Sustainability and Systems
Honest claims
Make sustainability claims specific, verifiable and proportionate.
Why it matters
Vague claims like 'eco-friendly' invite greenwashing accusations and are increasingly restricted in the EU. Specific, verifiable claims hold up.
Specific claims name the material, the amount and the proof. Broad claims without evidence mislead shoppers and carry legal risk.
How to apply it
- State the material, amount and proof
- Keep evidence ready
- Explain disposal clearly
Common mistakes
- Vague 'eco-friendly' language
- Implying the whole product is green when only the box is
Quick answers
What is Honest claims?
Make sustainability claims specific, verifiable and proportionate. Vague claims like 'eco-friendly' invite greenwashing accusations and are increasingly restricted in the EU. Specific, verifiable claims hold up.
How do I apply Honest claims in packaging design?
State the material, amount and proof. Keep evidence ready. Explain disposal clearly.
What are common mistakes with Honest claims?
Vague 'eco-friendly' language. Implying the whole product is green when only the box is.