Say It Right: How to Talk Honestly About Your Sustainability Efforts

In the packaging world, “sustainability” is one of the most powerful (and sometimes most misused) words out there. Brands know consumers are paying attention to eco-friendly claims. They also know that sustainability sells. But here’s the catch: today’s shoppers are smarter, savvier, and quicker to fact-check than ever before.

When a brand makes a claim that isn’t accurate or is too vague, it can cross into greenwashing territory. That’s when well-meaning marketing turns into misleading messaging, and it’s not just bad for your reputation, but it can also land you in hot water with regulators.

The good news? You can talk about your sustainability efforts in a way that builds trust and loyalty without exaggerating or overpromising. Here’s how.

Why Words Matter in Sustainable Packaging

You’ve put in the work to make your packaging more environmentally responsible. Maybe you’ve switched to recycled content, cut down on material usage, or sourced from a supplier who meets strict environmental standards.

All of that is worth talking about, but how you talk about it matters just as much as the work itself. Overly broad statements like “eco-friendly” or “green” might sound good, but without context or proof, they leave customers wondering: What does that actually mean?

Being specific and transparent makes your message stronger and keeps you credible.

Step 1: Know the Difference Between Sustainable and Sustainable-Sounding

The packaging industry has its share of buzzwords. Words like “eco,” “earth-friendly,” and “natural” are attention-grabbing, but they’re also vague. Without hard facts, they can be seen as marketing fluff rather than meaningful information.

Instead of vague claims, go specific:

Vague: “Our boxes are eco-friendly.”
Better: “Our boxes are made with 50% post-consumer recycled paper, sourced from FSC-certified suppliers.”

By replacing feel-good words with measurable details, you’re showing (not just telling) what makes your packaging better for the planet.

Step 2: Back Up Every Claim

If you say it, be ready to prove it. This is where certifications, third-party verifications, and data come into play.

Examples of proof you can share:

Certifications: FSC®, SFI®, PEFC™, BPI compostable logo, ASTM D6400, How2Recycle® labels.
Material details: Percent recycled content, compostability standards, recyclability by region.
Lifecycle information: Energy savings, water use reduction, and carbon footprint data.

Example in action:
Instead of “Our mailers are biodegradable,” say:

“Our mailers are certified compostable in industrial facilities under ASTM D6400 standards.”

The more concrete your proof, the more confident customers feel about trusting your claims.

Step 3: Be Honest About Trade-Offs

No packaging material is perfect. Switching to compostable films may mean higher costs or limited disposal options. Using recycled paper may require more sourcing time. That’s okay, own it.

Example:

“Our mailers are recyclable in most curbside programs, but they are not compostable. We chose this option to ensure accessibility for the majority of customers.”

Acknowledging limitations doesn’t weaken your message. It strengthens your authenticity.

Step 4: Talk About the Journey, Not Just the Destination

If you’re not “100% sustainable” yet (and honestly, few companies are), that’s not a problem. Share your progress and your goals.

Example:

“Right now, 30% of our packaging is made from recycled materials. Our goal is to reach 50% by 2026, and we’re working with our packaging supplier to make that happen.”

This “work in progress” approach shows you’re committed to continuous improvement, not just hopping on a trend.

Step 5: Make It Educational

One of the best ways to talk about sustainability is to help your customers use your packaging in the most responsible way possible.

Ideas to make your packaging educational:

Print disposal or recycling instructions directly on the packaging.
Use icons that indicate compostable, recyclable, or reusable status.
Add QR codes that link to a page with end-of-life instructions and sustainability info.

When you educate your customers, you empower them to take action and you make your brand a partner in sustainability.

Step 6: Collaborate with Your Packaging Partner

Sourcing sustainable packaging isn’t always straightforward. There are material choices, compliance standards, and cost factors to consider. Working closely with your packaging supplier can help ensure:

Your sustainability claims match the materials you’re actually using.
You have access to the proper documentation for certifications.
You’re prepared to answer customer questions with confidence.

A trusted packaging partner will help you navigate the complexity so you can communicate your efforts accurately.

The Takeaway – Credibility Is Your Best Sustainability Tool

Sustainability in packaging is about more than materials. It’s about truth, transparency, and trust.

When you avoid vague language, provide proof, acknowledge trade-offs, and share your progress openly, you position your brand as authentic and responsible. And in a marketplace where consumers are looking for brands they can believe in, that authenticity is more valuable than any marketing slogan.

Bottom line: If you say it right, your customers will believe it, and they’ll remember your brand for it.