FROM THE STUDIO

Touting the sustainable merits of packaging can invite increased consumer interest and virtues to brand reputation, which is why so many businesses happily promote their choices and spread awareness of their importance. Sustainability is one of the highest priorities for consumers at present when choosing brands and products, a factor that has led some to make misleading claims about their products. 

Proctor and Gamble’s Head & Shoulders shampoo bottles were criticised for being marketed as sustainable despite containing a blue dye that rendered them non-recyclable. L’Occitane’s Eco-Recharge refill range was also pulled up for being an unnecessary use of packaging despite claiming to reduce packaging waste generation. 

More and more brands are accused of ‘greenwashing’, the deceptive use of sustainability marketing to persuade public opinion of their values and goals. How can consumers navigate the murky seas of sustainability in a world where consumers are urged to do the right thing? And how can authentically sustainable brands make it easier for consumers to trust them?

In this article, we will debunk sustainability certifications found in packaging design.