What you claim must be proven

What lies beneath

Sustainability claims require balance between ambition and evidence, marketing and compliance, storytelling and data.

The principle is simple: say what you do, do what you say, and support it with clear and accessible evidence.

Every strong claim starts with three questions:

• Is it true, supported by facts and measurable data?
• Is it clear, understandable for the audience?
• Is it complete, without misleading or omitting relevant information?

Only then does your message contribute to credibility and impact.

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Leadership means setting clear boundaries

In practice, sustainability claims are often scattered across marketing, packaging, product development, and reporting. Leadership means defining clear boundaries. Which claims do we make and which do we avoid? What do we substantiate, who is responsible, and how do we ensure consistency? Organisations that take control of this build trust both internally and externally.

Three levels of development

Compliance | Reviewing existing claims

Assessing current sustainability claims and verifying whether they comply with regulatory guidelines. Evidence is reviewed, and the focus is on reducing risks, ensuring transparency, and meeting compliance requirements.

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Compliance+ | Developing clear and substantiated claims

Establishing a structured process to review claims before publication. Marketing, sustainability, and compliance teams collaborate to ensure claims are accurate, aligned, and supported by evidence. Claims are verified and consistently applied across communication channels.

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Strategic | Sustainability communication as a strategic tool

Developing an integrated sustainability communication strategy. Claims are well considered, distinctive, and supported by strong evidence. Organisations actively align messaging with credibility, impact, and reputation, ensuring that claims strengthen both the brand and relationships with customers and partners.

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What it delivers

A structured approach to sustainability claims provides:

• Reduced risk of legal issues and greenwashing accusations
• Consistent and credible communication
• Stronger brand positioning and customer trust
• Improved collaboration between marketing, compliance, and sustainability
• Preparation for regulatory oversight and upcoming legislation

A strong claim is not what you say. It is what you can prove.

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Where do you stand?

Are you confident in your sustainability claims? Or do certain terms, visuals, or packaging raise doubts? Mérieux NutriSciences | Expert Partners helps you assess, validate, and strengthen your sustainability communication both legally and strategically.