Today, terms like sustainability and environmental consciousness have often become empty buzzwords. With the growing focus on greenwashing, Westpack wants to distance itself from this practice. Over the years, Westpack has used its own environmental label,Eco-Friendly, to mark products that—by material or characteristic—were developed with an environmental focus. Our aim was to make it easier for customers to identify such products based on environmental considerations, allowing them to decide whether the product met their own criteria and expectations for eco-friendly goods. As part of a strategic decision, Westpack will discontinue the use of this advisory label on our products.
Fighting Greenwashing
One of the reasons behind this strategic decision is that on January 17, 2024, the European Parliament adopted a new directive (Empowering Consumers Directive) aimed at strengthening consumers' rights against misleading marketing practices—particularly regarding company claims about sustainability, environmental, and climate impact.
Of course, we have never misled anyone through our use of the Eco-Friendly label. However, the mere fact that the term “eco-friendly” can be interpreted in various ways has led us to choose a different approach. Going forward, we will focus solely on providing factual, transparent information about a given product—rather than assigning it a sustainability label.
From now on, we will provide information such as:
- Material composition
- Place and method of production
- CO₂ impact
- Disposal and recycling instructions
Based on this level of information—concrete facts—it is up to each individual customer to assess how sustainable or environmentally responsible a given product is. This approach ensures that we are fully compliant with the above-mentioned EU directive.
At the same time, the upcoming EU Green Claims Directive will require that all green claims and labels be supported by documentation and verification. In cases of non-compliance, the EU will be able to enforce the directive and issue fines. The changes made by Westpack are therefore also fully aligned with this directive.
“It is both a strategic and essential priority for Westpack to maintain transparency in our statements and actions. That is why we are always in full compliance with applicable laws and regulations. This commitment stems from our core values—integrity and long-term relationships—which form the foundation of Westpack’s business.”
The Role of the Eco-Friendly Label
The Eco-Friendly label was created as an umbrella mark and guidance tool for Westpack’s customers. Throughout the 2010s, interest in and demand for packaging with environmentally conscious properties grew significantly. This created a customer need to easily identify products that represented a more sustainable choice compared to conventionally manufactured goods.
To qualify for the ECO label, a product had to meet specific environmental criteria. For example, the label was assigned to products made from FSC®-certified materials, items with Fairtrade® certification, or organic products. The Eco-Friendly mark was clearly displayed on the products, making it easier for Westpack’s customers to communicate the environmentally responsible message to their own customers.
Values Over Buzzwords
As environmental responsibility becomes an increasingly central concern for both businesses and consumers, it presents companies—and naturally Westpack—with important decisions and dilemmas. The decision to remove the Eco-Friendly label from our products was not made lightly, but stems from a deep understanding of what value-based environmental responsibility truly means.
“There is no doubt that environmental considerations are more important now than ever before. That is why we are pleased to phase out our Eco-Friendly logo in favor of factual, transparent information about sustainability and environmental impact. Going forward, it will be up to each customer to assess the level of sustainability—rather than relying on a logo that allows for interpretation and subjective judgment.
Even though we are removing the Eco-Friendly label, that doesn’t mean our products no longer meet the environmental standards we aim to offer. On the contrary, we are continuously working to strengthen the environmental integrity of Westpack’s products. We believe that transparency helps strengthen our competitive position.”
Product Declarations Replace Eco Labels
Westpack’s goal is to ensure openness and transparency. We aim to present all product information clearly, allowing our customers to freely and knowledgeably assess whether Westpack’s product range meets their environmental requirements and expectations.
In our product development process, environmental considerations are integrated into every step. This means that for each product, we actively seek out the most sustainable materials and production methods available.