Sustainability · 5 min read · June 2026
When is packaging actually sustainable? The six-question test
A six-question test brands can run on any pack — materials, certifications, end-of-life, carbon, supplier and shelf claims — to decide whether the 'sustainable' label is earned.
Sustainability claims sit under increasing scrutiny from regulators (EU Green Claims Directive, German UWG) and customers. Before any pack ships with a 'sustainable' label, run it through these six questions.
The six questions
1) Material: is at least 50% of mass recycled, renewable or bio-based — with documentation?
2) Certification: do you have an independent mark (FSC, BPI, TÜV OK Compost, How2Recycle)?
3) End-of-life: can a real-world customer dispose of it correctly via existing local infrastructure?
4) Carbon: is cradle-to-gate CO₂e at least 20% lower than the pack it replaces, with an LCA reference?
5) Supplier: does the mill run on renewable electricity and disclose its water footprint?
6) Claim: is your on-pack language specific (e.g. 'made with 90% recycled paper, recycle with paper') rather than vague ('eco-friendly')?
Scoring
Six 'yes' answers = the claim is robust and defensible. Four to five 'yes' = use cautious language ('lower-impact', not 'sustainable'). Three or fewer = do not make the claim — improve the pack first.
Document each answer with a supplier certificate or LCA reference. Regulators are increasingly asking for proof on demand.