Increasing demands on sustainability communication are presenting new challenges to the packaging industry. Since September 27, 2026, stricter rules have been in effect in Germany under the EU directive „Empowering Consumers for the Green Transition“. These aim to prevent blanket terms such as „environmentally friendly“ or „climate-friendly“ without corresponding proof. Sustainability seals are also only permitted if they are based on an recognized certification system.
Companies that have so far relied on a communicative use of sustainability promises must now adapt. The new regulations aim to make the difference between a „green veneer“ and actual sustainability performance visible. Companies that invest in material reduction, better recyclability, or the use of recycled materials could benefit from these changes. For brand-product and packaging manufacturers, this opens up new opportunities for differentiation in the market.
Consumer perspective in focus
A recent study by Simon-Kucher shows that consumers rate specific characteristics of sustainable packaging higher than labels. 49 percent of respondents stated that low material use is an important identifying feature, while only 26 percent considered official environmental labels to be decisive. These results underscore that measurable characteristics may be more important for perceiving sustainable packaging than mere labels.
Competitive advantage through genuine sustainability
The new EU rules offer companies the opportunity to stand out from the competition through credible statements and demonstrable improvements. According to Simon-Kucher, the strategic opportunity lies in making concrete sustainability achievements more prominent. Companies that can clearly and credibly communicate progress create a better foundation for standing out from the competition. The new requirements focus the attention on actual sustainability achievements, which is particularly beneficial for those companies that achieve demonstrable progress.
The new rules are thus not just a regulatory hurdle. They can better focus competition on actual sustainability performance and give companies an advantage that can be demonstrated in their products and packaging. Those who also use these benefits in their marketing can derive additional growth opportunities and have the opportunity to gain market share, the consulting firm said.
Source: Simon-Kucher
