Why industry is going green on the quiet

'Secret sustainability' is on the rise, with companies loath to talk about their ecological credentials. Why?

There's a factory in Asia that uses only a single litre of water to make a pair of jeans. That's 346 litres less than Levi-Strauss estimated it took to make a pair of its jeans in 2015. Wouldn't you love to buy your jeans from this amazingly innovative factory? Me too, but I don't even know what it's called.

The manufacturer in question does not want to tell anyone about its groundbreaking water-conserving techniques - not even the companies it supplies. It is one of many practising "secret sustainability", whereby innovations are silently enacted and kept from the rest of the industry.