Navigating the Sustainability Landscape

There was a time when “going green” was a badge of honor for a brand. But today’s consumer expects sustainable practices and eco-friendly products and ingredients. Now, many brands turn to labels touting how their products are green, natural, sustainable, or safe. But what exactly does that mean?

In our first issue of Clean Insights, we discussed how companies are under heightened scrutiny by regulators and increased skepticism from consumers about environmental claims. Now, we’re wading into the complex territory of green or “eco” labeling—designations that help identify if a product has met certain environmental performance criteria¹—and certifications from independent third-party organizations. We’ll explore the consumer struggle with deciphering labels, the growing and complex eco certification landscape, and how important it is for brands to choose credible and meaningful programs that meet evolving compliance guidelines.

The number of labels can be overwhelming. But many brands invest in labeling programs to remain competitive in the market.

Below we see how the number of product launches with eco labels has increased over the past 10 years. In fact, in Europe and the U.S., more than 70% of detergents come with some eco-related label.

With many eco labeling programs on the market, consumers can be overwhelmed. But they’re not the only ones with a myriad of choices to make. Brands want to stand out as credible and trustworthy by making verifiable sustainability statements while avoiding regulatory and reputational risks.

As retailers, regulators, and NGOs respond to consumer demand, they are implementing more requirements or guidance for brands that make sustainability claims. They want to see proof—credible data, supply chain transparency, and clear impact metrics. This may be a good thing for brands as the trend moves away from calling them out for vague claims to creating a compliance structure.

For instance, the EU Unfair Commercial Practices Directive 2005/29/EC³ prohibits misleading advertising and enables authorities to request businesses to provide evidence for their environmental claims. The goal is accuracy, reliability, and transparency. In the US, an FTC requirement about truthfulness in advertising can be applied to green claims. It protects consumers from fake or misleading claims and ensures certain statements are backed by scientific evidence. The FTC also publishes the “Green Guide” to ensure claims are “truthful and non-deceptive.”⁴ Some argue global labeling mandates would create standardization, potentially reducing the number of labels.

The labeling programs with the most credibility adhere to strict criteria and remain independent from brands. They also build in stakeholder engagement and allow ample time for comments when changes to the criteria are proposed. Laundry detergent manufacturers must navigate an array of programs to determine which labels are most relevant to their product and audience. Third-party certifications appeal to consumers by giving them peace of mind that a product’s sustainability statements have been properly vetted. In turn, brands build credibility and reduce risk.

Regionalization also plays a part in labeling. Some brands need to use different labels on the same products depending on the region where they are sold due to varying certification criteria around the globe.

For brands, choosing the right eco label can boost consumer confidence, capitalize on a label’s brand recognition, build credibility, add value to their product and help them stand out among competitors.

“The attractiveness of a label is when it’s science-based,”

says Heide Werner Vedel, Manager, Regulatory affairs EMEA at IFF.

So how do we help brands choose the right label program and support their applications for certain certifications?

Brands need a trusted partner to guide them. IFF does more than produce enzymes for ingredients, we leverage our expertise to help drive innovation—in and out of the lab. Eco label programs are constantly shifting and evolving, and it takes time and effort to stay ahead of changing guidelines. IFF is here to help deliver science-based, transparent, and verifiable sustainability solutions that support both compliance and competitive differentiation.

These days brands are looking for clarity—and often direction. Our insights help them understand which regional and global sustainability certifications are science-backed, with realistic and achievable criteria. We work with brands to identify how we can best support their objectives. We supply them with data about our products’ renewable content, biodegradability, and carbon footprint. But more than that, we have a seat at the table where the decisions are being made.

We’re working with industry leaders, manufacturers, retailers, and policy makers to shape new standards in labeling claims.

We’re well-positioned to usher brands through the lengthy certification process.  Our participation in industry working groups helps us align reporting standards and stay ahead of regulatory changes. For instance, we’ve worked to reformulate or develop new products that don’t contain ingredients on regulators’ watch lists, such as titanium dioxide, says Alex Schuler, Biosciences Sustainability Director at IFF.

“We’ll take input from regulatory and alert R&D [research and development] to see how they can address it and offer additional products to customers in regions where there may be a concern,” Schuler adds.

We’re also often in direct contact with some of the labeling schemes so we can provide input on how their requirements are applied in “real life,” says Vedel. And we even have a portfolio of pre-approved products that are tailored toward some certification programs, such as Safer Choice in the U.S., adds Martin.

And to help us respond quicker to industry guidelines and third-party scrutiny, we’ve invested significantly in IT infrastructure to help us automate and standardize processes. For example, we can analyze cradle-to-gate carbon footprint, which measures the greenhouse gas emissions of a product from the extraction of raw materials until it leaves the factory, Schuler says. This will enable us to better serve our customers by being able to readily provide data that can support their environmental assessments.

Sustainability is more than just compliance. It’s a growth driver and an opportunity to shape the future of clean.

IFF is a leader in sustainability, unlocking growth for brands through trusted, data-backed claims. We create high-performing solutions that meet evolving regulatory and consumer expectations. For example, our PREFERENZ® portfolio of stable enzymes enables effective cleaning even at low temperatures, supporting consumers who choose cold wash cycles. Lower-temperature washing can reduce the energy required to heat water, which is often a significant contributor to the environmental footprint of laundry—depending on the energy source used.

In addition, by proactively shaping regulations, rather than reacting to them, we ensure our partners stay ahead of the curve. Green credentials aren’t just compliance. They’re a competitive advantage.

¹ https://www.epa.gov/greenerproducts/introduction-ecolabels-and-standards-greener-products
² https://www.pwc.com/gx/en/news-room/press-releases/2024/pwc-2024-voice-of-consumer-survey.html
³ https://environment.ec.europa.eu/topics/circular-economy/green-claims_en
⁴ https://www.ftc.gov/news-events/topics/truth-advertising/green-guides

We’ll highlight the various dimensions of fabric care in laundry.