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Sustainability more important than health

According to Innova Market Insights, sustainability is the No. 1 trend we will see in 2022. Sustainability is considered more important than health by consumers. Trust and transparency play a key role here. To what extent are your label texts and packaging already ready for this conscious consumer?

Communicating sustainably

For consumers, it is nice to exude a good balance between ego and eko. Ego can be in the form of tasty, convenience or cheap. At the same time, it is nice if you contribute to eko, such as animal welfare, nature or climate. The time when eko was only for the "woolly-headed type" has really passed. Indeed, consumers are expecting more and more from companies in terms of sustainability. So it is important to inform consumers well about this.

Beware of greenwashing

To prevent greenwashing, the Consumer and Market Authority (ACM) has drawn up rules of thumb for sustainability claims. This states, for example, that for the claim 'CO2 neutral' you must be able to demonstrate a CO2 emission calculation and that you may only use this claim if you both reduce and compensate CO2. The Advertising Code Committee (RCC) also oversees the correct use of claims. For example, a company may not use symbols, images or labels that create the wrong impression. Misleading claims do not always have to be made intentionally. In most cases a claim is used with the best of intentions that then turns out not to comply with the rules of thumb of the ACM or the RCC.

Sustainable packaging

A sustainable message to consumers is about the big picture. The material choice of the packaging also determines its appearance and can potentially substantiate your sustainability claim. A brand owner is even required to keep a packaging file substantiating that the packaging meets the essential requirements! One such requirement is that the composition and nature of the packaging (volume and weight) must be as low as possible. In addition, the extent to which packaging is suitable for reuse and recovery must be substantiated.

Want to learn more about sustainability claims and sustainable packaging?

For more information, contact us at +31 (0)30 - 65 66 010 or email info@precongroup.com.

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