Data access power: Smurfit Kappa highlights supply chain transparency importance in greenwashing fight
Inconsistent data access and a lack of supply chain transparency are the key barriers to gaining credibility on environmental sustainability claims, finds a new report by Smurfit Kappa.
A recent report titled “The transparency edge” reveals that only 11% of 440 senior business leaders across 11 global economies have implemented robust sustainability strategies. This comes as the packaging industry faces increasing pressure from rising consumer demand, new regulatory requirements, political pressure, and investor expectations to adhere to higher environmental sustainability standards.
Innova Market Insights has identified “Green but clean” as a top packaging trend for 2023, with a 92% increase in environmental claims such as “carbon impact,” “reduced packaging,” and “plastic-free” on F&B packaging since 2018.
However, consumers are increasingly concerned about misleading marketing, and legislation against greenwashing is on the rise globally, with environmental campaigners predicting a surge in lawsuits.