Green Claims 2025: What’s important now - interview

We’re proud to share that our co-founder and managing director, Christoph Goeken, was recently featured in an interview with Messe Frankfurt’s Conzoom Solutions, offering valuable insights into the evolving landscape of sustainability communication under the EU’s Empowering Consumers Directive (EmpCo).

📺 For a deeper dive into Christoph’s insights and practical recommendations, watch the full interview here: Green Claims 2025: What’s important now. 

Turning Compliance into Competitive Advantage

In the interview, Christoph emphasises that the new regulations are more than just compliance hurdles – they’re opportunities for brands to stand out. By eliminating vague or unsubstantiated environmental claims, the directive levels the playing field, allowing companies that act responsibly to differentiate themselves.

“The new regulations are eliminating many weak sustainability claims – and companies that genuinely act responsibly now have a much greater opportunity to differentiate themselves.”
Christoph Goeken, Co-founder of info.link

Key Takeaways for Brands

• Transparency is Non-Negotiable: With over 80% of consumers actively engaging with sustainability messaging, clear and credible communication of environmental benefits is essential.
• Digital Labels are the Future: The upcoming introduction of digital labelling systems like the GS1 Digital Link by 2027 will enhance transparency and align with EU regulations on product traceability and sustainability labelling.
• Actionable Steps for Compliance: Christoph advises companies to assess their current Green Claims, develop a long-term sustainability strategy, and embrace digital labels and future technologies like digital barcodes to prepare for new transparency requirements.

Three Recommendations from Christoph Goeken

1. Review your current Green Claims
   Conduct a thorough analysis of the sustainability claims your company is already making. Check whether they meet the new legal requirements and whether they are specific and verifiable. If not, make the necessary adjustments.
2. Develop a long-term sustainability strategy
   Go beyond mere compliance and consider where you can create real, strategic sustainability advantages. Communicate these clearly and distinctively to stand out from the competition.
3. Leverage digital labels and future technologies like GS1 Digital Link QR codes
   Prepare your packaging for upcoming transparency requirements by integrating digital labels. These not only allow for more precise communication of Green Claims but also open up new opportunities to digitally support your sustainability strategy.