Green Claims Code turbocharges the power of packaging

This weeks preceding with the United Nations’ Climate Change Conference COP26 saw the Competition and Markets Authority (CMA) publish a new Green Claims Code. This is designed to help businesses comply with existing laws when communicating sustainability messages to consumers.  

Compliance with the code is intended to end misleading environmental claims, signalling the beginning of the end for greenwashing.  

Zoe Brimelow, Duo UK Brand Director said on the news “It’s a move that will also encourage businesses to seek out ways of further reducing carbon footprints to ensure they remain a convincing part of the sustainability considerations that influence purchasing.  

This news is hugely positive and most welcome. Looking beyond sustainability, publication and enforcement of the code will also provide further benefit for customer service and the sales potential of packaging, which will drive innovation.”  

What is the Green Claims Code 

In summary, the Green Claims Code is based on six principles that will require companies to ensure their sustainability communications are truthful and accurate, clear and unambiguous, do not hide or omit information, make fair and meaningful comparisons, consider the full life cycle of a product or service, and are fully substantiated.  

Compliance with the code will see particular focus placed on statements, symbols, logos, graphics, colours and product brand names used to communicate green credentials. Many of these marketing messages are commonplace on delivery packaging, which creates huge opportunity for mailing bags to become and even more important tool for engaging customers and building brand loyalty.  

There are two key points for customer interaction for delivery packaging: 

1. When a shopper opens their ecommerce order, and the packaging becomes the last point of contact before they reach their purchased product.  
2. When a consumer has decided to keep or return their purchase. Its then that they revisit the packaging as they consider its disposal or reuse.  

During both of these moments, packaging commands the attention of consumers and has the power to inform them, reassure them and satisfy any desire for further information.  

With the code leading to more accurate and reliable green claims, this means that on pack sustainability messaging can strengthen a shopper’s perception of a brand, build loyalty and allay any potential environmental concerns or misconceptions they may have about the packaging material being used. The packaging is essentially acting in a customer service and sales capacity for retailers.