What Canadians Really Think About Sustainable Fashion: Key Insights from Our New Greenwashing Report

What Canadians Really Think About Sustainable Fashion and Greenwashing

In a world where buzzwords like “eco-friendly,” “sustainable,” and “ethical” dominate clothing labels and ad campaigns, one question keeps coming up: Can consumers trust what brands say about sustainability?

To find out, Fashion Takes Action launched a first-of-its-kind national study: “Canadian Consumer Perception of Sustainable Fashion & Greenwashing.” This report sheds light on how Canadians understand, and often misunderstand, sustainability claims in fashion, and shows just how far we still have to go when it comes to building consumer trust, brand accountability, and meaningful regulation.

Let’s break down the what, why, and key findings.

What is this Report?

The Canadian Consumer Perception of Sustainable Fashion & Greenwashing Report is a national study that combines survey data, expert interviews, and literature reviews to explore how Canadian consumers interpret sustainability claims in fashion, and where confusion or skepticism arises.

We surveyed over 2,000 Canadians and interviewed 10 experts across law, academia, and the fashion industry. Our goal: to understand the gap between what brands say, and what people believe.

Why This Report Matters

While the idea that brands are attempting to become more sustainable is a good thing – as more fashion brands jump on this bandwagon, the risks of greenwashing become more prominent.  

Consumers are hungry for transparency. But, our findings show that many Canadians feel overwhelmed, unsure, and skeptical about which brands to trust. For policymakers, brands, and sustainability advocates, we hope that this report can be a wake-up call.

So, what did we find?

Key Findings

Here are a few stand-out insights:

1. Canadians care, but don’t feel informed.

   77% of Canadians say they are somewhat or extremely concerned about the environment, yet when it comes to their fashion purchasing decisions, most don’t feel equipped to identify which brands are actually sustainable. Terms like “green,” “eco,” and “responsible” are seen as vague or misleading.

2. Trust is low.
   While 52% of respondents claimed to trust ENGOs, only 16% trusted the brands themselves to be honest about their sustainability claims.

3. Greenwashing isn’t understood, and hard to spot.
   Nearly 75% of respondents reported not knowing what greenwashing meant at the beginning of our study. 

4. Regulation is needed.
   76% of respondents strongly or somewhat agreed that the government should fine agencies and other communications companies for misrepresenting sustainability practices. Many of our respondents were also unaware of existing greenwashing regulations, further highlighting the need for citizen education on the topic.    

5. Consumers want help.
   Canadians are calling for educational tools, trusted third-party labels, and brand accountability to help them shop more responsibly.

Read the Full Report

Want to dig deeper? Our full Canadian Consumer Perception of Sustainable Fashion & Greenwashing Report is available in both english & french for free: https://www.fashiontakesaction.com/canadian-consumer-perception-of-sustainable-fashion-greenwashing 

Final Thoughts 

The fight against greenwashing starts with awareness. Whether you're a fashion brand, a policy maker, or a conscious consumer, this report is your roadmap to understanding how greenwashing erodes trust, and what we can do to fix it.

Let’s move beyond buzzwords and toward a future of true transparency in fashion.