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How can we hold fast fashion companies accountable? Matter Unlimited Creative Director of Story MJ Deery’s column in GreenBiz highlights the pitfalls of greenwashing and the importance of transparency and integrity in an ESG strategy.

“Businesses, fast fashion included, often fundamentally misunderstand ESG. As a result, there have been plenty of talking heads wrongly criticizing ESG as “corporate cancel culture,” reacting as if ESG is “woke” marketing or PR run amok. Then others, like Shein, also hope to use ESG to their advantage by engaging in ESG messaging and storytelling without realizing that the model is, at its core, antithetical to ESG’s mission to save the planet.”