Fair trade, organic, climate friendly and dozens of other features are stated on packaging of products and advertisements throughout all product groups in stores and online shops. But what are all these about? And are they even verified?
Consumers are more and more interested in purchasing environmentally friendly products. However, it becomes more difficult to properly classify those advertising claims. By now, half of all product packaging says “Made of recycled plastic”, but does it refer to the entire packaging or maybe just the label? Might the fair trade coffee be filled in a environmentally unfriendly packaging?
Misleading and unclear regulations, law again greenwashing in planning
In order to limit further misleading of consumers the EU commission is planning a law against so called greenwashing. But what does that mean, anyway? The term greenwashing is used for marketing tools that wrongly shine a positive light on products to make them appear environmentally friendlier than they really are. The list of examples is endless: the VW scandal, fair trade coffee filled in single serving aluminium caps or so called “conscious collections” of various fashion chains and so on. According to UWG (German Act against Unfair Competition) advertising claims must be truthful. However, smart marketing experts take advantage of loopholes and create formulations that are certainly true, but imply more customer value that is not given. In the near future, a law shall be passed to put an end to this business practices. Manufacturers will be forced to proof their advertising claims all along the product development process and supply chain. If a product claims to be manufactured climate neutral, the manufacturer has to provide evidence in the future.
Our aim for you
In case you wonder about how all this is related to us: every customer of ours is affected by this upcoming law. With our extensive experience we can help provide every proof you need as we know our partners’ raw material and packaging suppliers. We would be happy to support you in marketing decisions and find truthful claims that make sure to neither over- nor undersell your product.
As full service is our aspiration, we search for holistic solutions in every part of the developing process. We are here to help you create the ideal private label product. Therefore, our service goes far beyond the mere developing process. We will be glad to point out crucial factors to be considered, which nutrients your target group prefers and which ad claims you can use.
We’re looking forward to meet you!
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