When you’re scrolling through TikTok or Instagram, you can’t really avoid those Shein shopping sprees – piles of clothing turning up in plastic bags that people rave about for being “affordable and on-trend.” But lately, Shein and other fast fashion brands have been trying to give themselves a makeover with a fresh image: going green. You’ll see claims about “environmentally-friendly materials,” “ethical manufacturing”, and “net-zero targets” scattered across their websites and adverts. For young Europeans who are genuinely worried about the climate crisis, these environmental pledges can seem quite attractive. But the question is – are they genuine or just clever marketing?
What’s this greenwashing business about?
Greenwashing happens when companies oversell or make up their environmental credentials to seem more eco-conscious than they actually are. Rather than actually changing dodgy practices, they just change how they talk about things. With Shein – a company that’s built its whole business on dirt-cheap labour and churning out massive amounts of clothing – the hypocrisy is pretty glaring. How does a company that’s all about buying more and more stuff suddenly go “green”?
Research across Europe has revealed that loads of fast fashion environmental claims don’t actually stack up. Terms like “sustainable” or “eco” are often thrown around without any proper standards behind them. A top made from “recycled polyester” might sound better on paper, but if it’s made in awful working conditions and shipped from the other side of the planet, can you really call it sustainable?
Europe’s pushing back
The European Union isn’t having it anymore. Fresh regulations through the Green Deal and consumer protection legislation are targeting misleading environmental claims. Before long, companies will have to back up terms like “carbon neutral” or “completely sustainable” with actual proof. Woolly promises just won’t cut it anymore. For the first time, businesses might actually get hit with fines if they’re caught misleading their customers.
This isn’t just about new rules – it’s testing whether Europe can actually hold massive global companies like Shein to account. Can legislation really keep pace with a business approach that’s all about being fast and huge?
Why young people are crucial
Generation Z is right in the middle of all this. We’re the ones Shein, Zara, H&M, and loads of other fast fashion companies are targeting. Our clicks, our engagement, our spending – that’s what keeps the whole thing going. But our attitudes are changing. Research shows that young Europeans are increasingly wanting ethical, honest, and environmentally-friendly options. We don’t just want to look the part – we want to feel good about our clothing choices too.
The trouble is, greenwashing makes this really tricky. When every company is claiming to be “environmentally-friendly,” how do you work out what’s actually true? This is where young people’s activism and being savvy about digital content becomes important. Whether it’s TikTok investigations or student climate protests, young people are pushing for transparency. By checking up on these claims, backing genuinely sustainable companies, and exposing false advertising, we can actually make an impact.
The wider context
Shein’s environmental promises aren’t just about clothing. They’re part of a much bigger question: can our economic system actually adapt to deal with climate change, or will it just give itself a new image? Europe’s fresh legislation is a good start, but making sure it’s properly enforced will be crucial. And for young people, it’s not just about making better choices – it’s about demanding better options.
Ultimately, fashion is about how we express ourselves. What we choose to wear says something about us. If Generation Z refuses to fall for greenwashing, we might see a real shift from endless consumption towards genuine sustainability.