Sustainability & Environmental Claims

Sustainability is no longer a niche topic. For many consumers, it is a deciding factor in where they shop and what they buy. For manufacturers moving into D2C, sustainability is both a responsibility and an opportunity. Handled well, it builds trust and differentiation. Handled poorly, it risks accusations of “greenwashing” and potential regulatory trouble.

Why It Matters

Shoppers are more conscious of the environmental impact of their purchases. They want to know how products are made, what materials are used, how items are packaged, and what happens at the end of their lifecycle. At the same time, regulators are tightening rules on environmental claims. The UK’s CMA Green Claims Code makes it clear: any environmental statement must be accurate, substantiated, and not misleading.

That means brands can’t get away with vague claims like “eco-friendly” or “sustainable” without proof. Customers are becoming more sceptical, and regulators are ready to act.

Making Credible Claims

The starting point is evidence. If you want to make environmental claims, back them up with data. For example, if you say your packaging is recyclable, be clear about which parts are recyclable and under what conditions. If you claim reduced emissions, explain how you measure and verify that.

Transparency is powerful. Instead of broad statements, give specifics: “Our boxes are made from 80% recycled cardboard and are fully recyclable in UK kerbside collections.” This clarity reassures customers and keeps you on the right side of the law.

Embedding Sustainability in Operations

Environmental responsibility goes beyond marketing. It should be reflected in the way you run your D2C channel. That might include:

• Choosing right-sized packaging to cut waste and reduce delivery emissions.

• Using materials that are recyclable, compostable, or certified sustainable.

• Offering repair, refill, or recycling programmes.

• Partnering with logistics providers who offer carbon-neutral delivery options.

These changes not only strengthen your environmental claims but can also reduce costs in the long run. For example, lighter packaging can cut courier fees.

Communicating with Care

The language you use matters as much as the actions you take. Keep it plain, specific, and humble. Overstating achievements creates risk. Understating them still builds goodwill.

For example, instead of saying “We’re a sustainable business,” say: “We’re taking steps to reduce our impact, starting with packaging made from 80% recycled materials and a switch to carbon-neutral couriers.” Customers appreciate honesty about progress, not perfection.

Key Takeaway

Sustainability and environmental claims can be a powerful differentiator for manufacturers selling direct. But they must be genuine, specific, and evidence-backed. Start by making small but tangible changes to packaging and logistics, be transparent about what you’re doing, and avoid vague or sweeping statements.

Handled well, sustainability doesn’t just keep you compliant. It builds trust, loyalty, and a stronger brand story for the long term.