Every year, brands are scrutinized to determine whether their sustainability commitments are real or just a well-trodden path to marketing. And this year, British brand Burberry is at the top of the ranking thanks to its numerous commitments made in recent years following controversies about the end of life of stock and unsold goods.
The international organization, specializing in the CSR commitments of fashion companies in collaboration with Science Based Target, has defined a ranking based on several criteria. A study was carried out by experts who analyzed 58 fashion companies (fast-fashion, luxury and mass retail) with a turnover of over 100 million dollars. The objective of this organization, which fights for social rights and ecology, is to highlight the progress and changes made within these large companies in the public arena and, thus, raise consumer awareness of the changes that are taking place within the brands.
Out of more than 150 points divided into 6 criteria (traceability, wages, well-being, business practices, raw materials, environmental justice, and governance), Burberry made it to the top following its desire to become Climate Positive by 2040 and to be able to trace its key materials 100% by 2025. But it is with its $300 million sustainable loan that the brand is changing its philosophy and attempting to provide solutions for the fashion of the future, as Caroline Laurie, the brand’s vice president of corporate responsibility, explains: “Rooting our commitments in science has always been a priority at Burberry so that we can ensure that the actions we take will have the necessary impact and bring about lasting change.”
Of the 58 companies analyzed, only 17 asked to see their score in order to continue to improve, including Burberry, which scored 38/150. We might think that the results obtained are low, but they reflect an emerging awareness in the industry, even if there are still many things to change for more sustainable and ethical fashion.