Goodbye greenwashing! Are you prepared?

Environmental labels are to be found everywhere, in many types of goods, from food to clothing. For most of the consumers, these labels are confusing. “What do they mean? Are the claims real or not? Is this product really eco-friendly?” As a result, the overload of ecological claims ultimately leads to a significant loss of trust among customers. 

In the ever-expanding landscape of sustainable products, the words ‘eco,’ ‘natural,’ and ‘nature-friendly’ have become ubiquitous marketing tools, enticing consumers with the promise of environmentally friendly choices. The saturation of such labels imposes a challenge for genuine environmental claims. In response to this, the EU Parliament aims to address the issue by approving draft legislation to improve product labelling and durability.

How does the EU intend to stop greenwashing on labelling of products?

On September 19th the EU Parliament released the latest draft of the new green claims directive, guiding brand owners on how to communicate transparently on their sustainability claims. It can be considered as a uniformisation of practices ensuring clear and transparent communication.

What is the impact of the draft of the Green Claims Directive of 19th September?

If the text is finally approved, from 2026 it will no longer be possible to write phrases such as ‘zero impact’ or ‘carbon neutral’ on packaging unless it can be demonstrated. It is also intended to stop the exploitation, for advertising purposes, of the trading of uncertified CO2 credits.

How does this impact customers?

The goal  is to empower consumers with the information they need to make conscious and informed choices regarding the environmental impact of the products they purchase. In essence, the purpose is to create a win-win situation where consumers can trust the environmental claims on products, and companies are incentivised to produce more environmentally conscious and durable goods.

Why is empowering customers for the green transition so urgent?

The urgency is driven by the critical need to address environmental challenges. Adapting to ever-changing labelling legislation is not a choice if businesses wish to remain relevant in the market.

Companies that respond to this demand positively differentiate themselves in the market, fostering trust and loyalty.

How does this impact your business? 

The new regulation represents significant implications for brand owners.  

What are the main considerations to take into account? 

  • Labelling accuracy: environmental claims and labels should be accurate, and substantiated. That may involve revisiting and potentially updating current labelling practices. 
  • Consumer information: transparency means informing consumers about any repair restrictions, guarantee lengths, and other relevant information.
  • Avoiding misleading claims: avoid using generic claims like “environmentally friendly” or “eco” without detailed evidence.
  • Product durability: the regulation aims to discourage practices that limit a product’s life. Revaluate product design elements that may lead to premature malfunctioning. 
  • Marketing and brand image: be ready to adjust your marketing strategies to adopt genuine sustainability efforts.
  • Certification: consider obtaining certifications that support sustainability claims.

 

The question now is, how quickly can you adapt and ensure that your products align with these new regulations? Those brand owners who seize these challenges as opportunities stand to create a lasting impact on consumers and establish relevance in a fiercely competitive world.

What is the solution? 

Businesses will need to adapt and reconsider their current labelling and packaging strategy as the new regulation will require more information to be displayed on the product. While this t aims for transparency and consumer empowerment, it poses a challenge in seamlessly integrating comprehensive information without compromising the appealing design of your product. 

At Asteria, we go beyond providing authentic eco-friendly packaging and labels that have earned international and environmental certifications. We offer diverse solutions that effortlessly integrate detailed information without compromising your brand visuals. Here are just some examples:

  • Multi-layered labels are innovative labels that accommodate comprehensive product information without overwhelming your packaging, all while complying with regulations and enhancing your product’s appeal. 

  • Booklet labels are compact labels with multiple layers in a booklet-like structure with up to 56 pages. The space can be used for an enhanced customer experience with QR codes, loyalty offers, and other marketing initiatives.
  • Linerless labels are a sustainable solution that reduces unnecessary waste, contributing to environmental goals. By using this option, you demonstrate a commitment to eco-friendly practices and foster positive brand perception

Do you need help to navigate the changing regulatory landscape, strengthen your commitment to sustainability, and meet the evolving expectations of environmentally conscious consumers? 

At Asteria, we use our global knowledge to serve you locally with solutions that can help you stay ahead of industry challenges. Our teams of experts across Europe are ready to support your business to be aligned with the green claims endorsed by the European Parliament.

 

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