TL;DR: Sustainability communications are entering a new era of accountability. As regulations tighten across the UK and EU, businesses must move beyond vague environmental claims and focus on clear, evidence-based messaging that helps customers navigate an increasingly complex sustainability landscape.
CRACKING SUSTAINABILITY COMMUNICATIONS IN 2026
Regulations introduced in 2026 are reshaping how products and packaging are designed, sourced and recycled, and what businesses can legally say about them.
And with the latest Green Transition Directive (ECGT) regulations set to apply across the EU from 27th September 2026, it’s more important than ever to get your (green) ducks in a row.
First things first, what is ECGT?
The definition of ‘environmental claim’ in the ECGT Directive is broad in scope, but according to the latest EU Commission ECGT FAQ document, in this context it means:
“Any message or representation which is not mandatory under EU or national law – including on-label text, images, graphics or symbols – that claims, explicitly or implicitly, that it has a positive or zero impact on the environment, that it outperforms other products in an environmental context, or that its impact has or will improve over time constitutes an environmental claim.”*1
The document goes on to provide an example to demonstrate exactly what this means:
“The claim that implies that a product ‘[…] has a positive or zero impact on the environment’ should therefore be assessed under the UCPD on a case-by-case basis, considering the overall commercial context, including the use of visual elements, the wording and presentation, and the likely impact on the average consumer.”
Wait – B2B isn’t really affected then, right?
Not quite; here’s why this matters for you, as a B2B producer:
- To be compliant with ECGT regulations, traders must provide information about the compared products and their suppliers, as well as the method of comparison and the measures in place to keep that information up to date.
- The new rules apply to environmental claims and sustainability labels on products already on the market, not only to new materials.
- Although the bulk of the regulation is aimed at B2C, the UCPD legal framework does not prevent Member States from extending its protection to businesses in B2B relations at the national level.*2
For those operating in the EU and the UK, the other key frameworks to bear in mind are: Extended Producer Responsibility (EPR) and the UK’s Recyclability Assessment Methodology (RAM), as well as the EU’s Packaging and Packaging Waste Regulation (PPWR).
While the particulars of these regulatory frameworks are complex and deserve a whole other blog post, for marketing leads looking to clarify what this means for them, the rules are tighter but clearer: data’s in, superlatives are out.
It’s no longer enough to talk about sustainability ambitions or call a product environmentally friendly (arguably, in the court of consumers, this hasn’t been enough for some time, but now the law backs it up).
This means all sustainability claims must be clear, provable, and verifiable, i.e. backed by data and evidence.
What this looks like in practice will differ depending on the business, product and service type; however, here are two things to avoid and one thing to embrace when communicating about sustainability in 2026.
1. Don’t overcomplicate
The changing and uneven regulatory landscape can feel overwhelming; however, bombarding customers with regulatory language has never helped a business to strengthen its message.
Instead, focus on what those regulations mean in practical terms.
For example, rather than explaining the technical details of recyclability scoring systems, talk about the steps you’re taking to improve packaging recyclability, reduce material use or increase recycled content.
The regulations may provide the framework, but your customers are ultimately interested in what this means for them and how it supports their business priorities. Focus on what you can clearly prove, for example:
- The % level of recycled materials used in your machine or application
- Reusability and what this looks like from cradle to grave, including end-of-life recovery
- Reduced waste – by how much and versus what?
2. Don’t exaggerate
As highlighted at the top of this blog, the ECGT legislation is introducing stricter controls over sustainability-related claims across packaging, labels, websites and marketing materials.
This means that terms such as “green”, “eco-friendly” must be avoided, and even the generic “sustainable” should be used in a more considered manner.
What do you mean by ‘sustainable’ specifically?
If offsetting is part of your strategy, what are the details of those activities? Can you measure and verify those claims?
3. Do use your knowledge to support your customers
One cannot state this enough: customers are ultimately interested in what offerings can mean for them and how it supports their business priorities.
It’s therefore not a surprise that the most successful businesses in the coming years will be those that can confidently act as a partner to their customers. Small businesses and suppliers do not have the resources to be on top of changing regulations; share your knowledge (a bit like we are)!
When communicating with customers about the changing sustainability landscape, explain:
- What changes are being made
- Why they are being made
- How those changes are being measured
As importantly, articulate what value and opportunities those changes can create for their customers and business, and how you or other available organisations can support them.
The good news is, as stricter regulations are starting but not fully coming into force across all countries yet, businesses don’t need to have every single answer today.
But they do need to start preparing, gathering evidence and developing communications that are transparent, accurate and meaningful to their audiences now.
Because in 2026, claiming to be sustainable is not enough; you need to prove it!
*1: European Commission ECGT FAQ 2. THE DEFINITION OF ‘ENVIRONMENTAL CLAIM – September 2026
*2: European Commission ECGT FAQ – September 2026