How are brands handling sustainability messaging on packaging right now?

From what I've been seeing in recent shelf audits and Mintel reports, the shift is toward specificity over vague claims — '30% recycled content' outperforms 'eco-friendly' by a wide margin with shoppers. Brands like Method and Seventh Generation are leading with on-pack QR codes that link to full sustainability scorecards, which tests really well with 25-40 year olds. If you want hard numbers, GreenPrint's 2023 Business of Sustainability study has solid data on purchase intent lifts — worth pulling for your client deck.