For many years, companies have also competed through their environmental messages. In many sectors, projecting a sustainable image was enough to build trust among customers and consumers. 

That landscape is changing. 

The new European regulatory framework is driving a far more rigorous approach to environmental communication. Environmental claims will have to be supported by verifiable evidence. Sustainability will no longer be measured by the strength of the message, but by the strength of the proof behind it. 

This is a profound change. 

The question will no longer be who communicates sustainability best. 

It will be who can demonstrate it most convincingly. 

For the packaging sector, this represents a particularly significant evolution. Packaging materials will need to explain clearly where they come from, how their resources are managed, how they perform throughout their life cycle and what evidence supports every environmental claim. 

Within this context, paper bags have particularly strong credentials. 

Their renewable origin, the responsible management of their raw materials, their high recyclability and the regulatory framework governing the entire value chain provide a communication platform based on facts rather than perceptions. 

This new environment rewards companies that have chosen transparency. 

Because trust is not built on slogans. 

It is built on the ability to prove what is claimed. 

That is probably the most significant change introduced by the new European legislation. 

And it is also an opportunity to communicate sustainability with greater rigour, greater clarity and greater credibility.