Digging Deeper into Brand Transparency: The Real Stories Behind Shopping Ethically
Recently I read a case study on corporate transparency statements that sparked my curiosity and encouraged me to look more closely at how brands put their promises of sustainability, transparency, and fairtrade into action.
It's easy enough for a brand to say they're doing the right thing, but what does that actually look like—and is it enough, especially for the increasingly savvy younger crowd?
Today, I want to share some insights and personal experiences that shed light on how brands of all sizes balance commercial survival with real values, and why genuine transparency is more than just a nice-to-have for ethical fashion shoppers like us.
Balancing Viability and Values: The Unique Challenges Across Brand Sizes
Let's face it—staying afloat in the competitive retail world is no easy feat, and the size of a business really shapes its approach to transparency and sustainability. Large brands, with sprawling supply chains and global reach, often find it tough to track every stitch and seam. Managing commercial viability means they sometimes have to compromise, especially when shareholder demands clash with ethical initiatives. Global retail giants now roll out sustainability reports and “Conscious” collections, but also face scrutiny over fast fashion's environmental toll and accusations of greenwashing.
Medium-sized brands are a bit more agile—they can pivot and invest in ethical sourcing, but they still need to keep prices competitive and margins healthy. The challenge here is building trust while scaling up. This is something I have been thinking about a lot for The Fair Trader. There are amazing brands in Australia for example, known for ethical production and transparency, but as they grow, ensuring every part of their supply chain meets their high standards becomes increasingly complex.
Small and indie labels—like some we stock at The Fair Trader—enjoy closer relationships with their suppliers and artisans. Their size means they can offer direct sourcing information and even share stories behind each product. But commercial viability is a daily balancing act. They have to compete with big players, often on shoestring budgets, and rely heavily on loyal, value-driven customers. It's a tough gig, but the impact can be truly meaningful.
Transparency Struggles: Big Corporations Versus Indie Labels
Large corporations face the mammoth task of tracing materials and labour across dozens of countries, hundreds of factories, and countless subcontractors. For example, Nike publishes detailed supply chain maps and audit results, but critics point out that complexity still allows exploitation to slip through the cracks.
In contrast, indie brands can tell you exactly where their products come from. O My Bag is a fantastic example—when you buy one of their bags, you're not just getting a stylish accessory, you're also getting access to Impact Reports that detail how each product supports social initiatives and innovation. I’ve personally spoken to customers who love knowing their purchase helps fund education and fair employment in India. One customer shared how she chooses O My Bag over bigger brands specifically because she trusts their transparency and feels her money is making a difference.
At The Fair Trader, we partner with artisans and brands who are open about their processes. Recently, a shopper told me how much she appreciated the comittment to the supply chain story behind Naturally Healthful - it’s the details that build real trust.
Small brands might not have glossy, expensive ad campaigns, but they have stories worth sharing.
Greenwashing and Fairwashing: What’s Really Going On?
We hear “greenwashing” a lot, and it’s more than just a buzzword. It’s when brands overstate or misrepresent their eco-friendly credentials to win over eco-conscious consumers. A classic example you may know of: Volkswagen’s infamous “clean diesel” scandal, where the company falsely marketed its cars as environmentally friendly while secretly cheating emissions tests.
Fairwashing is a newer term but equally important. It refers to brands exaggerating their commitment to fair labour, social justice, or ethical sourcing. Imagine a company claiming all its products are made under fair labour standards—then a news investigation reveals workers in their overseas factories are underpaid and unsafe. In 2022, a large online retailer faced global headlines for allegedly violating labour laws and failing to provide safe working conditions, despite marketing itself as a responsible employer. These real-world examples show why transparency must go deeper than marketing spin.
When Fairwashing is Exposed: A Hypothetical Scenario
Picture this: a mid-sized brand launches a “fairtrade” clothing line, using catchy slogans like “Made with Respect” and “Empowering Artisans”. Their website features photos of smiling workers and vague statements about supporting communities. But investigative journalists uncover that the brand’s supplier is paying below minimum wage and failing basic safety inspections. The fallout is huge—customers feel betrayed, social media erupts with criticism, and ethical certifications are revoked. This isn’t far from reality; similar exposés have rocked the fashion industry, like the 2019 CBC investigation into a Canadian retailer and its supply chain links to factories with poor working conditions in Bangladesh.
These scandals remind us: it’s not enough to simply say you care—brands must show proof, and consumers must look beyond the glossy marketing.
Personal Experiences: O My Bag, The Fair Trader, and Customer Stories
One thing I love about working with O My Bag is seeing the impact firsthand. Their dedication to responsible sourcing and transparency isn’t just lip service; it’s reflected in their detailed Impact Reports and ongoing investment in social innovation.
When we shared their story with our community, several customers reached out to say how reassured they felt buying from a brand that goes the extra mile.
Similarly, our partnerships at The Fair Trader are built on trust—we only stock brands that openly share their sourcing, labour, and environmental practices. I’ll never forget time a customer let me know she’d switched from a big-name label to La Sierra because she could trace the journey of her alpaca throw rug from farm to shop floor.
These moments remind me why transparency matters so much. Our customers aren’t just buying products—they’re investing in values, people, and positive change.
Conclusion: Vigilance and Genuine Transparency Are Key
As ethical fashion consumers, we need to stay vigilant—reading the fine print, seeking out real evidence, and supporting brands that walk the talk. Whether a brand is large, medium, or small, the path to true transparency is challenging but essential. Genuine accountability builds trust and drives meaningful progress in the industry. Next time you’re shopping, ask questions, look for certifications and supply chain stories, and don’t be afraid to demand more. Together, we can help shape a fashion world where values and viability go hand in hand.
If you have any questions about an item you have purchased or are considering, reach out.
Tracey
P.S. Here are some links to other indie brands we champion here:
- Ethica- Lux jumpers and children and babies ponchos and gifts.
- Pashom - Brilliant baby and children's toys your wont see everywhere.
- Kenana Knitters - Gorgeous, robust and cuddly baby and children's toys.
- GK Collective - Beautifully handknitted beanies, mittens and scarves
