on performance. Our team supports brands of every size in switching existing packaging lines to light- weight alternatives that meet the rising demand for greener, high-performance packaging that is fully recyclable. An End To Greenwashing ‘Sustainability’ itself isn’t a wholly new concept – and in fact today’s interpretation is vaguer and more nebulous. What an individual considers to be environmentally or socially sustainable can vary wildly, which means brands are not always compet- ing on a level playing field in this regard. The term ‘greenwashing’ has come to prominence, describing the process of a business or organization twisting, distorting or exaggerating their environ- mental impact. For instance, a symptom of green- washing might be when a business spends more budget on marketing itself as an environmentally conscious business than on reducing its tangible ecological impact. Over time, greenwashing has caused mistrust and confusion among consumers, in turn making sustainability less meaningful overall. To counter this rising problem, the UK’s Competi- tion & Markets Authority (CMA) is introducing the Sustainable Packaging (Cont’d from Page 3)
For the latest, up-to-the minute news in the Flexo Industry — acquisitions, installations, market trends, personnel changes — visit FlexoMarketNews.com EVERY day. On your laptop or mobile device. Green Claims Code. This is new guidance that aims to bring meaning and significance back to sustain- ability, while also providing new B2B and B2C pro- tections. The Green Claims Code applies six key principles that all sustainability claims must adhere to, covering on-pack, off-pack and digital commu- nications. Under the new guideline document, which ap- plies to all existing and new communications, sus- tainability claims must: • Be truthful and accurate • Be clear and unambiguous • Not omit or hide important relevant information • Make comparisons fair and meaningful • Consider the full life cycle of the product or service • Be substantiated Seeking Transparency In short, consumers are looking for transparency and authenticity, becoming more skeptical of sus- tainability claims – which means communication needs to be watertight, accurate and honest. One of the challenges for brand owners, partic- ularly in high volume product categories such as (Cont’d on Page 11)
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