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Brasil
PackTrends
2020
203
sustainability & 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.