Headerbild zur Erfolgsgeschichte von Fokus Zukunft und der Viterma AG zum Thema Green Claims Prüfung.

Success story

Green Claims Check of
Product Names, Communications and Packaging

Based on a detailed review of green claims used in the marketing of energy products, SCHARR WÄRME was able to align its product names and descriptions as well as its packaging design with the legal requirements of the EmpCo Directive and prepare its communications for future requirements. Together, we assessed potential risks from a practical perspective and discussed the extent of the necessary modifications.

Details of our
success story

  • Customer: SCHARR WÄRME GmbH & Co. KG
  • Energy and service companies in Germany
  • Industry: Energy sector

Challenges of the customer

Environmental claims require particular care in the energy sector. Product descriptions such as “green electricity” are already well-established terms and have shaped consumers’ expectations of what constitutes a “green” energy product. At the same time, requirements under the EmpCo Directive have become more stringent, meaning that every environmental claim needs to be critically reviewed.

A key factor is the interplay between the product name, the specific wording used, its context, visual presentation and the available evidence. This is precisely where purely automated reviews can quickly reach their limits: they can provide initial indications, but do not always take the full communication and company context into account.

Our solution approach

As part of our Green Claims Review, we assessed the environmental claims against a systematic review framework covering both formal and substantive criteria. We examined the available evidence and the technical characteristics of the products and identified potential risks relating to wording and substantiation.

For each area requiring modification, we also provided clear options for action and a practical assessment of the effort involved. Rather than simply classifying individual claims as right or wrong, we showed the implications of different wording options and identified the evidence that could substantiate the respective claims.

The findings were then discussed together with the marketing and product management teams to identify product-specific opportunities. This allowed open questions to be clarified directly and the recommendations to be assessed within the specific company and product context.

The result
of this success story

SCHARR WÄRME gained clear guidance on which product names and claims in its existing communications should be viewed critically and where adjustments were required. We also compiled an overview of product-specific evidence that can be used to credibly substantiate environmental claims.

This created a sound basis for the further development of communications relating to heating oil, natural gas and pellets.

“AI is useful and helpful for an initial review. But consulting with people who understand the subject and can assess the overall situation of our company is essential. It was particularly helpful that we could ask questions directly and discuss different options for the product names together, including the respective implications.”

– Franziska Enz, Marketing Specialist

Find out more
about this service

Communication & brand

Green Claims Training

Gain a solid understanding of the EU regulations Empowering Consumers for the Green Transition (EmpCo), and Green Claims Directive in order to make your communication clear, credible, and legally compliant. We explain the requirements in a practical manner and underline the opportunities of sustainable communication.

Find out more

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success story

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