Ponderous Flow

The Illusion of Sustainability in Fast Fashion Fast fashion brands have increasingly marketed themselves as champions of sustainability, promoting recycling programs and "eco-conscious" collections. But how much of this rhetoric aligns with reality? A 2022 McKinsey report revealed that while 60% of fast fashion [...] Read more

The Rise of ‘Carbon Neutral’ Delivery Claims In recent years, major logistics companies like Amazon, FedEx, and UPS have made bold claims about achieving "carbon neutral" delivery fleets. While these announcements generate positive headlines, experts warn that many corporate sustainability claims rely on [...] Read more

The Hidden Crisis in Your Skincare Routine In recent years, the beauty industry has seen a surge in products labeled 'eco-friendly,' 'biodegradable,' or 'planet-safe.' Among these, makeup remover wipes have become a focal point for environmentally conscious consumers. However, mounting evidence reveals that many of [...] Read more

The Rise of ‘Ethical’ Resale Platforms Over the past decade, fast fashion resale platforms like ThredUp, Poshmark, and Depop have positioned themselves as eco-conscious alternatives to traditional shopping. Marketed with buzzwords like "circular economy" and "sustainable style," these platforms reported combined [...] Read more

The Rising Trend of 'Eco-Friendly' Jewelry In recent years, consumers have increasingly sought products aligning with environmental values. The jewelry industry has responded with collections claiming to use "recycled ocean plastic" – a feel-good solution combining fashion with environmental activism. However, [...] Read more

The Allure of ‘Natural’ Scented Products Americans spend over $700 million annually on scented trash bags, drawn to promises of "natural lavender," "mountain breeze," and "citrus freshness." But hidden beneath these idyllic marketing terms lies a cocktail of underregulated chemicals that could harm human health [...] Read more

The Illusion of Naturality Walk down any personal care aisle, and you'll see products boasting 'all-natural' claims. A 2022 study by the Environmental Working Group found that 83% of personal care products making natural claims contained at least one synthetic ingredient. This discrepancy stems from: No FDA definition [...] Read more