Greenwashing has become one of the biggest risks facing the packaging industry. Customers, regulators and investors increasingly expect environmental claims to be supported by evidence rather than marketing language.
Packaging companies can reduce that risk by following three key principles: base claims on verifiable evidence, assess materials objectively and communicate transparently about what packaging can and cannot achieve.
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Businesses that build trust through facts rather than slogans will be in a far stronger position as environmental standards tighten and customers become more informed.
Start with evidence, not marketing
Every environmental claim should answer a simple question: can it be proved?
A statement such as “contains 60% recycled plastic” can be measured. A claim that a carton is made from certified responsibly managed fibre can be verified. Saying that a packaging design has reduced carbon emissions compared with an earlier version is credible if the calculation method and comparison are clearly explained.
Broad statements are much harder to defend.
Terms such as “eco-friendly”, “green”, “sustainable packaging” or “planet friendly” suggest an overall environmental benefit. In reality, every packaging material has strengths and limitations. A pack may reduce plastic use but require more energy to manufacture. Another may be recyclable but difficult to collect or process in some countries.
This is why life cycle assessment (LCA) has become an important tool across the packaging sector. Rather than focusing on a single feature, LCA measures environmental impacts throughout a product’s life, from raw materials and manufacturing to transport, use and disposal. It helps businesses understand trade-offs instead of highlighting only the most favourable result.
The UK’s Competition and Markets Authority also reminds businesses that environmental claims must be truthful, clear and backed by evidence. Even a technically accurate statement can be misleading if it creates the wrong overall impression. Companies are expected to consider the full life cycle of a product when making environmental claims and explain any important limitations.
For packaging companies, this means keeping detailed records throughout the supply chain. Material specifications, recycled content, certification, testing results and manufacturing data all help support credible claims if customers or regulators ask for proof.
Choose materials for performance, not perception
Paper packaging, fibre-based solutions and bio-based materials are attracting growing interest as businesses reduce their dependence on conventional plastics. Yet changing materials does not automatically make packaging more sustainable.
Paper is a good example.
Many customers associate paper with recyclability and renewable resources. In many countries, paper and board also benefit from well-established recycling systems. These are genuine strengths.
However, paper packaging often requires coatings or barrier layers to protect food, liquids or sensitive products. Some of these additional materials can make recycling more difficult. Heavier paper packaging may also increase transport emissions compared with lightweight alternatives.
The same balanced approach applies to bio-based materials such as mycelium. Packaging made from fungal root structures combined with agricultural waste has attracted attention as an alternative to expanded plastic foams. Studies have shown promising environmental performance in some applications, although results depend on manufacturing methods, transport distances and disposal systems. Like every packaging material, it performs well in some situations and less well in others.
Plastic should also be assessed objectively.
Traditional plastics continue to provide excellent barrier properties, low weight and strong product protection. In sectors such as food, pharmaceuticals and healthcare, these characteristics often help reduce product waste, delivering important environmental benefits.
The key question is not whether paper, plastic or bio-based materials are inherently better. It is whether a packaging design provides the required protection while reducing its overall environmental impact in the markets where it will actually be used.
The answer will vary from one product and application to another.
Build trust through transparency
Greenwashing often begins with good intentions. Marketing teams want simple messages. Designers want packaging that looks natural. Sales teams want to highlight sustainability achievements.
Problems arise when those messages extend beyond the available evidence.
For example, describing packaging as recyclable may be misleading if local recycling systems cannot process it. Calling packaging biodegradable without explaining the required disposal conditions may confuse customers. Claiming a package is plastic-free when it contains plastic coatings or adhesives can also create legal and reputational risks.
Clear communication is becoming just as important as good packaging design.
Companies should explain exactly what has improved. If recycled content has increased, state the percentage. If packaging weight has been reduced, explain by how much. If carbon emissions have fallen, identify the comparison being used and how the calculation was carried out.
Regulation is reinforcing this more transparent approach. The European Union’s Packaging and Packaging Waste Regulation (PPWR) introduces new requirements covering recyclability, recycled content, packaging reduction and labelling, while implementation guidance continues to clarify expectations across the packaging supply chain.
The strongest sustainability stories are built on facts rather than slogans.
Packaging companies that invest in reliable data, independent testing and transparent reporting are likely to gain a competitive advantage as customers become more informed and regulations continue to evolve.
Greenwashing is becoming harder to hide. Honest communication is becoming easier to recognise.
In the years ahead, the most successful packaging businesses will not be those making the biggest environmental promises. They will be the ones making claims they can clearly explain, confidently verify and consistently prove.
