Clarity AI, a leading global sustainability technology platform, has announced that the positive attention received last week by Patagonia and the negative attention garnered more than a week earlier by H&M and other fast-fashion brands have obscured the reality of what can truly save the planet.

A few days ago, Patagonia chairman Yvon Chouinard announced that he would donate the entire 3-billion US dollar company to fight climate change. Social media users shared this news energetically, expressing their support for Y. Chouinard. The story spread quite rapidly and extensively.

Another story this summer concerns the fast-fashion giant H&M. A class-action lawsuit has been filed against it, initiated by a student. The complaint concerns misleading claims regarding sustainability, as well as the fact that H&M employs a fast-fashion business model while simultaneously working on a more sustainable business model.

Around the same time, regulators in Europe began a crackdown on inaccurate claims. The Norwegian Consumer Authority (NCA) concluded that H&M’s use of sustainability data was non-compliant. Subsequently, the United Kingdom’s Competition and Markets Authority launched an investigation to verify whether the sustainability claims of three brands are genuine.