Taking the Complexity Out of Meeting Evolving Sustainability Laws and Regulations
Environmental protection laws and regulations continue to evolve, increasing the complexity of complying with a vast landscape of mandates across the globe. To successfully navigate that complexity, it is now imperative for brands to elevate the sustainability of their products and packaging and transparently communicate their sustainability story.
One of the recent developments on this front is the European Union’s (EU) proposed “Green Claims Directive.” Under this directive, indistinct business claims like eco-friendly, better for the planet, climate-friendly, and carbon neutral will disappear in the EU. The proposed EU Green Claims Directive seeks to protect consumers and the environment by addressing greenwashing (the practice of making a product appear to be more environmentally friendly or less environmentally damaging than it really is).
The Green Claims Directive sets out new requirements for ensuring environmental labels and claims are credible and trustworthy to allow consumers to make better informed purchasing decisions. Research by the European Commission revealed that there is a lot of consumer confusion and distrust surrounding product sustainability claims. That’s not surprising considering that this research found 230 sustainability labels in the EU with vastly different levels of transparency. According to this study, over half of these claims (53%) give vague, misleading, or unfounded information, and 40% of them have no supporting evidence.
Source: European Commission
If approved by the European Parliament and the European Council, the Green Claims Directive will require companies to substantiate green claims with scientific data and independent third-party verification. The Directive will apply to all voluntary business claims about the environmental impacts, aspects or performance of a product, service, or the business itself.
It’s not only EU companies that will have to meet the requirements of the Directive. The Directive also extends to companies outside the EU that target EU consumers, including businesses selling into the EU via e-commerce.
With environmental and sustainability laws continuing to evolve, increasing the complexity of the regulatory landscape, brands need to reevaluate packaging through the lens of compliance and transparency.
Compliance and transparency are easy when packaging is recyclable.
CCT’s recyclable aluminum EEASY Lid is a simple way for brands to futureproof their products, advance the circular economy and comply with evolving sustainability laws and regulations across the globe.
There is a lot of regulatory complexity in the world today, and navigating this complexity isn’t getting any easier.
Today, sustainable, compliant and EEASY make good business sense.
It’s time your brand moved to the EEASY Lid.
Contact us today to learn more.