Packaging Sustainability Claims are under growing attention as new rules in Europe aim to stop vague or misleading environmental messages.
The European Commission claims that more than half of the environmental claims that companies in the European Union make are either unclear, misleading or unproven. There are over 230 sustainability labels and a hundred green energy marks in circulation and there is confusion. New guidelines are currently being presented with a view of bringing sanity and confidence.
The goal is not a complicated one, but rather challenging: to make environmental claims reliable, comparable and verifiable. To the packaging companies, retailers and suppliers of FMCGs, this transition brings about new requirements and new opportunities to outshine in the market.
Packaging is at the centre of brand communication of sustainability. With recyclability symbols or carbon footprint statements, where trust starts or where it crashes can often be the pack. Such assertions as 100% recyclable or sustainable now need science and independent verification.
This is not just a burden to regulation to businesses that have invested in responsible practices. It is also a chance to demonstrate openness and win more consumer trust. With sustainability becoming an action rather than a dream, clear data-driven communication of companies will be in a better standing both with regulators and buyers.
Early in 2024, the Empowering Consumers for the Green Transition Directive is already implemented by the European Union. This legislation prohibits illusive or vague environmental claims. European national regulators are also tightening up on enforcement. Greenwashing is now being challenged in actual legal cases against companies.
Although the proposed Green Claims Directive is still controversial, there is an upward trend. The retailers and brand suppliers are coordinating their packaging message beforehand, with recognised standards and certifications. The emphasis is made on traceability, verified sourcing and documentation which can stand to inspection.
In the case of supermarkets, the difference makes a lot. The category trust, shelf appeal and compliance risk are affected by packaging claims. Customers must deal with suppliers who can comply with the new regulations and not fall into a negative image. In their turn, suppliers will have to provide plausible evidence behind any sustainability message on the pack.
The long-term impact is clear. Sustainability statements are becoming a compliance and risk strategy of every FMCG business. It will be the norm to have clarity in communication through packaging.
Packaging Sustainability Claims will remain a key issue as European regulators and global markets demand greater honesty and transparency from all players in the value chain.
