“Brands need to do better when communicating sustainability values” says C.L.A.S.S. CEO & founder Giusy Bettoni to Martino Carrera of WWD. The influential magazine has dedicated a full page article to C.L.A.S.S. commitment to help professionals in the fashion and textile business in becoming more competitive and sustainable at the same time.

“In the past four to five years, a lot of companies have invested in responsible innovation, but that is not communicated properly because it is not believed   as a value consumers would care about.” Says Giusy Bettoni to WWD.

But consumers do care about sustainability. That is why smart innovation should come along with smart communication: companies must narrate their story-making so that consumers will be able to discern green washing from true commitment and achievement.