Greenwashing: the new regulatory framework and implications for packaging companies
Staff Cart-One 18/06/2026 0
Global attention to environmental sustainability has led to a significant increase in demand for "green" products and services. In the packaging industry, this trend translates into growing attention toward recycled, biodegradable, and compostable materials, as well as production processes with a low environmental impact. However, this rising sensitivity has also opened the door to unfair commercial practices, such as greenwashing.
Greenwashing: the new regulatory framework and implications for packaging companies. This insidious practice, which consists of presenting a corporate image that is greener than it actually is, harms consumers, honest companies, and the environment itself. To counter this phenomenon, the European Commission has proposed new rules aimed at ensuring transparency and reliability of environmental information on products. Read also: “Which packaging will be banned by 2030?”
Greenwashing: a pitfall for consumers and companies
Greenwashing, literally "window-dressing environmentalism," is a marketing strategy aimed at presenting a corporate image that is more sustainable than it actually is. In the packaging sector, this practice can manifest itself in several ways:
- Vague and unverifiable claims: terms like "eco-friendly," "green," "natural," or "sustainable" are often used without a clear definition or supporting evidence.
- Selective emphasis: the company focuses on a single "green" aspect of the product (for instance, using a small percentage of recycled material), while ignoring other negative environmental impacts.
- Misleading imagery: using colors, images, or symbols that evoke nature (such as green leaves or animals) can lead consumers to believe a product is eco-friendly, even if it is not.
Greenwashing is not just an ethical issue, but it also carries serious practical consequences:
- Harm to consumers: consumers are deceived and led to make purchasing choices based on false or incomplete information.
- Harm to honest companies: companies that genuinely invest in sustainable practices are penalized by the unfair competition of those practicing greenwashing.
- Harm to the environment: greenwashing delays the transition toward a truly sustainable economy by diverting attention away from real environmental problems.
The new European regulatory framework toward transparency
The European Commission has recognized the severity of the greenwashing issue and proposed new rules to counter it. These regulations, presented on March 22, 2024, aim to provide consumers with clearer and more reliable information on product sustainability, while protecting companies that operate in a truly sustainable manner. The new proposals include:
- Stricter rules for "green claims": companies must provide solid scientific evidence to support any environmental claim, avoiding vague or exaggerated terms. They will also need to assess the product's entire life cycle, from production to disposal, to ensure claims are comprehensive and accurate.
- Mandatory independent verification: all environmental claims must be verified by accredited, independent third parties before being communicated to consumers. This will guarantee the reliability of information and reduce the risk of greenwashing.
- Regulation of environmental labels: the proliferation of different and often unclear environmental labels has created confusion among consumers. The new rules aim to limit this proliferation, allowing only new labeling schemes developed at the European level and based on strict, transparent criteria.
Implications for packaging companies
The new European regulations represent a significant challenge for packaging companies, but they also offer major opportunities: Challenges:
- Greater transparency and accountability: companies will have to be more transparent when communicating the environmental credentials of their products and take responsibility for ensuring the accuracy of the information provided.
- Investments in independent verification: companies will need to invest in independent verification processes to ensure compliance with the new rules.
- Risk of sanctions: companies that fail to comply with the new rules will face financial penalties and reputational damage.
Opportunities:
- Competitive advantage: companies that invest in sustainable practices and transparently communicate their environmental credentials can differentiate themselves from the competition and win consumer trust.
- Increased sales: consumers are increasingly willing to pay a premium for sustainable products, and the new rules will facilitate their choices.
- Improved corporate image: a concrete commitment to sustainability can enhance the company's image and attract new customers and investors.
How to choose sustainable packaging suppliers
The growing focus on environmental sustainability is also influencing purchasing decisions for B2B companies. To ensure that the chosen packaging is truly sustainable and compliant with the new European regulations, it is important to consider the following aspects when selecting suppliers:
- Transparency and traceability: favor suppliers that offer clear, detailed information regarding the environmental impact of their products and processes across all stages of the life cycle. Request documentation certifying the origin of materials, production processes used, and disposal methods.
- Sustainable innovation: opt for suppliers that invest in research and development to create innovative, low-impact packaging solutions. Verify the use of recycled, biodegradable, or compostable materials, and the adoption of energy-efficient manufacturing processes.
- Transparent communication: be wary of vague or generic claims about sustainability. Favor suppliers that provide concrete, verifiable data backed by recognized environmental certifications.
- Expertise and advisory: choose suppliers that demonstrate solid expertise in sustainability and can offer personalized advice to identify the most suitable packaging solutions for the specific needs of the company.
- Independent verification: ensure that the suppliers' environmental claims have been verified by independent, accredited certification bodies. This will guarantee the reliability of the information and compliance with the new European regulations.
By following these guidelines, B2B companies can choose packaging suppliers that not only deliver quality products but also contribute to a more sustainable future for both the environment and the business. Greenwashing is an obstacle to the transition toward a circular and sustainable economy. The new European rules represent a major step toward a more transparent and responsible market, where companies investing in sustainable practices are rewarded and consumers can make informed choices. Packaging companies that successfully embrace this challenge will have the opportunity to thrive in a fast-evolving market, while contributing to a more sustainable future for all. You might also be interested in: “Assocarta signs the “Antwerp Declaration for a European Industrial Deal””
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seo 19/06/2026
Packaging recovered: 2025 goals exceeded
Do Italians commit to separate waste collection? According to some data concerning the year 2019, not only does the percentage of recycled waste increase, but the objectives to be achieved in 2025 imposed by Europe are exceeded.
Giorgio Quagliuolo, outgoing president of Conai, in a statement issued to the Assembly of the National Packaging Consortium in July, expressed his opinion on this goal: "The system as a whole has already exceeded the objectives that Europe is asking for by 2025. The circular economy in Italy works and stands out due to the effectiveness of its model. The results for the six packaging materials managed by Conai are also very positive, having all achieved their objectives by 2025, except for plastic. It is important to continue to work both on the path of developing new technologies for recycling and on that of prevention, encouraging eco design and design for recycling”.
This prospect bodes well for a cleaner and more sustainable future. But let's see in detail why this milestone is so important.
Packaging recycling: let's deal with reality
Looking at the data for the year 2019, we find that most of the materials have been recycled, as much as 70%, with a growth of 3.1% compared to the previous year. Growth is mainly driven by the increase in recycling from urban waste, which marked a + 6.2%.
If you make an estimate, adding these numbers to those of energy recovery, the tons of packaging waste recovered exceed 11 million and correspond to 81% of the packaging released for consumption.
In the document General Program for Prevention and Management of Packaging and Packaging Waste it is possible to recognize the percentages of recovery and recycling of materials, which clearly show the achievement of the recovery thresholds for most packaging materials.
Steel 78.8% (target 70%);
Aluminum 74.6% (target 70%);
Paper and Cardboard 81.2% (target 75%);
Wood 64.7% (target 25%);
Plastic 48.1% (target 50%);
Glass 81.4% (target 70%).
With the exception of plastic, for which the achievement of the goal is close, for all other materials the set thresholds have been largely exceeded. All this is possible thanks to the commitment of citizens and thanks to companies that are adopting policies of greater sustainability, reviewing production processes with a view to a circular economy, as demonstrated by the case of the CART-ONE company, in the context of production of cardboard packaging.
What are the benefits of achieving the European goals?
The achievement of the set objectives, in terms of benefits for the individual and for the environment, are considerable. Recovering four out of five packaging means sending less waste to landfills, therefore less environmental pollution and more resources that are recycled, to be used again.
In this sense, collaboration between local authorities and collection consortia is also important, which make it possible to effectively recover the waste / resource. An example above all, the activity carried out by the Italian Municipalities in agreement with Comieco, the body responsible for the recovery of paper and cardboard packaging.
Conai, in fact, at a time when the prices of waste paper were falling and paper recycling was not convenient, opened windows that allowed municipalities to enter into an agreement with Comieco, assuming the costs for recycling of paper and cardboard, so as to put the environment first, overcoming any market logic.
Finally, the possibility of recycling and reusing allows for better management of resources, again if we think of the example of paper, which has a significant impact on nature, firstly avoiding deforestation and the destruction of ecosystems, and secondly by acting to safeguarding biodiversity.
In this sense, CART-ONE has adopted a supply chain that favors the production and minimization of waste through processes that minimize the environmental impact and that adopt solutions for the recycling of production waste.
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Staff Cart-One 18/06/2026
Towards decarbonization: the Italian paper industry and the challenges of the green transition
The Italian paper sector is facing an epochal transition phase toward sustainability and decarbonization, with the goal of drastically reducing CO₂ emissions and aligning with European standards for climate neutrality. Presented in Rome, the Assocarta study examined strategies for a competitive decarbonization of the paper industry, highlighting the challenges and opportunities linked to electrification and the use of renewable energy sources. Towards decarbonization: the Italian paper industry and the challenges of the green transition. In this article, we will explore the key points of the study and how Cart-One's initiatives fit into this framework of environmental sustainability. To learn more: “29th Comieco Report: paper and cardboard recycling in Italy, 2023 marks a new historic record”
Decarbonization and competitiveness for the paper sector
The path toward decarbonization is not only a necessity for the protection of the planet, but also a challenge that can transform into a competitive advantage for companies in the paper sector. According to the Assocarta study, the Italian paper sector can become a model of excellence in Europe thanks to a mix of green technologies and innovative solutions to reduce the carbon footprint. Assocarta emphasizes that Italy, with a very prominent paper production at a European level, finds itself needing to implement concrete measures to reduce emissions. Among the proposals put forward by the study, the electrification of processes and the adoption of renewable energy sources emerge as key elements to accelerate the energy transition and maintain the sector's competitiveness.
Electrification and green sources: strategies for the energy transition
Assocarta identifies the electrification of processes as one of the main strategies to reduce CO₂ emissions. The use of electricity from renewable sources can represent an effective and sustainable solution to power paper industries, reducing dependence on fossil fuels. However, this transition requires significant investments in new technologies and adequate energy infrastructures. Despite the initial costs, electrification offers numerous long-term benefits, including greater energy efficiency and a significant reduction in emissions. In parallel, the adoption of renewable energy sources, such as solar and wind, can further contribute to making the paper sector more sustainable. The Assocarta study suggests that, by combining these sources with energy storage solutions, paper mills could reduce their energy dependence and optimize the use of available resources.
Sustainability in packaging: Cart-One's commitment
In the context of this transition toward decarbonization, Cart-One is actively committed to promoting sustainable practices in packaging production. By using recycled materials and adopting energy-efficient production processes, Cart-One contributes to reducing the sector's environmental impact. These actions not only favor the environment, but also make it possible to offer eco-friendly packaging solutions, responding to the growing consumer demand for sustainable products. Cart-One is implementing strategies that support the transition toward a greener packaging, with the goal of reducing CO₂ emissions and optimizing the use of energy resources. Investing in sustainable practices is now a necessary step to meet market needs and to contribute to achieving European climate neutrality targets by 2050.
Towards a sustainable future: opportunities and challenges
The Assocarta study highlights that, to achieve complete decarbonization, a concerted effort is required among companies, institutions, and citizens. Incentives and political support will be essential to allow companies to face investment costs for the energy transition. Furthermore, the spread of a sustainability culture among businesses and environmental awareness among consumers represent crucial levers to stimulate change. For the paper sector, adopting decarbonization strategies is not just an environmental commitment, but a true opportunity to innovate and stand out in a market increasingly oriented toward sustainability. The decarbonization of the paper sector represents a challenge and an opportunity for Italy, which can become a point of reference in Europe for sustainable production. With concrete initiatives and targeted investments in green technologies, Cart-One positions itself at the forefront of the path toward low-carbon production. The future of packaging is increasingly green, and Cart-One is ready to do its part to drive the change. Contact us for more information. See also: “Paper and cardboard recycling: an unprecedented success in 2023”
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Staff Cart-One 18/06/2026
Sustainable and recycled paper for product packaging: case studies
Sustainable and recycled paper for product packaging: case studies. One of the sectors where a significant change is being pursued is product packaging. The use of sustainable and recycled paper for packaging has become an increasingly popular and environmentally conscious option. In this article, we will examine some case studies of companies that have adopted this practice and the benefits achieved. Read also: “Reducing the environmental impact of packaging: what Europe mandates”
The concept of sustainable packaging
Sustainable packaging focuses on utilizing eco-friendly materials that have a reduced impact on the environment, such as recycled paper or paper sourced from certified forests. This practice helps preserve natural resources while reducing energy consumption and greenhouse gas emissions. Using sustainable paper for product packaging offers numerous advantages, including:
Reduction of CO2 emissions: manufacturing recycled paper generates fewer carbon dioxide emissions compared to virgin paper or plastic;
Forest preservation: using paper from certified forests or recycled sources reduces the need to cut down new trees, helping to protect forests;
Lower waste generation: recycled paper is biodegradable, thereby decreasing the overall volume of waste generated by packaging;
Positive brand image: adopting sustainable packaging practices can boost a company's reputation and image in the eyes of consumers;
Resource savings: recycling paper reduces the consumption of energy and water required for virgin paper production.
Case Study 1: EcoBeauty Cosmetics
EcoBeauty Cosmetics is a cosmetics company committed to sustainability and ethics. Recently, they shifted the packaging of many of their products, transitioning from plastic to sustainable paper. By using 100% recycled paper, they significantly reduced their carbon footprint and plastic waste. The result was an attractive and eco-friendly packaging that drew in new eco-conscious customers. The company also openly communicated this sustainable choice through its marketing campaigns, thereby earning further customer appreciation and loyalty.
Case Study 2: GreenTech Electronics
GreenTech Electronics is an electronic device manufacturer. Fully aware of the growing issue of e-waste (electronic waste), the company decided to replace its traditional packaging, made mainly of plastic and foam, with a more eco-friendly solution. They adopted sustainable and recycled paper, substantially reducing the amount of packaging waste generated. Furthermore, they launched an awareness campaign on the benefits of recycling their products, encouraging customers to return obsolete devices for recycling. This initiative helped the company build a reputation for environmental responsibility and earn the trust of green consumers.
Case Study 3: Patagonia
Patagonia, a well-known outdoor clothing company, has long been committed to reducing the environmental impact of its products. In 2018, the company introduced packaging made from 100% post-consumer recycled paper for its items. This choice allowed for significant savings in water and energy, while also lowering CO2 emissions. Moreover, the packaging is easily recyclable, thus promoting a culture of recycling among consumers.
Case Study 4: Lush
Lush, a leading company in the body care and cosmetics industry, has long embraced sustainability as a core value. In 2019, they started using paper sourced from sustainable origins, such as bamboo and organic cotton, for their packaging. This paper is biodegradable and compostable, offering an ecological alternative to traditional plastic solutions. In addition, Lush took an innovative approach by deploying a water-based printing technique, further minimizing environmental impact.
Case Study 5: Nivea
Nivea uses natural materials like paper and cardboard for much of its packaging, firmly believing that wood-based materials must be sustainably sourced to protect the planet from deforestation. Nivea has defined a “Sustainable Paper and Cardboard” policy aimed at adopting 100% sustainable materials worldwide. The guideline mandates the use of recycled or FSC ("Forest Stewardship Council") certified paper and cardboard. FSC certification ensures that wood-based products come from responsibly managed forests that provide environmental, social, and economic benefits. As early as 2019, 100% of their folding boxes were made from FSC-certified material. Now, the brand is working intensively on transitioning other paper materials to FSC-certified or recycled paper.
Companies that invest in eco-friendly packaging solutions do not just protect the environment; they also increase customer trust. Sustainable paper is an important step toward creating a more eco-friendly future, and businesses should seriously consider this option to contribute to a greener and more sustainable world. Cart-One has always been a promoter and implementer of the circular economy, the produce-consume-regenerate-recover model, so that our production waste turns back into paper reels and then into boxes within our plants. We believe in using clean and innovative technologies, eco-design intended as a packaging engineering concept that pays maximum attention to raw material savings and waste reduction, alongside the continuous improvement of our manufacturing processes aimed at lowering our impacts on water, air, and soil. Contact us for more information or to request a free quote for your packaging. See also: “No compromises in Europe on the packaging regulation: the Italian stance”
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