The State of Green Claims 2024: Only 3 of 163 Green Claims on products meet the new EU Directives

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Here’s what you can look forward to:

✅ Funnel analysis: Classification of all green claims—horizontally by content and formatting, and vertically by quality and transparency

✅ Meta-analyses: Grouping of all 163 green claims by category, greenwashing risk, and access & presentation of digital information

✅ Best practices: Detailed breakdown of the 3 best green claims—and what they got right

✅ Regulation made simple: The methodology also serves as a hands-on guide for implementing all EU Green Claims requirements

Background

With the release of the draft EU Green Claims Directive, a new era of “zero tolerance” for greenwashing has officially begun.

To preserve sustainability communication in Europe—and to empower consumers to make truly sustainable purchasing decisions—we conducted a comprehensive study. We tested 163 green claims from 78 brands in Germany to identify current weak spots in light of upcoming EU regulations. Our goal is to offer practical guidance to help brands meet future requirements.