In a context of increasing ecological awareness, consumers are increasingly demanding in terms of transparency on the environmental impact of the products they buy.A clear and reliable labeling has become essential to gain their confidence.
The importance of transparency for consumers
According to an IPSOS study of 2022, 85% of consumers believe that the transparency of brands on their environmental practices is important.They expect precise information on:
- the composition and provenance of the products
- the materials used and their recycled/recyclable character
- Manufacturing processes and their carbon footprint
- Waste and packaging management
- Environmental certifications and labels obtained
Without these verifiable data, consumers are wary of allegations of sustainability, for fear of "greenwashing".
Good practices for effective environmental labeling
- Use recognized labels and certifications (European Ecolabel, NF Environment, etc.)
- Provide quantified information (% recycled materials, CO2 emissions, etc.)
- Adopt a simple and visual notation (scores A to G, color codes, etc.)
- Explain the calculation methodology of the environmental impact
- Communicate on the entire life cycle of the product
- Have the data certified by an independent third -party organization
- Train the sales teams to popularize this information well
Case studies of transparent brands
Ariston
The boiler manufacturer indicates their energy class, their CO2 emissions and the part of recycled plastic on its products.
Biolive
This organic olive oil brand details the carbon footprint from each bottle and compensates for the remaining emissions.
Lego
Since 2020, Lego has published sorting instructions so that the boxes are fully recyclable.
Too good to go
The app has the CO2 equivalent saved for each anti-waste basket purchased.
Yes Plast
The start-up indicates on its food packaging the exact composition of recycled plastic.
By being completely transparent, these brands meet the expectations of their customers, strengthen their credibility and differently differentiate themselves from their competitors.
