In recent times we often hear about Greenwashing, a very common practice in companies that claim to be sustainable but which in reality are not. Let’s take for example some fashion brands that have Conscious lines. All of this is absolutely not Green, because in fact they have a fast production that drives them to consume, throw away and repurchase, and this is the least sustainable there is. However, environmental communication also passes through a series of discoveries and researches that the writer must make, and which brings him into contact with a constantly evolving reality. For example, as far as beauty items are concerned, we are faced with a sector that is beginning to use sustainable materials even at a food level, because there are brands that treat shampoos, or cosmetics, taking ingredients, for example, from “Slow Food” presidia.

Sometimes we talk about food waste, which is then used and reintroduced on the market. There are also many innovative fabrics and fibers, made with the waste of grape seeds or with the skin generated by the pineapple. Writing a green article is a responsibility, because you are going to raise awareness on someone else towards good practices and towards a terrain that is different from the consumerist one. 

The ideal would always be to keep in mind that the best waste is the one that is not produced.

Veronica Timperi