Packaging doesn’t just hold products, it communicates values. In 2025, more customers scan packaging for eco-friendly claims before making a purchase. But as “greenwashing” scrutiny rises, the challenge for brands is clear: how do you make credible sustainability claims on packaging that customers can trust?
Why Do On-Pack Claims Matter So Much?
- Influence on buying decisions: Shoppers are more likely to pick brands that clearly show eco-benefits.
- Regulatory pressure: Governments are tightening rules on environmental claims to prevent misleading marketing.
- Brand trust: Honest claims help avoid backlash, negative reviews, and loss of credibility.
Which Sustainability Claims Build the Most Trust?
- Certified Compostable or Recyclable
- Claims backed by certifications like BPI, OK Compost, or How2Recycle carry credibility.
- Customers trust logos and labels far more than vague “eco-friendly” text.
- Material Transparency
- Clearly stating “Made with 70% recycled fiber” or “Uses RPET” builds confidence.
- Percentages or specific material details reduce ambiguity.
- Impact Numbers
- Highlighting measurable savings, e.g., “Cuts CO₂ by 20% compared to virgin plastic.”
- Data-driven claims resonate with eco-conscious buyers.
- Third-Party Verified Claims
- Partnerships with recognized organizations (e.g., FSC, USDA BioPreferred) prove legitimacy.
- Simple, Honest Wording
- Phrases like “Reusable up to 10 times” or “Industrial composting required” avoid overselling.
- Clear disclaimers strengthen trust rather than weaken it.
What Should Brands Avoid to Prevent Greenwashing?
- Vague language: Terms like “eco-friendly,” “planet-safe,” or “green” without proof.
- Over-claims: Suggesting packaging is 100% sustainable when it isn’t.
- Hidden trade-offs: Highlighting recyclability while ignoring non-recyclable coatings.
- Inconsistent use: Changing claims across SKUs creates customer confusion.
How Can Businesses Implement Trusted Claims?
- Audit current packaging: Identify which materials and certifications you can confidently promote.
- Standardize wording: Use consistent claim language across all product lines.
- Work with suppliers: Ensure you have documentation to back every claim.
- Educate staff: Sales and marketing teams should know the difference between claims and certifications.
Final Thoughts
In 2025, packaging claims are as much about credibility as they are about marketing. The most trusted claims are transparent, certified, and measurable, not vague promises.
At Direct Source Procurement (DSP), we help businesses design packaging that carries credible, certification-backed sustainability claims. Contact DSP today to ensure your packaging builds trust instead of risking greenwashing.
FAQs
1. Why are on-pack sustainability claims important?
They influence customer buying decisions, strengthen brand trust, and ensure compliance with tightening green marketing regulations.
2. Which sustainability claims are most credible?
Claims verified by third parties — such as “Certified Compostable,” “FSC Certified,” or “Made with 70% recycled fiber”, build the most trust.
3. What’s an example of greenwashing in packaging?
Using vague terms like “eco-friendly” or “planet-safe” without certification or proof is considered greenwashing.
4. How can brands make trustworthy sustainability claims?
Use measurable data, transparent materials lists, and verified certifications to substantiate every environmental statement.
5. Should brands include disclaimers on packaging?
Yes, clear notes like “Industrial composting required” enhance transparency and protect against misleading claims.
