Packaging Summit 2021
Talk: Advertising plastic sustainability – recognised and legally sound
Sustainability promises are in high demand. All organic, fair fashion, 100 % recycled, free from microplastics! More than 1,000 different logos promising sustainability and environmental awareness are circulating on the German market. Sustainability communication is THE dominant marketing trend, one that is only now really picking up speed and will stay with us for quite some time. Because the customer verdict is clear: recent representative consumer studies show that consumers place particular value on environmentally friendly products and packaging – and are willing to dig deeper into their pockets for them.
So there is (fortunately!) no way around the subject of sustainability any more.
Customers are annoyed: widespread mistrust of fake seals
If a product carries a seal, both the willingness to pay and the willingness to buy increase. But the problem quickly becomes apparent: a logo is not a seal. A promise is not a guarantee. Consumers find themselves in a “logo” jungle of self-declarations, opacity, unverifiability and false promises. In short: greenwashing is rife everywhere. False statements or embellished promises do not only annoy customers, however – in individual cases they are actionable, as a number of court rulings have already shown. What is more: credibility suffers, customer trust is lost, and the image of both company and product takes considerable damage.
Advertising plastic sustainability with flustix – recognised and legally sound
flustix is the only independent, internationally recognised seal for plastic sustainability. flustix awards its seals only after strict examination through independent laboratory testing by the Wessling Group and independent conformity assessment by DIN CERTCO (TÜV Rheinland). Certified products can be viewed and traced online at any time via the DIN CERTCO (TÜV Rheinland) website. That ensures maximum transparency of information. flustix is recognised and recommended by NGOs, the German Environment Agency, the German federal government and many others.
