The Concept of Greenwashing: Transparency is Key

The Concept of Greenwashing: Transparency is Key


Social responsibility for companies is always a step in the right direction. It is not uncommon to come across a product or brand that is labeled as “sustainable” or “organic.” But not everything is always as “green” as it seems. Let’s talk about the truth in marketing. Greenwashing is a misleading practice that some companies use to spin products as more “green” and eco-friendly than they can prove to be. These companies will spend more time and money on their “green” marketing, and less on minimizing their environmental impact. Further, greenwashing violates trust, and it can make it difficult for consumers to understand if they are fulfilling their environmental responsibility. 

The next time you stumble upon a brand that raves about their eco-friendly products, consider these three things: Beware of Buzzwords: “ECO-conscious, environmentally friendly, sustainable”- all buzzwords often used to promote the green credentials of brands. Customers should dig deeper and research exactly what the company is doing to further its sustainability goals.  Find Out Who is Making Your Clothes: Find out if a company’s employees are allowed to form unions and if they are being paid a living wage. Know the Source: Natural materials such as rayon and bamboo are often marketed as eco-friendly, but their environmental impact depends on how they are sourced.

Our mission is to supply active women with the most comfortable and high-performance underwear while also minimizing our environmental impact. Our all-around bikini is made in the USA using seamless construction to reduce manufacturing waste. With proper care it will last hundreds of wash cycles. We use recycled paper for packaging and ship in appropriately-sized recycled plastic mailers. Our team is currently developing new products using natural fiber fabrics which we plan to offer in the coming months. We are committed to transparency and are excited to share material composition and construction details with our customers once these new products are in production.

We are proud members of 1% of the Planet. We have committed to give back 1% of our revenue to CREA Mont-Blanc, an independent, non-governmental, nonprofit organization specialized in the study of natural mountain environments. For over 20 years, CREA Mont-Blanc has been a pioneer and leader of citizen science in France and maintains a strong commitment to participatory science. Based in Chamonix, the team is uniquely situated to study mountain forests, alpine meadows, scree fields and glaciated zones. Mountain ecosystems are home to a wide variety of plant and animal species that are adapted to their harsh environment and evolved to survive at high elevations and in extreme climates. However, they are also highly sensitive to disturbance and serve as important indicators of the impact of humans on the environment. Through its long-term and multidisciplinary research, CREA Mont-Blanc helps to improve the understanding of how these species function and respond to global change.

“Following in the footsteps of the early pioneers of scientific exploration in the Mont Blanc massif, we consider both science and the mountains as part of a grand adventure allowing us to better understand the world around us.” - Anne Delestrade, Founder and Director of CREA Mont-Blanc

Paradis Sport's namesake, Marie Paradis, was the first woman to climb Mont Blanc, so it is natural that we support a women-led organization doing  research in the Mont-Blanc range.

Anne Delestrade in her favorite fieldwork site, the Jardin de Talèfre © CREA Mont-Blanc

Learn more about CREA Mont-Blanc’s research.