20 – how to sell greener print without greenwashing HOW TO SELL GREENER PRINT WITHOUT GREENWASHING Pro tip: “It’s better to help your customers make a precise claim that can be backed up vs. a big claim that cannot be proven.” Clear, specific claims matter. Deloitte reports that 49% of consumers are skeptical about sustainability claims, which is why precise, supportable language can be more effective than broad “eco” statements. What not to say Sustainability claims can help a sale – or create risk. The strongest approach is to make claims you can support clearly and specifically. Avoid broad claims like: •• carbon neutral •• fully sustainable •• eco-safe •• zero waste Prefer specific, supportable claims like: •• made with recycled content •• designed for reuse •• recyclable or repulpable where accepted •• produced with lower-VOC ink technology •• sourced through a supplier with documented responsible sourcing practices
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