20/06/2026
"Eco." "Biobased." "Climate friendly."
These words appear on a lot of packaging.
They do not all mean the same thing, and some of them mean very little at all.
The question worth asking is not whether packaging carries a green label but rather whether the system behind that label can be defended.
- Does the material actually move through a functioning recycling infrastructure - without pre-sorting, without specialist collection, without a customer who needs to know which bin?
- Is the sustainability claim based on a certified assessment or on a marketing decision? A claim that requires a footnote to hold up is not a claim.
Businesses making packaging decisions are increasingly being asked to defend their choices - by customers, by regulators, and by their own procurement teams.
The ones that can point to material origin, certified carbon footprint assessments, and paper recycling pathways that work in practice are better positioned than the ones that can point to a logo.
How do you currently verify the sustainability claims of your packaging suppliers?
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