April 08, 2025
Sustainability is no longer just a competitive parameter — it is an expectation of consumers, business partners and regulators alike.
As more companies shift to more environmentally friendly solutions, the communication of sustainable packaging becomes a key element and thus an incredibly important part of brand credibility and market perception of it.
But how do you ensure that the communication around sustainable packaging is clear, honest and value-creating?
One of the biggest pitfalls of sustainability communication is greenwashing — when sustainable claims cannot be substantiated.
Therefore, it is important to be specific: Is the packaging recyclable, bio-based, made from recycled materials or optimized for logistics? Each improvement must be able to be documented and explained in a context that makes sense to the recipient.
Instead of writing “eco-friendly packaging”, write: “The packaging consists of 85% recycled cardboard and is optimized to reduce CO2 emissions by 20% during transport.”
In communicating sustainable packaging, substantiating one's claims is a key factor in avoiding legal problems such as greenwashing scandals.
Communicating sustainable packaging needs to take into account who you're talking to and can vary greatly depending on who you're targeting.
A CSR officer in a larger company will need technical details and documentation, while an end user will often focus on simplicity and recognizability.
In both audiences, however, claims must be substantiated!
Visual elements such as icons, infographics, and labels make it easier for the recipient to decode information. In addition, the packaging design and printing surface can be actively used to tell the story of the sustainable choices.
Use e.g. QR codes on the packaging that link to a page with more information about materials, production and waste sorting so that the customer can become more aware of the product's journey.
People remember stories -- not numbers. Therefore, it is useful to tell about the journey behind your packaging choices. What were the challenges? What did you guys learn? What would you like to improve next time?
It shows that sustainability is a process -- not an item on a checklist. This is nothing to be ashamed of, as there are many companies that use this strategy, and the consumer is more likely to be happy to see a company that fails but tries than one that is opaque or lies about their green initiatives because it seems sneaky and untrustworthy.
Use certifications and third-party analytics as part of your sustainable packaging communication. It increases confidence and minimizes the risk of criticism.
For example, these could be labels such as; FSC, Cradle to Cradle, EU Ecolabel, or own LCA analysis, etc.
Effective communication of sustainable packaging is not just about saying the right things — it's about being able to meet targets for them.
With transparency, targeted content and visual support, your business can create both credibility and commercial value through packaging.
Do you want a packaging that is sustainable and without a doubt communicates this correctly to the consumer and the rest of the outside world? So don't wait any longer, contact Packwise todayLet us help you with the right packaging.
Also read these relevant articles:
Article, CSR.dk: That's why ESG people need to step up in communication
Blogpost: Sustainable packaging design
Blogpost: Sustainable packaging solutions
Do you have any questions for us? Please do not hesitate to contact us immediately. Contact us here
We have a lot of different products and packaging.
Explore our product catalogue. Go to product catalog
You are always welcome to contact us. Whether it is sparring, a concrete inquiry or ideas for cooperation and development, we are happy to engage in dialogue and look at the possibilities together.
