Watching the Watchdog: A Case Study Analysis of Greenpeace's Detox My Fashion Campaign

The absence of CSR legislation in the apparel industry has caused companies to turn to NGOs for guidance on how to navigate social, environmental, and economic issues. This research project presents an in-depth analysis of Greenpeace's Detox My Fashion Campaign, which began in 2011 and set out to achieve zero discharge of hazardous chemicals in the fashion industry by 2020. By identifying the effect the campaign had on the criteria and indicator disclosures of signatories, this study aimed to evaluate the fitness of purpose of signatory campaigns in meeting broader sustainability goals in the apparel industry. The findings showed mixed results when evaluating whether or not signatories adopted a more transparent and consistent reporting strategy in response to the objectives of the campaign. As a result, a fruitful discussion emerged surrounding the true purpose of NGO campaigns by granting signatories the opportunity to engage in virtue signaling and greenwashing.