https://embed-ssl.wistia.com/deliveries/0caf36851a921ddd79f5f2296c8b14b7.mp4
Yes, absolutely. The work that you did around the space was really insightful and pretty consistent with what we see as well.
One of the key best practices that we have is really keeping it simple – in sustainability and manufacturers were living and breathing this all day long, and we can get a little bit technical as we think about describing the claims and talking about the different sustainability processes and benefits. But at the end of the day, the reality is – somebody is standing at the shelf in a store or online. So, we just want to be simple, clear, intuitive, and easy to understand.
One of the best practices is pulling away some of the jargon and really being crystal clear and telegraphic about what the claim actually is.
That said, we also want to make sure that it’s easy for people to learn more, so part of the challenge is greenwashing, and rightfully so. As a brand, how can we give them an opportunity to learn more? One way that we’ve done this is to put a QR code on the pack after your crystal clear, easy-to-understand claim. People can click into the QR code and go and learn more, whether you’re talking about being made in a plant with renewable energy or being made with 100% recyclable plastic.