Earth Month: Greenpeace — Destination Zero — Seven Years Of Detoxing The Clothing Industry

Despite, or perhaps because of, the scale of the problem, and due to how personal it is, Greenpeace’s detoxing the clothing industry video mostly leads to withdrawal from audiences.  

Screened August 2018 | 72 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

Screened August 2018 | 72 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

What engages?


No moment delivers above-benchmark levels of Attention, Connection and Encoding simultaneously

What fails to engage?

[0:10-0:31; 0:38-1:15; 1:29-1:33; 1:40-1:50]

  • Text on screen: Hidden beneath that colour, Invisible Toxic Chemicals that textile producing companies use for washing, dyeing and printing fabrics, polluting waterways and sometimes even people’s drinking water. Well known fashion brands knew very little about how their products were manufactured.”

  • A great swathe in the middle of the video aims to educate the general public on the initiative. The video describes the initiative to get fashion brands to sign onto the Detox Commitment “to eliminate discharges of hazardous chemicals by 2020”. It lays out the Roadmap: “Blacklist the most hazardous chemicals and eliminate their discharge into wastewater by 2020. Openly publish wastewater testing results and suppliers lists. Eliminate and substitute harmful chemicals with safer alternatives”

  • Text on screen: Why do 85% of global fashion companies still pollute our rivers and oceans? 

  • Detox our Future is read from a bird’s eye view on a beach. The shot cuts from the beach to a call to action to read the Greenpeace report, followed by the Greenpeace logo. 

Additional thoughts: 

Peak moments of Attention and Connection occur when a man emerges from a high street fashion outlet with his face blurred out. The text on screen reads “Ignorance is no longer an excuse for inaction. Clean fashion is possible. Detox Now.” 

Other brief moments of over-benchmarks scores include “Today, 80 major companies and suppliers have committed to detox” and “The impossible became possible: Detox companies now take responsibility for their supply chain”. 

This is a highly personal topic, with the potential to spur significant introspection and consideration of one’s consumption behaviour. However, we don’t observe that here. Instead, the focus is on complex supply chains, Greenpeace’s response and company action. We’ve observed positive responses to company action here and here. And the responses in this spot are positive, but unfortunately not as strong. This is more due to the complexity of the topic in question. 

For more about reading and interpreting this analysis, click here