{"id":59111,"date":"2026-07-03T12:09:24","date_gmt":"2026-07-03T10:09:24","guid":{"rendered":"https:\/\/www.empack.be\/session\/communicating-sustainability-on-packaging-from-green-claims-to-brand-engagement\/"},"modified":"2026-07-03T12:10:35","modified_gmt":"2026-07-03T10:10:35","slug":"communicating-sustainability-on-packaging-from-green-claims-to-brand-engagement","status":"publish","type":"activity","link":"https:\/\/www.empack.be\/en\/session\/communicating-sustainability-on-packaging-from-green-claims-to-brand-engagement\/","title":{"rendered":"Communicating sustainability on packaging: from green claims to brand engagement"},"content":{"rendered":"\n<p>How do you communicate sustainability on packaging without resorting to greenwashing? And how do you ensure that sustainability messaging not only informs, but also encourages consumers to take action?<br\/>In this talk, you\u2019ll discover why strong branding forms the basis for credible sustainability communication on packaging. Using recent case studies from the food sector, we\u2019ll discuss how brands can translate sustainability into clear, relevant and inspiring packaging. We\u2019ll also explore the transition from the traditional barcode to the 2D QR code as a new interface for customer engagement and long-term brand relationships.<br\/>In addition, we\u2019ll examine the new European anti-greenwashing legislation, which, from September 2026, will require companies to formulate environmental claims in a concrete, verifiable and transparent manner. What will still be permitted? What will no longer be allowed? And what impact will this have on branding, packaging design and communication?<br\/>A talk for brand owners, marketers, packaging developers and retailers who wish to use sustainability as a credible source of added value for their brand.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How do you communicate sustainability on packaging without resorting to greenwashing? And how do you ensure that sustainability messaging not only informs, but also encourages consumers to take action?In this talk, you\u2019ll discover why strong branding forms the basis for credible sustainability communication on packaging. Using recent case studies from the food sector, we\u2019ll discuss [&hellip;]<\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"Communicating sustainability on packaging: from green claims to brand engagement","_seopress_titles_desc":"Communicating sustainability on packaging: from green claims to brand engagement | Bart Maesen | Empack Ghent 2026","_seopress_robots_index":"","_activity_time_start":"11:30","_activity_time_end":"12:15","_activity_date":"2026-09-22","_activity_price":"","footnotes":""},"edition":[400],"location":[402],"track":[],"activity_type":[],"class_list":["post-59111","activity","type-activity","status-publish","hentry","edition-empack-gent-2026","location-pack-stage-2"],"_guests":[],"_sponsors":[],"_cover_image":null,"_links":{"self":[{"href":"https:\/\/www.empack.be\/en\/wp-json\/wp\/v2\/activity\/59111","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.empack.be\/en\/wp-json\/wp\/v2\/activity"}],"about":[{"href":"https:\/\/www.empack.be\/en\/wp-json\/wp\/v2\/types\/activity"}],"version-history":[{"count":1,"href":"https:\/\/www.empack.be\/en\/wp-json\/wp\/v2\/activity\/59111\/revisions"}],"predecessor-version":[{"id":59112,"href":"https:\/\/www.empack.be\/en\/wp-json\/wp\/v2\/activity\/59111\/revisions\/59112"}],"wp:attachment":[{"href":"https:\/\/www.empack.be\/en\/wp-json\/wp\/v2\/media?parent=59111"}],"wp:term":[{"taxonomy":"edition","embeddable":true,"href":"https:\/\/www.empack.be\/en\/wp-json\/wp\/v2\/edition?post=59111"},{"taxonomy":"location","embeddable":true,"href":"https:\/\/www.empack.be\/en\/wp-json\/wp\/v2\/location?post=59111"},{"taxonomy":"track","embeddable":true,"href":"https:\/\/www.empack.be\/en\/wp-json\/wp\/v2\/track?post=59111"},{"taxonomy":"activity_type","embeddable":true,"href":"https:\/\/www.empack.be\/en\/wp-json\/wp\/v2\/activity_type?post=59111"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}