How to make it easier for buyers to choose and increase confidence in manufacturers' claims?

Consumers all over the world are looking for products that benefit their health and the environment. According to the Kantar report, at the end of 2021-beginning of 2022, the percentage of eco-consumers was quite high and was more than 50% of the market. This continues to grow across Europe and the USA. According to the European Consumer Organization (BEUC), 57% of consumers in the EU are receptive to environmental claims when making a purchase decision. 

At the same time, while trying to care for the planet when shopping, consumers also face significant challenges. The same BEUC survey shows that 61% of EU consumers find it difficult to understand which products are truly environmentally friendly. The ECOS - Environmental Coalition on Standards checked 82 products against the Fundamental Principles and the ECOS Ideal Claims Checklist developed on the basis of the UNEP's criteria for providing product sustainability information. It was revealed that 46% of the manufacturers' claims were rated as potentially irrelevant to consumers and 75% of them being self-made claims that were not independently verified. As a result of declining confidence in self-declarations, some countries, such as the European Union, are considering banning the use of environmental labels unless they are validated by a third party or government. 

In the session, experts explained why ecolabels are a reliable tool of choice for buyers and protection against greenwashing.

The audience learned what recent consumer needs and environmental challenges are met by lifecycle-based ecolabels and why manufacturers and retailers choose them. The environmental and marketing effects of ecolabelling will be shown in different product groups, including cosmetics, one of the most popular groups where consumers look for "eco".