Brasil Pack Trends 2020

BrasilPackTrends2020 202 sustainabi l ity & ethics environmental impacts and carbon emissions (CARBON TRUST CERTIFICATION, s.d.). Another strong trend in the package sector is the adoption of the environmental autodeclaration for the companies, aiming at making public the environmental improvements obtained along a product or service life cycle. Although the autodeclaration may offer flexibility and autonomy, as it does not demand the certification by a third part, the companies should make responsible declarations that might be verified and based on PICTURE 7.30 Uses of the Carbon Trust label Source: Press release The consumer search for products with less environmental impact has helped the intense investment by the companies in marketing with environmental appeal. That “green” market trend has stimulated companies to use the moment to associate their products to dubious and opportunist ecofriendly attributions, with no clear criteria that back them up in their environmental pretensions, or even to symbols and visual appeals that can induce the consumer to wrong conclusions about a product or service. Those appeals that are presented as fake or induce the consumer to wrong conclusions about a product or service have been called by Greenwashing (COLTRO, 2010). Aiming at describe, understand and quantify the growth of the Greenwashing in the market, the Canadian environmental marketing consultancy TerraChoice has developed a research methodology and face the text on the packages with orientations about environmental autodeclarations established on the ISO 14021 standard (INTERNATIONAL..., 1999). On that report, such fake or dubious appeals were classified in seven categories, called The Seven Sins of Greenwashing: Greenwashing scientific rigor. That kind of declaration is called Type II Environmental Labeling and can be found standardized by the ABNT NBR ISO 14021 (ABNT, 2004a), which presents the policies for the use of texts, symbols, and graphs associated to the publicizing of a product or service environmental improvements. Texts with vague or not specific declarations, for example, “environmentally safe”, “environmentally friendly”, “Earth friendly”, “do not pollute” and “ozone layer friendly” should not be, anyhow, used (ABNT, 2004a).