"From Green Claims to Green Evidence: Could You Prove What Your Business Says About Sustainability?"

Recyclable, lower carbon, made with recycled materials, environmentally friendly. Businesses use environmental claims like these every day, whether on packaging, websites and social media, or in tenders and conversations with customers.

But there is an increasingly important question businesses need to consider: if somebody asked you to prove one of those claims, could you?

That might sound like something only large businesses or sustainability teams need to worry about. In reality, changes taking place both in Europe and the UK mean it is becoming relevant to businesses of all sizes – including those that may not think of themselves as making environmental claims at all.

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What's Changing in Europe?

New EU rules designed to tackle misleading environmental claims came into effect on the 27th September 2026. They strengthen the rules around how businesses communicate environmental information to consumers, including the use of broad terms such as “green” or “environmentally friendly”, sustainability labels and some claims linked to carbon offsetting.

For UK businesses selling products or services to consumers in EU markets, these changes are important. Environmental information appearing on packaging, websites, advertising and other consumer communications may need to be reviewed to make sure that claims meet the requirements of the markets in which they are being made.

However, this isn't something UK-only businesses should simply dismiss as an EU issue.

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What if your Business Only Operates in the UK?

The basic principle behind these changes is already very relevant here.

The UK's Competition and Markets Authority (CMA), which is responsible for protecting consumers from unfair business practices, has established a Green Claims Code. Put simply, businesses shouldn't make environmental claims that are misleading and should have good evidence to support what they say.

UK advertising rules take a similar approach. If a business makes a factual environmental claim, it should have appropriate evidence to back it up. Broad statements such as saying that a product is “green” or “environmentally friendly” can be particularly difficult to justify because they potentially suggest a very wide environmental benefit.

The consequences of getting this wrong have also become more significant. Since April 2025, the CMA has had stronger powers to enforce consumer protection law, including the ability to impose substantial financial penalties in serious cases.

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Your Customers May Need Your Evidence Too

There is another reason this matters, particularly for businesses operating within supply chains.

Imagine that your business manufactures a product, supplies packaging or provides a service to another organisation. Your customer might ask how much recycled material is contained within a product, whether packaging is recyclable, what happens to your waste or what you're doing to reduce your environmental impact.

They may not simply be asking because sustainability is part of their procurement process. They could also need that information to support environmental claims they make to their own customers.

This has become an increasing area of focus in the UK. In January 2026, the CMA published guidance specifically looking at environmental claims across supply chains, including the responsibilities of retailers, brands, manufacturers and suppliers.

That means a business doesn't necessarily need to be making a big consumer-facing claim about being “green” for this issue to matter. The environmental information you provide to your customers may form part of the evidence they rely upon further along the supply chain.

For many SMEs, this may be where the change becomes most noticeable. Rather than a regulator suddenly asking questions, it could be an existing or prospective customer asking for better environmental information, more reliable data or evidence to support what you've told them.

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What Does Good Evidence Look Like?

The answer will depend on the claim being made.

If you say that your packaging contains 50% recycled material, for example, you should be able to show where that figure came from. If you say you've reduced waste, you should know what period you're comparing it with and have figures that demonstrate the reduction.

Similarly, if your website says you're reducing your carbon emissions, there should be a credible calculation and a baseline behind that statement, and if you tell customers that improving environmental performance is a business priority, you should ideally be able to demonstrate the objectives, actions and progress that sit behind that commitment.

None of this means every SME needs to employ a sustainability manager or produce a lengthy environmental report. It does mean businesses benefit from having a more organised way of understanding what they're doing, measuring progress and keeping appropriate evidence.

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Start By Getting Your Environmental House in Order

A useful starting point is simply to look at the environmental statements your business already makes.

What do you say on your website? What appears on your packaging or marketing materials? What environmental information do you provide in tenders? What do your sales teams tell customers? And what information are customers increasingly asking you to provide?

Then consider what sits behind those statements. Do you have reliable energy or waste data? Do you know your carbon footprint? Do you have an environmental policy? Have you identified the areas where your business has its biggest environmental impact? Are you setting objectives and recording the improvements you're making?

For businesses that already have much of this information, the exercise may simply highlight a few gaps. For others, it may show that environmental activity is taking place but isn't yet being measured or recorded consistently.

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Where Investors in the Environment Can Help

Investors in the Environment (iiE) is an environmental accreditation programme designed to help organisations put that structure in place.

Rather than starting with what a business wants to say about sustainability, iiE helps organisations look at what they're actually doing. That includes understanding environmental impacts, measuring areas such as energy, waste and carbon, setting realistic objectives, putting actions in place and tracking progress over time.

It also looks more widely at how environmental responsibility is managed within the organisation, including areas such as procurement, communication, environmental projects, biodiversity and social value where these are relevant.

Progress is independently assessed as part of the accreditation process. This provides businesses with external recognition for the work they're doing, but just as importantly, it helps create a more organised body of evidence behind that work.

For an SME, there is a practical business benefit to this. Instead of trying to pull information together from scratch whenever a customer sends a sustainability questionnaire, asks a question during a tender or requests evidence of environmental performance, much of that information is already being measured, recorded and reviewed.

Of course, achieving iiE accreditation doesn't mean a business can automatically make any environmental claim it wants. A specific claim still needs appropriate evidence to support it. What iiE can do is help make sure there is genuine activity, measurement and continual improvement sitting behind the organisation's wider sustainability story.

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Don't Stop Talking About the Good Things You're Doing

Greater scrutiny of green claims shouldn't mean businesses become afraid to talk about environmental progress.

If you've reduced waste, changed your packaging, cut energy use, introduced recycled materials or made another meaningful improvement, there is every reason to communicate it. Being specific about what you've achieved, explaining how you've measured it and avoiding claims that go further than the evidence are sensible principles to follow.

And for businesses that aren't quite there yet, this doesn't need to become another overwhelming compliance exercise. Start with what you already have, identify the gaps and gradually put better systems in place.

The EU's new rules have brought green claims back into the spotlight, particularly for UK businesses selling into European markets. But the wider message is relevant much closer to home. UK regulators already expect businesses to be able to support environmental claims with evidence, while customers and supply chains are increasingly asking for better environmental information too.

Ultimately, it comes down to the straightforward principle, if you say it, can you show it?

Taking the time to make sure the answer is “yes” could help your business communicate its environmental progress with greater confidence, respond more easily to customer requests and be better prepared as expectations continue to develop.

If you'd like to hear how other organisations are putting this into practice, join us at the iiE Sustainability Learning, Leadership & Celebration Conference in Newcastle on 25th November, where organisations ranging from major national businesses such as Greggs to small charities will share how they're approaching environmental management, building credible evidence and turning sustainability commitments into practical action. Book your free place at www.welcome.iie.uk.com/iie-2026.

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More Information

At Genee, we work with Wastepack members to help them develop practical environmental management systems through Investors in the Environment. By taking a structured approach, businesses can improve efficiency, reduce costs and demonstrate the environmental credentials that customers are increasingly looking for.

Genee Consulting Ltd is the Northern Delivery Partner for Investors in the Environment. To find out more about the accreditation and how Genee can support your sustainability journey, contact us at jo@genee.org.uk.

For many businesses, sustainability is no longer something that can sit on the sidelines. Customers, employees, investors and supply chains are asking more questions about environmental impact, while businesses are also having to respond to changing requirements around areas such as waste, resources and packaging.

Knowing sustainability matters and knowing what to do next, however, are two very different things.

For many businesses, the starting point isn't necessarily zero. You may already be measuring waste, managing packaging responsibilities, collecting environmental data or responding to questions from customers and supply chains. The challenge can be understanding how those activities fit together and where to focus your efforts next. You can find out why sustainability and accreditations matter to so many businesses here.

A useful starting point is to understand where your business is now by looking at the areas where you have the biggest environmental impact. That might include energy use, waste and resources, packaging, travel, procurement, water or the way your buildings are managed.

You don't necessarily need a complicated strategy from day one. Start by looking at the information you already have, identify where there are gaps and consider where there is the greatest opportunity to make a difference.

Turning Information into Action

From there, you can set some realistic priorities. There might be an opportunity to reduce waste, use resources more efficiently, improve energy efficiency, review packaging or make a different purchasing decision. Choose something achievable, measure the impact and build from there.

Environmental compliance is an important part of the picture, but it can also provide a useful foundation for wider sustainability action. The information businesses already collect around areas such as packaging, waste and resources can help identify opportunities, set priorities and demonstrate progress. The key is to make use of that information rather than simply collect it.

Through our partnership with Wastepack, this is something we're keen to support – helping businesses build on the environmental work they are already doing and take practical next steps towards a more structured approach to sustainability.

The important thing is to make sustainability part of how the business operates, rather than treating it as a separate project.

Learning From Others

It also helps to remember that you don't have to work everything out on your own. One of the most useful things businesses can do is learn from others.

Sustainability challenges are often shared, even when businesses operate in very different sectors. Seeing what another organisation has tried – including what hasn't worked – can save time and make taking the next step feel much more achievable.

Sustainability Events

That same spirit of learning from others and sharing practical experience is at the heart of two events taking place at Newcastle Civic Centre this November.

The Investors in the Environment Annual Conference on 25 November will take a broad look at sustainability under the theme Sustainability Learning, Leadership & Celebration. With a strong focus on practical delivery, the event will bring organisations together to share experiences, learn from one another and explore meaningful ways to move their sustainability work forward.

One of the things I value about the iiE community is that organisations are at very different stages of their sustainability journey. Some are taking their first steps towards a more structured approach, while others have been working on environmental improvements for many years. That creates a useful opportunity to learn from one another without expecting everyone to be in the same place.

Earlier in the month, the North East Recycling Forum Annual Conference & Awards takes place on 19th November, bringing together the region's waste and resources community. This year's conference will have a particular focus on the Deposit Return Scheme and what it could mean in practice for the sector, alongside opportunities to share experiences, make connections and learn from others working across waste and resource management.

The Next Steps

Ultimately, there isn't a single starting point for sustainability, and there isn't a perfect route through it. The important thing is to understand where you are now, identify where you could make a difference and take the next practical step.

You don't need to have everything worked out before you begin. Build on what you're already doing, choose some realistic priorities and develop your approach over time.

And don't underestimate the value of getting out and talking to others. Events, networks and conversations with businesses facing similar challenges can provide new ideas, practical examples and reassurance that you don't have to have all the answers. Sometimes hearing what someone else has tried is exactly what you need to take your own next step.

To find out more about the November events, visit Genee Consulting's events page genee.org.uk/events.

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More Information

At Genee, we work with Wastepack members to help them develop practical environmental management systems through Investors in the Environment. By taking a structured approach, businesses can improve efficiency, reduce costs and demonstrate the environmental credentials that customers are increasingly looking for.

Genee Consulting Ltd is the Northern Delivery Partner for Investors in the Environment. To find out more about the accreditation and how Genee can support your sustainability journey, contact us at jo@genee.org.uk.

For many packaging businesses, sustainability has traditionally been viewed as a compliance issue. Something to keep up with changing legislation, reduce waste or improve operational efficiency. While those benefits remain important, sustainability is increasingly becoming something else entirely: a competitive advantage.

Today, customers want to know that the businesses they work with share their values, understand their environmental responsibilities and are actively working to reduce their impact.

As more organisations develop their own sustainability strategies, they are looking beyond price and quality when selecting suppliers. Increasingly, procurement teams want evidence that suppliers are managing their environmental impact, measuring carbon emissions and taking meaningful action to improve.

For packaging producers, this shift presents both a challenge and an opportunity.

Sustainability is moving into the supply chain

For many large organisations, the greatest contributor to their carbon footprint isn't their buildings or company vehicles, it's their supply chain.

As businesses work towards ambitious environmental targets, they are asking more questions of the organisations they buy from. Whether supplying retailers, manufacturers or the public sector, packaging businesses are increasingly being asked to demonstrate their environmental credentials as part of procurement processes.

This isn't simply about ticking a compliance box. Customers want confidence that their suppliers are resilient, responsible and committed to continual improvement.
Businesses that can provide clear evidence of their environmental performance are often better placed to:

• strengthen tender submissions
• retain existing customers
• build trust with new clients
• differentiate themselves from competitors

Good environmental management makes good business sense

Preparing for customer sustainability requests doesn't need to mean creating complex reports or employing dedicated sustainability teams.

Many businesses find that implementing a structured Environmental Management System (EMS) helps them organise the information they increasingly need while also delivering operational benefits.

Frameworks such as Investors in the Environment (iiE) help organisations understand where they use energy, produce waste and consume resources, creating opportunities to reduce costs while improving environmental performance.

Businesses regularly identify savings through:

• reduced energy consumption
• improved waste management
• better resource efficiency
• more informed purchasing decisions
• improved employee engagement

These improvements don't just reduce environmental impact, they often improve profitability too.

Evidence matters more than intentions

Customers are increasingly looking for evidence rather than aspirations. For example, having clear environmental policies, measurable objectives and recognised accreditation provides reassurance that sustainability is embedded within a business rather than existing as a marketing statement.

External accreditations such as Investors in the Environment can help businesses demonstrate that they have robust environmental management processes in place while providing a framework for continual improvement.

For SMEs, this structured approach can be particularly valuable, helping businesses respond confidently to customer questionnaires, procurement requirements and growing requests for environmental data without creating unnecessary administration.

Future-proofing your business

Sustainability expectations are unlikely to decrease. Supply chain reporting, environmental legislation and customer expectations continue to evolve, meaning businesses that start preparing now will be better placed to respond to future requirements.

The businesses that will succeed won't necessarily be those with the biggest sustainability teams. They'll be the ones that can clearly demonstrate progress, provide credible evidence and continually improve.
Sustainability is no longer simply about reducing environmental impact. Increasingly, it's helping businesses win work, strengthen customer relationships and build resilience for the future.

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More Information

At Genee, we work with Wastepack members to help them develop practical environmental management systems through Investors in the Environment. By taking a structured approach, businesses can improve efficiency, reduce costs and demonstrate the environmental credentials that customers are increasingly looking for.

Genee Consulting Ltd is the Northern Delivery Partner for Investors in the Environment. To find out more about the accreditation and how Genee can support your sustainability journey, contact us at jo@genee.org.uk.

Sustainability means different things to different people, and often, those motivations vary depending on where someone sits within an organisation.

For leadership teams, sustainability may be closely linked to company values, long-term resilience and meeting growing stakeholder expectations. Marketing and communications teams may focus more on reputation, public perception and how sustainability strengthens the organisation’s brand. HR teams may see it as an important part of attracting and retaining talent, particularly as more employees want to work for organisations whose values align with their own.

Department-by-Department Perspective

Meanwhile, operational and facilities teams often engage with sustainability from a more practical perspective. Here, the focus may be on efficiency, reducing waste and identifying cost savings. Procurement teams may look at supply chains and responsible sourcing, while finance teams may be interested in risk reduction and long-term value. The key is understanding how to frame sustainability in ways that matter to different audiences.

For operational teams, that might mean demonstrating how reducing waste and energy use can improve efficiency and lower costs. For marketing teams, it may be about communicating achievements through social media, press coverage and client engagement. For employees, it could be about creating opportunities to contribute ideas and be part of positive change within the organisation.

Where Sustainability Goals Align

Importantly, these motivations are not mutually exclusive. Sustainability is wide ranging and often delivers benefits across all these areas at once. Reducing resource use can cut costs while also reducing environmental impact. Strong sustainability credentials can improve reputation while helping businesses meet customer and supply chain expectations. A visible commitment to sustainability can strengthen company culture and staff engagement at the same time.

A Structured Approach to Sustainability

The challenge for many organisations is knowing how to bring all these strands together in a meaningful and manageable way. This is where frameworks such as Investors in the Environment can provide real value.

Its staged approach recognises that organisations are at different points in their sustainability journey and supports continual improvement rather than expecting perfection from day one. iiE takes a holistic view, looking not only at resource management and operational efficiency, but also at how sustainability is reflected in policies, culture, staff engagement and external communications. Accreditation also gives organisations a credible way to communicate their environmental impact externally, helping demonstrate commitment to clients, stakeholders and wider audiences.

As part of the process, organisations receive a detailed audit report with feedback across different areas of the business. This can then be used to shape ongoing action plans, identify opportunities for improvement and support long-term progress rather than one-off initiatives.

Engaging Employees Across the Organisation

Engaging staff across different teams and departments is also a key part of building a successful sustainability culture. To support this, iiE has partnered with Stickerbook, a micro-learning platform designed to make sustainability easy and enjoyable for teams to engage with. Through short, accessible learning modules, staff can explore sustainability topics that may sit outside their usual job roles, helping build wider understanding across the organisation. The platform also uses friendly competition and shared challenges to keep engagement high, giving organisations another way to connect sustainability to the different motivations that exist across teams whether that is operational efficiency, personal values, innovation or organisational reputation.

Ultimately, sustainability is not just about carbon, waste or compliance. It is about culture. When organisations understand what motivates different departments and stakeholders, sustainability stops feeling like an obligation and starts becoming part of how people work, communicate and make decisions every day.

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More Information

Genee Consulting Ltd is the Northern Delivery Partner for Investors in the Environment. To find out more about the accreditation, contact us at jo@genee.org.uk.

Andy Thornton Ltd is a leading supplier of furniture to the hospitality industry, complemented by a thriving metalwork department and an antiques division specialising in reclaimed architectural pieces. Operating from a historic ironworks building, the company has embedded sustainability into its operations, achieving significant waste reduction while championing circular economy principles.

With multiple waste streams and large-scale furniture production, Andy Thornton faced the challenge of reducing overall waste, improving segregation, and ensuring recyclable materials were diverted from general waste. The company also sought to minimise packaging and reuse materials wherever possible.

Structured Waste Management and Circular Practices

Key actions included:

• Segregation and Infrastructure: Introducing clear waste streams for plastic, cardboard, wood, metal, confidential and general waste, supported by staff training and new recycling stations.
• Plastic Reduction: Installing water fountains and encouraging the use of reusable bottles to cut single-use plastics.
• Supplier Engagement: Requesting suppliers to use cardboard rather than plastic packaging.
• Reuse Initiatives: Repurposing pallets internally to reduce wood waste, and reusing foam and plastic for dispatch protection.
• Specialist Recycling: Partnering with local metal recyclers for rebates and working with waste brokers to manage the more complex streams.
• Compliance: Handling confidential waste securely in line with GDPR.
• Circular Economy Leadership: Continuing the company’s heritage of reclaiming and restoring antique architectural pieces for reuse in hospitality projects.

Impact

Comparing 2024 to 2022, Andy Thornton achieved:

• Total Waste Reduction: Nearly 40%.
• Recycled Waste Reduction: 41.36%.
• General Waste Reduction: 31.52%.

Also:

• Wood RORO skip changed only once in a year due to pallet reuse.
• Cardboard rebates reinvested into the local community via Elland Community Events Committee.
• Ongoing restoration of antique fittings prevents tonnes of materials from entering the waste stream, extending product lifespans by decades.

Paul Mercer, Health and Safety Advisor at Andy Thornton, said, "this is what we needed, it helps you build evidence to present to potential future customers! The initial meeting happened in February 2017, and by April 2017, we had our Bronze accreditation. It was straightforward, simple, and so helpful."

Andy Thornton demonstrates how operational improvements and heritage values can combine to deliver sustainability. By embedding reuse and recycling into its operations, the company is reducing waste, supporting local communities, and preserving historic materials for future generations.

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More Information

To find out more about iiE, visit our page here.

To discuss how Genee can support your organisation’s sustainability goals, visit Genee Consulting Ltd or contact jo@genee.org.uk.

Why responsible business now matters more than ever

In recent years, responsible business has shifted from a niche interest to a core expectation. Customers, supply chains, investors and employees increasingly want organisations to demonstrate that they operate with integrity, purpose and positive impact. The challenge for many businesses is knowing how to turn good intentions into meaningful, measurable action.

For packaging producers and manufacturers, these expectations are evolving rapidly. Increasing focus on sustainability, packaging compliance, ESG reporting and supply-chain transparency means organisations are now expected to evidence their environmental and social performance, not simply talk about it. Customers and procurement teams increasingly want to work with businesses that can demonstrate clear commitments and measurable progress.

Why accreditations help turn intent into action

At Genee Consulting Ltd, a North East based environmental consultancy, we believe accreditations play a vital role in bridging that gap. As a B Corp certified consultancy, a delivery partner for the nationally recognised Investors in the Environment (iiE) accreditation, Green iiE accredited ourselves, and as an organisation recognised through the Good Business Charter and Shine Advanced, we have seen first-hand the value that robust accreditations can bring to organisations. Not because they simply look good on a website, but because they provide structure, clarity and momentum.

At their best, accreditations are not tick-box exercises. They are practical tools that help organisations assess where they are, understand their impacts, and put clear plans in place to improve. For Genee, pursuing accreditations has been as much an internal journey as an external statement.

What accreditations have delivered for Genee

Using the Investors in the Environment framework helped us establish a robust environmental management system that was proportionate to our size and genuinely useful day to day. That same framework then supported us in evidencing our environmental performance when working towards B Corp certification, the Good Business Charter and the regional Shine Award.

How structured frameworks support packaging businesses

This experience is why we are so passionate about delivering Investors in the Environment to organisations across the North East and North West of England. The framework provides practical tools, templates and guidance that enable organisations to build environmental management systems that work for the business, rather than adding unnecessary complexity.

Time and again, we see organisations uncover cost savings, reduce environmental impacts and improve employee engagement simply by taking a more structured approach. For packaging businesses, this can include better environmental data collection, improved resource efficiency, reduced energy use, stronger supply-chain reporting and clearer evidence for customers, retailers and procurement frameworks. In many cases, taking a more structured approach also helps businesses identify operational efficiencies and strengthen internal engagement around sustainability goals.

Importantly, the framework is flexible, meeting organisations where they are, whether they are just starting out or looking to strengthen existing ESG and sustainability commitments. As packaging regulations and environmental expectations continue to evolve, many organisations are looking for practical frameworks that help them prepare for future requirements while also strengthening wider business practices.

Accreditations as a foundation for long-term progress

One client described their iiE audit report as “writing his 2026 business plan for him”, using Genee’s guidance to support long-term sustainability goals and operational improvements. accreditations for responsible business

Accreditations are not an end in themselves, but when implemented well, they can be powerful tools for turning values into action. From our experience at Genee, they have helped us build a stronger, more resilient business, while also supporting credibility with clients, partners and stakeholders. In sectors such as packaging and manufacturing, where transparency, sustainability commitments and supply-chain accountability are becoming increasingly important, that credibility matters more than ever.

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More Information

To find out more about iiE, visit our page here.

To discuss how Genee can support your organisation’s sustainability goals, visit Genee Consulting Ltd or contact jo@genee.org.uk.