Carbon calorie counts, dresses made from recycled plastic and sweaters that claim to be climate-positive have become familiar fixtures for fashion brands seeking to engage an increasingly eco-conscious consumer base.

But as the industry has started to lean into demand for more sustainable fashion, it’s also facing increasing pressure to back up its claims. Consumers are becoming more savvy and calling out brands for greenwashing, or failing to operate in a way that matches their marketing. Regulators and advocacy groups are also paying more attention.

The result is a growing market for communications agencies that can help brands credibly navigate