The era of unsubstantiated sustainability claims is over as European rules tighten

As the EU Empowering Consumers Directive approaches enforcement, retailers need technical proof and cross-functional governance to rebuild consumer trust. Consumer trust in retail sustainability claims has hit an all-time low. Years of vague marketing slogans and unsubstantiated product labels have left buyers deeply sceptical. The European Union is stepping in to fix this trust deficit. […]

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