Mayr-Melnhof Karton says consumer trust is key packaging sustainability metric amid tighter EU green-claims scrutiny

• Mayr-Melnhof Karton AG flagged consumer trust as a core ESG priority for packaging, shifting emphasis from broad sustainability slogans toward clear, substantiated on-pack claims.
• It pointed to rising regulatory scrutiny, citing the EU’s Green Claims Directive as increasing pressure to back claims with evidence.
• The group highlighted a gap in consumer understanding, with a Pro Carton survey showing 87% of respondents trust paper and cartonboard will be recycled, while 54% say they understand the difference between recycled and virgin cartonboard.
• It said trust should be built into packaging briefs from the outset through material choices, labeling, and specific sustainability information designed to withstand consumer and regulatory scrutiny.

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