"Rethinking Tomorrow" Seminar Series – Selling Sustainability: Claims, imagery, and reality in fashion and cosmetics

Dr. Jennifer Lynes is an Associate Professor at the University of Waterloo and a leading expert on the intersection of marketing, consumer behaviour, and sustainability.

In digital retail environments — where visuals, certifications, and brand storytelling heavily influence purchase decisions — how are brands communicating the environmental and social value of their products?

Against the backdrop of rapid industry growth and intensifying scrutiny over supply chains and waste, this interactive seminar uses fashion and cosmetics as a lens to examine the boundary between credible green claims and greenwashing, alongside the representation of social diversity in visual storytelling.

Grounded in over a decade of hands-on research, the seminar will discuss critical insights into how brands and retailers convey sustainability, along with strategies for more authentic communication across diverse consumer sectors.