My research focused on the impact of greenwashing and the lack of transparency in the global fashion industry, and how these shape consumers' behaviour and perceptions. I also examined neuromarketing and its impact on purchasing decisions; this field came naturally, as I had gone to university for Marketing & Communications and later earned a Sustainable Business Strategy certificate from Harvard Business School. I investigated sustainable business practices through case studies and real-world experiences with brands, material innovators, designers, suppliers, activists, and business operations managers. I held sessions in 1:1 or small-group formats to discuss organizational pain points and uncover what was holding back progress.

My research showed that the main barriers were a convoluted supply chain system and lack of desire for radical change: some brands wanted to make a change but were restricted by the system, while others understood the complexity and used it to their advantage to mislead their customers and enhance their brand image.

There were only a handful of businesses that had the capacity and funds to work towards transparency with their consumers and their suppliers. Even these brands struggled with progressing past tier 3 and 4, where environmental and systemic racism is heavily prevalent, and government infrastructures aren’t in place to protect worker rights.

Research and consulting diminished as I took a step back in 2023. However, the passion continues to find ethical and transparent ways to operate within fashion and create policies that demand transparency not only from the brand and tier one suppliers but from the entire supply chain, creating a closed-loop system.