LONDON — As environmental regulations become stricter and customers demand greater transparency, packaging companies are facing increasing pressure to ensure sustainability claims are supported by verifiable evidence rather than marketing language.

Industry guidance suggests businesses can reduce greenwashing risks by focusing on three principles: using evidence-based claims, evaluating packaging materials objectively, and communicating clearly about the environmental performance and limitations of packaging.

Evidence Becomes Essential for Environmental Claims

Packaging companies are increasingly expected to substantiate environmental claims with measurable data.

Examples of claims that can typically be verified include:

• Recycled material content
• Certified responsibly sourced fiber
• Measured reductions in carbon emissions
• Documented packaging weight reductions

In contrast, broad descriptions such as “eco-friendly,” “green” or “planet friendly” are becoming more difficult to justify because they imply an overall environmental benefit that may not reflect the complete life cycle of a product.

Life Cycle Assessment (LCA) is therefore becoming an important tool for evaluating environmental impacts across raw material sourcing, manufacturing, transportation, product use and end-of-life management.

Material Selection Requires a Balanced Assessment

The growing use of paper, fiber-based and bio-based packaging does not automatically result in lower environmental impact.

Each material presents both advantages and limitations depending on the application.

For example:

• Paper packaging benefits from renewable raw materials and well-developed recycling systems in many regions.
• Barrier coatings applied to paper may affect recyclability in some cases.
• Lightweight plastic packaging can reduce transportation emissions while providing strong product protection.
• Bio-based materials may offer environmental benefits, but performance depends on production methods, logistics and disposal infrastructure.

The article emphasizes that packaging materials should be evaluated based on overall environmental performance rather than public perception alone.

Transparency Reduces Greenwashing Risk

Many misleading environmental claims arise when marketing messages extend beyond the available evidence.

Examples highlighted include:

• Describing packaging as recyclable where suitable recycling systems do not exist.
• Claiming packaging is biodegradable without explaining required disposal conditions.
• Marketing packaging as plastic-free when plastic coatings or adhesives remain part of the structure.

Instead, companies are encouraged to communicate specific improvements supported by measurable data, such as:

• Percentage of recycled content
• Reduction in packaging weight
• Carbon emission reductions compared with a defined baseline

Providing clear explanations of calculation methods and product limitations can improve credibility with customers and regulators.

Regulations Increase Documentation Requirements

The article notes that evolving regulations are reinforcing the need for evidence-based sustainability reporting.

The European Union’s Packaging and Packaging Waste Regulation (PPWR) introduces new requirements covering areas including:

• Packaging recyclability
• Recycled content
• Packaging reduction
• Product labeling

To support compliance, companies are increasingly maintaining detailed documentation covering material specifications, certifications, testing results and supply chain data.

Trust Built on Verifiable Information

As environmental scrutiny increases, packaging companies are expected to place greater emphasis on independently verifiable sustainability information rather than broad environmental marketing claims.

Businesses that support claims with reliable data, transparent reporting and objective environmental assessments are likely to strengthen customer confidence while reducing regulatory and reputational risks associated with greenwashing.

Last Updated on 24/07/2026 by Jota Machinery