Maggie Spicer: The thing is, if you take a step back and assess all the environmental claims you’re making, which probably aren’t that many, you’re probably talking about kind of the big hitters – the recyclability of your packaging, the materiality of your packaging. You’re really only talking about a few core recyclability or sustainability issues. What I do with a lot of clients, I’ll go in and assess the claims they’re making and I will essentially develop guidelines. If you want to talk about this, here’s how I need you to substantiate it, and here’s how we’re going to do it. It brings the compliance over to the marketing team and the product development team and, you know, people who are actually bringing the product to the market. A lot of times, they just don’t substantiate. They just say, ‘Well, the packaging manufacturer said it was sustainable, so we said it was sustainable.’ Or they put a recyclability logo on it. So it doesn’t really require too much complex legal analysis to get them to a better place.

Getting Green Claims Right: ‘Bring Everybody Into The Same Room’

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