The 7 biggest sustainability reporting mistakes that can damage fashion brands’ reputations

The end of the year is approaching and with it a look back at the successes of the past few months. December is the season of graduation, and fashion brands begin preparing their annual reports. Sustainability is at the heart of non-financial reporting. Whether due to regulatory requirements or the need for transparency with end consumers, more and more brands are choosing to publicly share their sustainability status every year.

At BComethe platform that works with hundreds of industry experts to help them better understand the impact of their products and build more responsible and efficient supply chains, we analyzed the most common mistakes in fashion companies’ sustainability reports. Discover the vulnerabilities that could be damaging your brand’s reputation.

Publishing a sustainability report is an effective tool to promote transparency, build trust among the target group and distinguish yourself in the market. It also promotes continuous improvement and strengthens the brand image. However, if poorly implemented, these reports can have the opposite effect and undermine public and investor confidence.

Below we explain the seven most common mistakes fashion brands should avoid to protect their reputation and maintain their credibility:

1. Lack of quantitative information

One of the most common mistakes is omitting quantitative data or failing to present clear numbers that support the claims made in the report. Although the goal is to make the document accessible to everyone, the lack of tangible metrics undermines the credibility of the content and makes it impossible to objectively measure successes. Without numbers, it is more difficult for readers to assess the true impact of the brand’s actions and decisions.

Solution: It is important to provide specific data such as percentages, quantities or comparisons to previous years. For example, instead of saying “we have reduced our emissions,” it would be more effective to state “we have reduced our emissions by 25 percent over the last two years.”

2. Language that is too vague or too technical

A report that uses overly vague language can make it difficult for the reader to truly understand the brand’s efforts, which can lead to distrust. On the other hand, language that is too technical can confuse those unfamiliar with the technical vocabulary, making it difficult to understand the report. Both approaches are counterproductive.

Solution: Language should be accessible and clear, avoiding vague or confusing terms that border on greenwashing. If technical or special concepts are used, these should be simply explained in the report itself. The aim is to make the document understandable for all target groups, regardless of their previous knowledge of sustainability.

3. Not evaluating the KPIs defined in the previous report

If key performance indicators (KPIs) have been defined in previous reports, it is crucial to track their progress. Failure to assess these KPIs in subsequent reports creates the impression that the goals are not important or that continuous improvement efforts are not being made. It also misses the opportunity to demonstrate progress and the effectiveness of the strategies implemented.

Solution: In each new report, dedicate a separate section to evaluating the KPIs set in the previous period. Explain which goals were achieved, which were not and the reasons for this.

4. Concentrating on successes and concealing potential for improvement

Many fashion brands only focus on highlighting their successes and do not mention challenges or areas that still need improvement. This approach does not reflect all of reality and can create distrust among readers who may feel that the brand is hiding issues or not being completely honest.

Solution: Acknowledging potential for improvement, even if it is negative, shows a sincere and proactive attitude towards progress. It’s important to be transparent about what still needs improvement and show how the brand is taking steps to address those weaknesses.

5. Not looking at sustainability holistically

A common mistake is to focus exclusively on the environmental aspects of sustainability, such as reducing emissions or water consumption, while neglecting other equally important factors, such as the social aspects of the supply chain. This creates an incomplete picture of a brand’s sustainability efforts.

Solution: Sustainability reports should look at sustainability from a holistic perspective and consider not only the environmental impact, but also the social risks within the supply chain. A more comprehensive and detailed analysis shows that the brand is truly committed to all aspects of sustainability.

6. Setting goals without quantifying them or setting a time frame

When goals are not specific, measurable, or time-bound, they can seem like empty promises. Without concrete numbers and deadlines, it is difficult to measure the success or progress of these goals, which can cast doubt on the brand’s true accountability.

Solution: Goals should be clear, measurable, and have set time frames. For example, instead of saying “we will improve our energy efficiency,” it should be “we will reduce energy consumption by 20 percent by 2030.”

7. No mention of the methods used or who verified the results

If the methods used to calculate the data are not described in detail and the party responsible for the analysis is not named, there is a risk that the results will be perceived as having been calculated directly by the brand. This can raise doubts about the accuracy of the data and negatively impact the brand’s reputation.

Solution: It is important to include a section explaining the methods used to calculate the data presented and which external organization performed the analysis to ensure that the results have been independently verified.

It is crucial to conduct an external assessment to ensure that the data presented in your sustainability report is objective and supported by solid methodology. An independent third party can provide the necessary impartiality to validate the information and ensure that no relevant data is missed, thereby increasing the credibility of the report. In addition, this external support helps to demonstrate the brand’s true commitment to sustainability and avoid potential doubts or questions.

BCome offers a free template to help you create your annual sustainability report, making it easier to create a clear and structured document.

Avoiding the above mistakes not only protects your brand’s reputation, but also allows you to stand out in an increasingly competitive fashion market and position yourself as a leader committed to positive change. With the right approach, your report will not only reflect your efforts, but also serve as an effective tool to strengthen your brand image and long-term success.