Brasil Pack Trends 2020

BrasilPackTrends2020 203 sustainabi l ity & ethics 1 Sin of hidden trade-off or ecological appeal that is related to only one restrict environmental issue. 2 Sin of no proof, which is, the consumer must find evidences and learn more about such attribute on websites, third-part certifications etc. 3 Sin of vagueness environmental appeal, such as the “ecologically adequate”, “planet friendly” etc. 4 Sin of worshiping false labels, which means the use of simple pictures or labels with no certification or really endorsed by a third part. 5 Sin of irrelevance, being the most common example the affirmation of “does not contain CFC”, considered irrelevant, as no product is produced with chlorofluorocarbon. 6 Sin of “less worse” or trying to make the consumer to feel more “green” in relation to a product that has its benefit put in question, such as consumers worried with the side effects of tobacco and cigarettes would be more responsible if they quit smoking than buying organic cigarrettes. 7 Sin of lie, when is shown, for example, a fake third part certification. Avoid Greenwashing does not mean to expect for a perfect product, but that the honesty, transparency and scientific base are founded on the environmental declaration. At the trend to fight Greenwashing it was released in October 2009 by the Environmental Packaging International (EPI) in the United States a database of sustainable packages materials, in which the packages suppliers submit data so the information about sustainability of their materials are reviewed and confirmed by a third-part. Similarly, the ISO 14021, environmental autodeclaration, also does not accept “vague” and inaccurate texts, such as “eco- friendly”, “environmental safe”, “eco responsible” etc. (ENVIRONMENTAL PACKAGING INTENATIONAL, 2010). In Brazil, the National Council of Marketing Autoregulation (Conar) showed new standards and rules for publicizing products with sustainable appeals, aiming to reduce the texts that, somehow, could vulgarize them or confuse the consumers. Thus, the advertisements that inform about the sustainability of a product or service should only contain environmental information that are able to be verified and confirmed, exact and accurate, not having generic and vague mentions. The information must have a relation with the productive processes and commercialization of the products and services and benefits announced must be significant, considering the whole life cycle, which means in the production, use and discard (NATIONAL COUNCIL OF MARKETING AUTOREGULATION, 2011). The environmental marketing is a powerful information tool for educating the consumer, but only if it is true.