, unless we’re actually doing them.