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Circl'it
Circl'it
Circl'it
Reusable Packaging Compliance

Make green claims with confidence

No greenwashing. No greenhushing. 

Communicate your achievements with peace of mind. 

Align with Empowering Consumers for Green Transition and Packaging and Packaging Waste Regulation (PPWR).

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Review your claims
Largest greenwashing risk ?
Claims without context and evidence.

Prevent unintended greenwashing

Your reusable packaging claims should be:

  • Specific: clear on subject
  • Substantiated: based on documented facts
  • Consistent: with your business priorities and in time. 

Client Testimonials

“In her consulting capacity, Martina developed and executed highly effective sustainability and communication programs, which drove our organization forward in delivering on ambitious goals. Her strategic insights, customer foresight and business acumen have contributed meaningfully to our market differentiation.”

Neil Salmon

CEO, Ansell

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Operiamo in tutta Europa e siamo pronti ad assistere progetti locali e paneuropei.

Claim structure your teams can use with confidence
Evidence and process for compliance
Green communication grounded in real data

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Fissate un incontro introduttivo non vincolante a vostro piacimento. QUI.

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Looking for more information? Tell us about your project and we’ll get back to you withing 48 hours.

    Communicate your reusable packaging achievements with confidence.

    Contattaci

    Domande frequenti
    Green Claims for reusable packaging

    What marketing, ESG, legal, operations and leadership teams want to know before communicating circularity.

    What does Circl’it deliver in the Green Claims service?

    Circl’it helps you translate reusable packaging actions into clear, substantiated and consistent communication.

    Depending on the scope, we provide:

    • Claim review
    • Claim structure in your priority areas
    • Evidence checklist
    • Claim substantiation process
    • Customer communication text
    • FAQ for sales or customer service
    • Internal training and alignment support
    • Recommendations on wording to avoid or improve

    The focus is practical: what can be said, what proof supports it and how we need to structure our work to ensure compliance and consistency over time.

    Does your service help with PPWR and EU green claim readiness?

    Yes. The service helps you prepare clearer, better-substantiated communication connected to reusable packaging systems, PPWR-related packaging progress and EU rules on empowering consumers for the green transition.

    It does not replace your legal team validation, but it prepares your teams a stronger evidence structure, clearer claim logic and smooth legal approval before publication.

    Is your service only for companies already using reusable packaging?

    No.

    Our service can be used by companies that plan to communicate on sustainable packaging as a whole.

    For companies working with reusable packaging at different maturity level, our service can support all stages:

    • Companies preparing a pilot
    • Companies testing reusable packaging
    • Companies implementing reuse in selected flows
    • Companies scaling from pilot to rollout
    • Companies already operating reusable packaging systems
    • Companies preparing customer, tender or ESG communication

    The claim should always match the maturity of the system.

    How do we avoid green claim risk when communicating reusable packaging?

    Start with evidence and prioritization.

    A credible claim needs:

    • Following the claim boundaries set in legislation
    • A clear explanation of what changed
    • Data or operational proof
    • Careful comparison with the previous packaging setup
    • No exaggerated sustainability language
    • No implication that one packaging change solves all environmental impacts

    Circl’it helps structure this logic before the message is published.

    Can we say that our packaging is sustainable?

    This wording is too broad and standalone is not allowed.

    For instance, the new EU “Empowering Consumers for the Green Transition” directive forbids generic environmental claims (e.g., “eco‑friendly,” “green,” “climate neutral”) unless they are supported by clear, specific, and verifiable evidence that can be substantiated.

    If you want to demonstrate that your packaging has been improved ins some way, you must state and explain a specific feature or reason that makes your packaging better for the environment or society and provide data and evidence.

    For instance, reusable packaging may reduce packaging waste or recurring single-use packaging dependency in a specific flow. It may also improve operational efficiency or customer experience. But saying “sustainable” alone does not clarify what you mean and what you have achieved.

    Do we need LCA data before communicating reusable packaging?

    Not always.

    Some claims require stronger environmental performance evidence, especially if you compare impacts or say one option has a lower environmental footprint than another.

    Other claims can be based on operational facts, such as:

    • Reduction of packaging waste
    • Reduction of virgin material use
    • Both supported by comparative reduction fact and ideally, with explanation how that has been achieved

    If the claim compares environmental impact, we recommend an LCA based substantiation that we can also provide. As part of our work, Circl’it helps identify what level of evidence is appropriate for different type of claims. 

    Who should be involved from our organization?

    Usually, the process works best when several functions contribute. Yet the main responsibility depends on your organizational structure and assignment of responsibilities.

    • Marketing or communications.
    • ESG or sustainability.
    • Legal or compliance.
    • Operations, logistics or quality.
    • Procurement or packaging.
    • Sales or customer-facing teams.

    Reusable packaging claims sit between communication, product and operations. The message must be attractive, but also technically and factually correct.

    Can Circl’it help create LinkedIn and website content from the claim work?

    Circl’it is best positioned to provide your marketing and communication teams with the right claim structure, sustainability related content and guidance.

    Once the claim logic and evidence are clear, we can assist your team in preparing or reviewing the final communication, however, we believe your team is best positioned to prepare the full copy that needs to reflect your brand messaging and identity.

    When is this service not the right fit?

    This service is not the right fit when a company wants broad sustainability messaging without evidence or does not want to define the operational reality behind the claim.

    It is also not a replacement for formal legal advice where legal sign-off is required.

    Circl’it’s role is to help structure factual, operationally grounded and substantiated circularity communication around reusable packaging systems and help prepare smooth and fast final legal review.

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