Beyond the label: How packaging supports trustworthy sustainability claims

According to the European Commission, more than half of environmental claims made by companies are vague, misleading or unsubstantiated. With over 230 sustainability labels and 100 green energy marks circulating in the European Union¹, it’s easy to see why consumers are confused, and why credible, fact-based communication is essential.

That’s where new directives and legislative proposals come in. The direction is clear, with a straightforward but ambitious aim: to ensure that environmental claims are reliable, comparable and verifiable. What does that mean for product packaging?

Every touchpoint counts

Whether it’s a recyclability icon, a chain-of-custody label or a carbon footprint statement, packaging is where brands often express their commitment to sustainability. These claims should be supported by scientific evidence and independent verification, whether they relate to product features like 100% recyclable or broader terms such as sustainable.

We are seeing a shift from aspirational messaging to substantiated, data-driven communication across all sectors, which is essential for maintaining consumer trust and protecting brand reputation. For businesses that are continuously investing in responsible practices, this is more than a regulatory requirement—it’s an opportunity to stand out for the right reasons.

^{How brands are making sure their sustainability communication is clear and and reliable.}

What credible claims are built on

Even as the Green Claims Directive remains under debate², momentum for verifiable sustainability messaging is growing. The Empowering Consumers for the Green Transition Directive³, adopted in early 2024, bans vague or misleading environmental claims. Alongside this, several national laws are enforcing similar rules, with companies already facing legal action for greenwashing, demonstrating that scrutiny is rising with or without new legislation.

Many brands are taking proactive steps, revisiting how they communicate environmental impact, and working with recognised standards and certifications to provide clarity and traceability.

Building trust for the long term

Sustainability is a commitment backed by action, benefitting responsible brands and informed consumers alike. With certified sourcing, verified materials, and transparent documentation, our packaging solutions are designed to support your sustainability journey.

1. https://environment.ec.europa.eu/topics/circular-economy/green-claims_en
2. https://www.europen-packaging.eu/news/green-claims-directive-on-hold-turning-point-or-temporary-pause/
3. https://energy.ec.europa.eu/news/new-eu-rules-empower-consumers-green-transition-enter-force-2024-03-27_en