Eco-labeling and Product Transparency

Not All Green Labels Are Created Equal: How to Avoid #Greenwashing and Build Trust! Did you know that 42% of "green" claims are exaggerated or misleading? 🌍💡 In today’s eco-conscious market, sustainability isn’t just a trend—it’s a trust factor. But here’s the catch: Not all "green" labels are trustworthy. Some are backed by rigorous certifications, while others are just clever marketing tactics designed to mislead. For businesses, this isn’t just a branding challenge—it’s a matter of credibility. 🔎 Consumers are more informed than ever. They’re scrutinizing claims, demanding transparency, and holding brands accountable. If your sustainability efforts aren’t genuine, they’ll see right through it. So, how can your business avoid greenwashing and build real trust? ✅ 1. Prioritize Transparency Don't just tell—show. Share the why and how behind your sustainability initiatives. Customers want to know the story behind your efforts, not just the end result. 🔹 What materials do you use? 🔹 Who makes your products, and under what conditions? 🔹 What impact does your business truly have? The more transparent you are, the stronger your credibility. ✅ 2. Choose Credible Certifications Not all labels are created equal. Opt for verified, reputable ones that hold real accountability: 🔹 B Corp – Measures social & environmental impact 🔹 Fairtrade – Ethical sourcing & fair wages 🔹 FSC (Forest Stewardship Council) – Sustainable forestry practices If you’re using a certification, make sure it aligns strategically with your values—not just as a compliance checkbox. 🚫 3. Avoid Empty Buzzwords Terms like “natural” or “eco-friendly” sound great—but without proof, they can backfire. 📌 In many regions, including the EU and the US, unsubstantiated claims are considered false advertising and can lead to legal consequences. Instead of vague claims, provide data and measurable impact. For example: ❌ "Eco-friendly packaging" → ✅ "100% biodegradable and compostable within 90 days" 🧐 How to Spot the Difference? Not sure how to distinguish trustworthy vs. misleading labels? Use this quick guide: ❌ Misleading Labels: (Vague terms like "green" or "eco-friendly", No proof or third-party verification, Overpromising impact) Sustainability isn’t just about slapping a label on your product—it’s about creating real, positive impact through your business practices. 📢 Have you ever spotted greenwashing in action? Drop a comment below! 👇 ♻️ If this post was helpful, share it with your network to spread awareness! #Sustainability #Greenwashing #EcoFriendly #SustainableBusiness #Transparency #BCorp #Fairtrade #FSC #EthicalBusiness #ClimateAction #SustainableLiving #GreenMarketing #BrandTrust

Is that ‘eco-friendly’ label a lie? Brands love slapping buzzwords like “zero-waste” and “carbon-neutral” on their packaging to win over eco-conscious shoppers. But greenwashing—faking sustainability without real change - is on the rise. What Is Greenwashing? When a company claims its products or services are environmentally friendly, without meaningful action or proof, that’s greenwashing. 4 Easy Ways to Spot It Vague Claims, No Credentials: If they tout “eco-friendly” or “organic” but lack certifications (USDA Organic, Fair Trade, etc.), question it. Token “Conscious” Collections: A single “green” line alongside mass-produced items often means surface-level commitment. One Biodegradable Product: Watch out if they promote one item as biodegradable while the rest contain harsh chemicals. Earthy Packaging, Empty Promises: Green and brown colors on the box don’t guarantee real sustainability - look for data, not design. Why It Matters Real Impact: With global warming worsening, we need corporations to cut emissions and waste, not just market themselves as green. Consumer Trust: Greenwashing betrays shoppers who pay premiums to support responsible brands. How to Buy Smart Check Certifications: Look for credible third-party seals. Read Ingredient Lists: Avoid mystery “fragrances” or toxic additives. Seek Transparency: Genuine brands share data on carbon footprints and waste reduction. Over to You: Does sustainability influence your buying decisions? What tips do you use to avoid greenwashed products? #sustainability #ecofriendly #greenwashing #marketing

The EPA is doubling down on EPDs. The "wild west" of carbon labeling is ending. For years, manufacturers have faced an impossible task navigating the sustainability landscape: • 460+ different sustainability standards and ecolabels • 100+ competing definitions of "low carbon" materials • A maze of certification requirements that vary by project, region, and buyer No more. The EPA has made major progress on their $100M program, and it changes everything. Their Label Program for Low Embodied Carbon Construction Materials will create the first standardized system for identifying and verifying sustainable construction materials. Here's why this matters: The federal government spends $690B yearly on construction materials - that's 2.5% of US GDP. They're using this massive purchasing power to create a single, clear market signal for low-carbon materials. No more confusion, no more competing standards. The program starts with the materials that have the highest emissions impact and federal spend: steel, glass, asphalt, and concrete But here's the game-changing detail that manufacturers aren't talking about yet: The EPA is removing the biggest barrier to entry: cost. They're offering FREE technical assistance to help manufacturers develop Environmental Product Declarations (EPDs). Think of EPDs as nutrition labels for carbon emissions - they're about to become the industry standard. What this standardization means for manufacturers: 1. One clear, federally-backed definition of "low carbon" materials 2. A three-tier labeling system (Good/Better/Best) that recognizes progress 3. No-cost EPD development support and technical assistance 4. Direct access to federal procurement opportunities The best part? The GSA has already procured $336M in low-carbon materials across 150 construction projects in 39 states - with zero cost premium compared to traditional materials. This isn't just another certification; it's the future of construction materials procurement. If you're a manufacturer: • Sign up for EPA's email list to access free technical assistance • Begin exploring carbon reduction opportunities in your processes • DM me, email me, or comment below for help with your EPDs The wild west had to end eventually. The future of construction materials is standardized, clear, and measurable - and it's happening now. Shout out Torey Lee Brooks and team who came to Greenbuild International Conference & Expo and spoke on this, inviting the industry in. #sustainability #manufacturing #construction #climate #EPD

This sustainability startup turned carbon footprint labels into a $4B marketing weapon. Allbirds engineered transparency into a demand signal that changed an entire industry. Their blueprint for values-driven commerce: THE ANTI-HYPE FOUNDATION While most DTC brands in 2016 were chasing hype and logos, Tim Brown and Joey Zwillinger went the opposite direction with: ✅A kickstarter launch: $120K in 5 days ✅Wool Runner: No logos, just merino wool comfort ✅1M+ pairs sold within 2 years ✅$1.4B valuation by 2018 They proved that substance beats style when executed with precision. TRANSPARENCY AS COMPETITIVE ADVANTAGE Competitors were hiding their environmental impact, and Allbirds made it their biggest selling point. In 2020, they became the first fashion brand to label every product with its carbon footprint: "7.6kg CO2 compared to 13.6kg for a typical pair of running shoes." This wasn't just marketing anymore. MATERIAL INNOVATION AS CONTENT STRATEGY Their supply chain became their story using: 👉SweetFoam™ made from sugarcane (open-sourced for competitors) 👉Tree fiber from eucalyptus 👉ZQ-certified merino wool from New Zealand 👉Partnerships with Braskem for carbon-negative materials They turned manufacturing into marketing, and transparency into trust. THE THREE-STAGE TRANSPARENCY TOF: Brand storytelling via sustainability media, transparency messaging, and B Corp certification builds awareness through values alignment. MOF: Product pages with carbon labels, supply chain transparency, and educational content convert curiosity into consideration. BOF: Direct-to-consumer focus, then selective retail expansion drives purchase decisions based on measurable impact. VALUES AS VIRAL ENGINE Instead of fighting Amazon's copycat shoe with lawyers, they wrote a public letter: "We're flattered, but we hoped you'd copy our sustainable materials too, not just the design." The response went viral across major media outlets, generating millions in earned media while reinforcing their brand positioning. MEASURABLE RESULTS FROM MEASURABLE VALUES The strategy delivered concrete outcomes with: 📈22% reduction in per-product carbon footprint in 2023 (to 5.54 kg CO2e) 📈B Corp score: 96.5 (18% increase since 2016) 📈Launching M0.0NSHOT in 2025—the first net-zero carbon shoe 📈Open-sourced the Recipe B0.0K for others to replicate Allbirds created something competitors can't easily replicate: a brand built on measurable impact, not just marketing claims. When your product IS your proof point, customers don't just buy shoes. They buy into a movement.

While many eyes are on potential shifts in U.S. trade policy, the European Commission is staying the course - today adopting the 2025–2030 working plan under the Ecodesign for Sustainable Products Regulation (ESPR) and Energy Labelling Regulation. This is regulatory consistency at its best: a clear signal to industry that Europe remains committed to building a competitive, sustainable, and resilient industrial base - regardless of global political turbulence. One of the question I have been asked many time is: What is coming first? And now we have the answer. The Commission will set ecodesign and energy labelling requirements for: 1) Steel & aluminium. 2) Textiles (esp. apparel). 3) Furniture, mattresses & tyres. Horizontal measures will follow, including: 1) Repairability scoring. 2) Recyclability and recycled content standards for electronics and electrical equipment. 3) Digital product passports to increase transparency and traceability. Here is my five points on what this means for manufacturers: 1) Product compliance is going upstream. It’s no longer just about end-of-life recycling or energy efficiency labels. Manufacturers will need to design for circularity - ensuring durability, ease of repair, reuse, and recycled content - from the very first engineering phase. 2) Data is becoming as important as design. The Digital Product Passport (DPP) will be the primary channel to communicate product information to customers, regulators, and partners. Manufacturers should begin structuring material, component and emissions data now to avoid future bottlenecks. 3) Regulation is aligning with competitive advantage. Those who lead on sustainability will gain access to public procurement opportunities, consumer trust, and preferential positioning across the Single Market. Compliance is no longer just a cost - it is a differentiator. 4) SMEs will not be left behind. The Commission explicitly notes the need for tailored support to smaller businesses. Manufacturers should actively engage now to ensure they influence what ‘reasonable’ looks like in their sectors. 5) Timing is tight, but the direction is clear. Requirements will be rolled out progressively between 2026 and 2030 - but preparatory studies are already beginning. Being early offers a strategic edge. This initiative is a cornerstone of the Clean Industrial Deal and the EU Competitiveness Compass. It is how Europe intends to lead - not just regulate - the global transition to a circular economy. Stability, clarity and direction - while others posture, the is how Europe show it will deliver. And we at 9altitudes have all the components to help you. #Ecodesign #SustainableIndustry #CircularEconomy #EURegulation #TradePolicy #DigitalProductPassport #Manufacturing #CleanIndustrialDeal #ESPR #9altitudes

20 years ago, transparency was seen as a risk. Today, it's become the strongest currency in building customer trust. Take ANITA DONGRE's brand- Grassroots. By being completely transparent about their: > Organic fabric sourcing > Fair wage practices > Sustainable production methods  They've built unprecedented customer loyalty. 65% of shoppers now switch brands based on supply chain transparency (FMI- The Food Industry Association Report, 2024) Transparency has become a cornerstone for fostering customer loyalty, and brands like Anita Dongre’s Grassroots are setting a powerful example. By openly sharing their methods and practices, they build trust with consumers who prioritize honesty and ethical sourcing. Today's customers invest in values, caring about product origins, makers, environmental impact, and fair labor. But here's what most brands miss: transparency isn't just about sharing information—it's about building trust. With over 20+ years in retailing across India, Pakistan, and Bangladesh, I’ve learned that: > Being transparent about challenges, processes, and mistakes turns customers into trusted partners who understand our value and commitment. > The future belongs to brands brave enough to open their books and share their stories. Because in today's connected world, the most valuable thing we can offer isn't just quality products—it's authentic transparency. What transparency practices would you like to see more brands adopt? #RetailStrategy #CustomerTrust

One clear trend among retailers is to move first and faster with their own labels on climate and sustainability initiatives. For example, Albert Heijn (Dutch grocer and Ahold subsidiary) has just begun displaying the climate impact of private label food & beverage products on physical packaging and online via a partnership with inoqo Technologies like these are making it far more economically and operationally viable to estimate and label thousands of products (if not entire assortments). There's a lack of standards around calculation and labeling, but it's not unrealistic to imagine these schemes proliferating and expanding in coverage. A few observations: 1. The product lifecycle analyses (LCAs) look like they're cradle-to-gate (point of raw production through to the retail stage) 2. The labels are quantitative -- that is, they disclose CO2e per kg of product (versus, say, a traffic light-style scheme like the Nutri-Score). These are the most precise approach to labels, but consumers aren't always sure how to interpret them. 3. That said, the product detail pages link to additional detail on calculation methodology and Albert Heijn's climate goals so interested shoppers can learn more. Here are a few links to product detail pages that display the new info (under "Klimaat"): https://lnkd.in/e_RWaj-a https://lnkd.in/ewhwAecr If you're interested in more insight on product climate footprinting and labeling, check out episodes 7 (with CarbonCloud) and 23 (with My Emissions) of the Decarbonizing Commerce podcast #carbonlabels #Sustainability #ClimateAction #GroceryRetail #Scope3Emissions

When Environmental Product Declarations (EPDs) first appeared in construction, they covered a handful of materials and were largely considered a way to check a transparency box. But a building is made of much more than concrete, steel, timber, glass and a few key interior finishes... Over the past decade - and thanks to a growing ecosystem of embodied carbon focused building and construction practitioners, policy-makers, and data & tool providers - EPDs have rippled outward to cover a vast number of construction product categories. What started with a short list now covers many components of a complex supply chain. That’s the perspective I carry, as I focus on supporting surfacing environmental impacts and helping to grow the EPD landscape in other sectors: 💻 A laptop isn’t just a laptop. It’s semiconductors, metals and plastics, batteries and displays. 🧥 A jacket isn’t just a jacket. It’s fibers and yarns, fabrics, dyes and finishing steps across countries. 🥞 A meal isn’t just what’s on the plate. It’s agriculture and harvesting, processing, packaging and even new ingredients made in labs. Every sector is complex. But construction has proven a path that points to starting with the obvious product and manufacturing hotspots, then building out an accessible data ecosystem that enables the whole system of components and materials to come into view. If it’s possible for something as complex as a building and all of its components, I think it’s possible for anything that we make. Follow product impact to see how ERG is helping to surface EPDs for other sectors, including providing analytics on the current landscape and growth of Product Category Rules and EPDs across Apparel, Electronics and more. #EPDs #PCRs #LCA #supplychaindata #impactdata #productimpact

Over the past few weeks, we’ve engaged in several discussions with our clients about the upcoming eco-design and product related transparency requirements in the EU.   While addressing compliance-related matters is necessary, it’s equally important to avoid getting stuck in the details. With a focus on the bigger picture, every risk also presents an opportunity.   What will your sector look like in 3, 5 and 10 years' time? Ensure that you’re making the right decision today, with a plan for tomorrow.   TRANSFORM The EU is pushing for a shift to a net-zero and circular economy. However, compliance is just one piece of the puzzle. It’s equally important to explore how these requirements, combined with other megatrends, will shape your business in the coming years. Consider how changing end-user needs and behaviors, AI and other disruptive technologies, the planetary crisis (climate change, biodiversity loss, pollution etc), resource scarcity, geopolitics and protectionism together with other relevant megatrends will affect your sector and your products and services going forward. ▪ How is your business responding to these changes? ▪ What will drive profitability in the future? ▪ How can you safeguard your products and business model for the long term? One thing is clear. To ensure a resilient business models for the future, there is a need to integrate companies’ digital and sustainability transformation agendas. We need to design profitable, user centric business models for a net-zero and circular economy and with respect for human rights. OPTIMIZE While understanding the bigger picture is crucial, action is needed to ensure compliance with upcoming regulatory requirements. Eco-design marks the first step in the transition towards circular business models. Developing products according to new demands and getting access to the required data takes time, so start in time. ▪ Identify product-specific regulatory requirements. ▪ Conduct lifecycle assessments (LCAs) to understand and reduce your products’ environmental footprint. ▪ Integrate eco-design principles into the design process. ▪ Design durable products that can be repaired, refurbished, reused, remanufactured, upgraded, and recycled (planned obsolescence is no longer an option). ▪ Ensure energy efficient products. ▪ Strive to use biodegradable and/or recycled and recyclable materials. ▪ Identify and minimize the use of substances of concern. ▪ Aim for supply chain transparency and traceability. ▪ Prepare to meet information requirements for digital product passports. ▪ Leverage digital solutions to enable a data-drive approach. Many of the requirements in the new EU regulations will cascade down global supply chains. So even if your company isn’t covered by these regulations, your business is likely to be affected if your customers, or your customers’ customers, are affected. #Semcon#Goodpoint#Knightec

♻ The European Parliament approved anti-greenwashing legislation🏷   🗯 At the plenary session yesterday, 593 MEPs voted to pass the directive while only 21 voted against. The deal still needs the approval of the Council of the European Union but this is likely to happen swiftly ⚖   🔎 Businesses of all manner of sizes and sectors will be impacted. The EU estimates that three-quarters of products sold within the bloc currently carry a green claim and has heard evidence that more than half of them are vague or misleading ❌ Generic environmental claims and other misleading product information will be outlawed: the directive aims to make product labelling more transparent and trustworthy by banning broad environmental claims like “environmentally friendly”, “sustainable” or “climate neutral”.   ⛔ Manufacturers will also not be allowed to say their goods are repairable if they are not and cannot force consumers to replace items - like printer ink cartridges - before they actually need to.   🛠 Early obsolescence : coupled with the directive on green claims is a new requirement for manufacturers and retailers to provide customers with information on the repairability of products. This information will need to be available at the point of sale. A wide range of product categories are covered including electronic goods, electricals and furniture.   👀 Guarantee information has to be more visible and a new guarantee extension label will be introduced   📝 Certification and labels : the use of sustainability labels will also now be regulated, given the confusion caused by their proliferation and failure to use comparative data. For existing labels, a review process will be kick-started, requiring schemes to have a third-party verification element to enhance their credibility and reliability. Each member state will have to select which “national competent authority” it will task with overseeing the ecolabel requirements. These can be existing regulators or watchdogs, or nations may wish to create new organisations.