In recent years, there has been a noticeable increase in environmental messaging and information on the packaging of everyday products. This information often includes references to the environmental impact of the product. Terms like “sustainable”, “eco- green”, “eco-friendly”, “ecological”, “reduced carbon footprint”… have become ubiquitous on product packaging and are now part of our everyday consumer experience.
Unfortunately, some of these so-called “eco-friendly” terms can be deceptive, misleading, and, in the worst cases, even fraudulent. As W. E. Deming once said, “Without data, you’re just another person with an opinion”, and the increasing trend of vague and misleading environmental claims is based on this principle.
A general environmental claim, unsupported by certified sustainability labels, lacking data and specifics, and without references to regulations and laws can be misunderstood by end consumers, and it can lead them to mistakenly choose a product as environmentally friendly just because of a label with a few strategic keywords or appealing graphics.
Legislation Against Greenwashing
The practice of “Greenwashing” involves conveying a false impression of environmental sustainability by using incomplete, vague, misleading, or even false information. In response to this issue, the European Union has recently revised the legislation on Empowering Consumers for the Green Transition through better protection against unfair practices and through better information (EU Directive 2024/825).
The legislation covers not only environmental information and claims but also aspects related to circularity, durability, reparability, and recyclability of products. It also addresses the idea of “planned durability”, which favours replacement over repair, and the broad topic of (full or partial) warranty of a good. Being well-informed will help citizens avoid the intentional or unintentional pitfalls of Greenwashing.
The task of ensuring accurate, thorough, consistent, and comparable environmental reporting is a complex one. In a recent address to investors at the end of 2023, Unilever CEO Hein Schumacher announced that the company will be adjusting its sustainability goals to be more realistic and attainable.
Clear and understandable information based on consolidated data from reliable experts with detailed knowledge of environmental communication who often collaborate synergistically to achieve a truly circular economy is essential.
A Consortium on the side of the consumer
A great example of synergies is the Italian C.A.R.P.I Consortium (Consorzio Autonomo Riciclo Plastica Italia). It was established in 2007 by a group of entrepreneurs to bring together various Italian companies involved in the recovery, recycling, and transformation of plastic waste from private domains. C.A.R.P.I. aims to represent and support the stakeholders in the recovery, recycling, and transformation supply chain to promote environmentally friendly and sustainable plastic waste management. Its goal is to ensure the proper disposal of waste and create new resources.
Click the link below to access EU Directive 2024/825 in English: https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX:32024L0825