84% of pet parents want companies to address climate change. At the same time, new EU rules are raising the bar for how companies can communicate environmental progress. Starting September 27, 2026, pet companies marketing or selling products or services to EU consumers will be required to follow the Empowering Consumers for the Green Transition Directive (ECGT).
Misleading claims carry severe penalties including fines of at least 4% of the company’s annual turnover in relevant EU Member States.
That creates a clear challenge: How do you talk about your work without increasing greenwashing risk?
Pet Sustainability Coalition (PSC) and 1% for the Planet recently hosted a webinar to answer that question.
Here are the key takeaways.
Skip to Webinar1. If you sell to EU consumers, these rules may apply to you
ECGT applies to companies marketing or selling products or services to EU consumers. Your headquarters do not need to be in Europe.
The rules take effect September 27, 2026, and applies to new and existing products or ‘old stock’ situations.
Companies should also pay attention to how individual EU member states implement and enforce the directive.
2. Generic environmental claims carry more risk
Broad, unspecific and generic words like “green,” “eco-friendly,” and “sustainable” often do not tell consumers what is actually different about a product.
The better approach is focusing on verifiable action and specificity. Instead of making a broad claim, state the action, result, percentage, material, or verified commitment you can support with evidence.
If you cannot clearly explain and substantiate a claim, reconsider it.
3. Third-party verification matters
Consumer-facing sustainability labels generally need to be established by a public authority or based on an independent certification scheme.
The risk and responsibility of compliance falls on the brand, not the certification. That makes it important to ask your certification partners questions like:
- Who is their third-party auditor?
- What evidence supports the claim?
- Can consumers easily find that information?
1% for the Planet shared how it is adapting its own certification model. Its EU process includes third-party auditing through BSI Group. Members must document that they contributed at least 1% of annual sales to approved impact partners before certification.
4. The answer isn’t to stop talking
Fear of greenwashing can lead companies to say nothing at all.
But consumers are still looking for credible information. Presenters of the webinar presented this data:
Watch the full webinar
The webinar goes deeper into:
- What ECGT means for pet companies
- Legacy packaging and existing inventory
- Sustainability labels and certifications
- How to evaluate third-party certification programs
- How 1% for the Planet is preparing for ECGT
- How PSC approaches Accreditation and credible sustainability communication
If your company sells into the EU, or you want to make stronger, more defensible environmental claims, watch the full webinar:
A new partnership with 1% for the Planet
PSC is now an approved Impact Partner in the 1% for the Planet network. This means 1% for the Planet members can support PSC as part of their annual 1% commitment, helping advance collaborative sustainability work across the pet industry.
The partnership gives companies another practical way to turn environmental commitments into industry-wide action.
This webinar and recap are intended for educational purposes and do not constitute legal advice. Companies should consult their legal counsel regarding their specific compliance obligations.
:00
0 secondsHi everybody from all around the world.
0:02
2 secondsGood morning, good afternoon, good night. Thanks for joining us. Um if you’re here, I’m sure you generally know
0:09
9 secondsuh what we’re talking about and who we are. Um but this is going to be a webinar about navigating
0:16
16 secondsum compliance in the EU, specifically the ECGT or the environ or the empowering consumers for a green
0:23
23 secondstransition directive. Um, and we’re going to talk specifically about give back programs and sustainability claims
0:33
33 secondsand um, what we as uh, 1% for the planet are doing to uh, remain compliant with
0:41
41 secondsECGT, how our certification works. We’re going to kind of look at that through a um, pet industry lens with the help of
0:50
50 secondsour friends, the Pet Sustainability Coalition. They’re going to talk a little bit about their accreditation program and the work that they do. And it’s going to be a great time. So before
0:58
58 secondsI jump into all those details, I would like to introduce our crew. Um, we can
1:05
1 minute, 5 secondsstart with me. My name is Jeff Wilson. I am the senior business development lead at 1% for the planet. I am based here in
1:14
1 minute, 14 secondsBurlington, Vermont. So it’s it’s 9:00 a.m. here um on the east coast in the US. I’ve been with 1% for the planet for
1:23
1 minute, 23 secondscoming up on seven years and my role is to talk to businesses of all shapes and sizes. Um, giving them the details they need about how our certification works,
1:31
1 minute, 31 secondswhat the benefits are, and give them a smooth onboarding experience. Heidi, I’ll kick it over to you.
1:38
1 minute, 38 secondsHi all, I’m Heidi Melaney. I’m the senior certification and operations manager here at 1% for the Planet. I’m
1:45
1 minute, 45 secondsbased out in California, so a little earlier here, 6 am uh my time. And um I’ve been with 1% for about five and a
1:53
1 minute, 53 secondshalf years and have been deep in ECGT weeds um for the last year or so. So I’m really excited to talk to you all and I’ll pass it over to Allison.
2:05
2 minutes, 5 secondsYeah, I am so excited to be here. My name is Allison Hamburger. I’m the director of sustainability and innovation at the Pet Sustainability
2:12
2 minutes, 12 secondsCoalition. I get to say that word a lot, sustainability, and that’s great because that’s my my favorite thing to do. I’ve been with PSC for almost three years.
2:21
2 minutes, 21 secondsI’m rounding up a bit. Um, but before that, I was in corporate sustainability.
2:25
2 minutes, 25 secondsAnd the storytelling, connecting the dots to what you’re doing to how to say it to your consumers is one of my favorite parts of the work that we do at PSSE. So excited to get into it.
2:36
2 minutes, 36 secondsAwesome. Thanks, Allison. Uh yeah, this is a webinar we’ve been wanting to put on for a while with um PSC and so glad
2:44
2 minutes, 44 secondsthat we’ve we made it here and we’ve had some a great um registration turnout. We got a great crew here. So, first let’s talk about who we are as an organization
2:52
2 minutes, 52 secondsand why we’re talking about uh ECGT. So, 1% for the Planet is a global organization. Um, we’re one of the most
3:00
3 minutesrecognized and trusted uh environmental certifications in the world and we exist to ensure that our planet and future generations thrive. We inspire
3:09
3 minutes, 9 secondsbusinesses and individuals to support environmental solutions through membership and everyday actions. We make
3:16
3 minutes, 16 secondsgiving back to the planet and to people easy and effective through partnership advising. uh we provide impact
3:24
3 minutes, 24 secondsstorytelling uh advice and uh we have a credible certification framework.
3:31
3 minutes, 31 secondsSo that’s a little snapshot of our global network. Um and really to just you know what makes us a trusted source
3:38
3 minutes, 38 secondsfor compliant impact marketing information. Um, for the last 24 years, we’ve worked with thousands of brands
3:45
3 minutes, 45 secondsacross 60 different industries, uh, over a 100 different countries who are committed to protecting our planet and want to tell that story to consumers.
3:55
3 minutes, 55 secondsAnd so, that’s not a responsibility we take lightly. And so, we’re investing in the highest standards of compliance across uh, all the markets that our
4:03
4 minutes, 3 secondsmembers uh, operate in. Um, as you can see, we’ve certified over $870 million in impact uh since our founding. Got
4:12
4 minutes, 12 secondsover 4,000 business members, over 8,000 environmental partners. Um, and um, we
4:19
4 minutes, 19 secondshave over 900 members in the EU, which is why this directive is very relevant to a lot of the folks we work with. I’m going to kick it over to Allison to tell
4:28
4 minutes, 28 secondsus a little more about that sustainability coalition.
4:31
4 minutes, 31 secondsAwesome. Thank you, Jeeoff. So for those of you who are new to PSC, we are a nonprofit that helps the pet product
4:38
4 minutes, 38 secondsindustry make measurable progress on sustainability. So as you see here, our vision is a sustainable future where every choice for pets supports a thriving planet, not just some of them.
4:48
4 minutes, 48 secondsAnd our mission is to advance sustainability and that vision through collaboration, education, and innovation. Um, I’m excited because it’s
4:56
4 minutes, 56 secondsrelevant to today’s conversations because a lot of the work that we do with our members has to do with the story that they’re telling about it. Um,
5:03
5 minutes, 3 secondsand making sure that they have the systems and the evidence and the partnerships and internal practices to really back up what they are communicating. Um, we are also an impact
5:12
5 minutes, 12 secondspartner with 1% for the planet which is very exciting. So that means that any monetary support towards PSSE counts towards that 1% commitment.
5:21
5 minutes, 21 secondsYou can go to the next we love it. I’ll just say I used the term environmental partner just one slide ago. We are currently transitioning that
5:29
5 minutes, 29 secondsnomenclature. So environmental partner, impact partner, interchangeable, but Allison got it right. Uh they are an
5:36
5 minutes, 36 secondsimpact partner of of ours meaning yeah they are a recipient organization from from our members and just an awesome organization.
5:44
5 minutes, 44 secondsBack to you Alison.
5:46
5 minutes, 46 secondsAwesome. Um so this is a little snapshot of our coalition. Our membership includes brands and manufacturers and suppliers, distributors, retailers.
5:54
5 minutes, 54 secondsReally any company that has something to do with getting pet products on shelves is welcome to be a member with us. And that spans across 22 countries, many um
6:04
6 minutes, 4 secondsUS states as well. And really that diversity matters because we’re tackling the sort of environmental and sustainability issues that one company
6:12
6 minutes, 12 secondsalone cannot solve. their more systemic challenges around ingredients and packaging and emissions, supply chains and communication. Um, so there’s a
6:20
6 minutes, 20 secondscouple of ways that we work. We provide individual company support to our members as well as bringing our members together as a coalition um to create shared tools and learn from each other.
6:33
6 minutes, 33 secondsAnd then finally, I wanted to share some of the companies that are accredited with us. I will get into this more later, but um our accreditation program
6:42
6 minutes, 42 secondsrecognizes companies that meet PSSE’s impact requirements at the company level. Um and our goal is to help those
6:50
6 minutes, 50 secondscompanies communicate their sustainability work, continue advancing, um and demonstrate their leadership.
6:57
6 minutes, 57 secondsSo that’s it from PSC. You’ll hear more from me later.
7:02
7 minutes, 2 secondsYes, we can’t wait. Um so here’s what we’re going to cover today. Uh we’re going to talk about the basics of the
7:09
7 minutes, 9 secondsECGT directive. What is this thing? Uh it twists my tongue up every once in a while, but that’s like I said, the
7:17
7 minutes, 17 secondsempowering consumers for a green transition directive. Some folks refer to it as EMPCO. Those are the same thing. We’re going to talk about the
7:24
7 minutes, 24 secondsbasics of it, how it works, timelines, uh what it means. Uh then we’re going to talk about the dos and don’ts of compliant marketing. uh specifically for
7:33
7 minutes, 33 secondsgive back programs. We’re going to kind of root this in 1% for the planet certification, but um what we’re going to talk about is applicable to other
7:40
7 minutes, 40 secondscertifications and claims that you’re making. We’re going to talk about um 1% for the planet as an ECGT compliant
7:47
7 minutes, 47 secondssolution. Um how we’re evolving our certification model to maintain uh compliance with the directive. and then
7:55
7 minutes, 55 secondswe’ll send it back over to Allison uh to give an overview of PSC’s uh accreditation program. And then if we
8:03
8 minutes, 3 secondshave time, which I’m hopeful we will, we’ll open it up for some questions from y’all. Last time we did this, we got a little too excited about compliance and
8:12
8 minutes, 12 secondswe only had like five minutes. So, I’m going to try to keep a solid pace here.
8:17
8 minutes, 17 secondsSo, let’s start with the basics of the ECGT directive and timelines. But before we do that, I do want to make a quick
8:26
8 minutes, 26 secondsdisclaimer. It’s important to note that the information provided in this presentation is not legal advice. Um,
8:32
8 minutes, 32 secondsneither Heidi and I are lawyers and at the end of the day, you should consult with your own legal counsel with specific questions about ECGT compliance
8:41
8 minutes, 41 secondsfor your company. Heidi has become in many ways an expert on ECGT in my opinion over the last couple months. And
8:50
8 minutes, 50 secondsuh I think our goal here is to equip you with the right questions that you can bring to your team and and give you a
8:58
8 minutes, 58 secondsstrong knowledge base of what ECGT is and what to look out for. Um and then you can bring those questions to the certifications you’re working with and
9:06
9 minutes, 6 secondsum your compliance and legal teams. Um but we don’t have an inside scoop on ECGT, nor are we experts in EU corporate
9:14
9 minutes, 14 secondslaw. Um, we do have a team dedicated to ensuring that our certification scheme is compliant. Um, and we’re com
9:22
9 minutes, 22 secondscompiling comprehensive resources to offer informed guidance uh before, during, and after the enforcement date.
9:28
9 minutes, 28 secondsSo, we’re going to do our best to answer your questions at the end of the presentation, but there might be cases where we were saying we’re not sure.
9:34
9 minutes, 34 secondsPlease consult with your legal counsel because the last thing we want to do is is misinform any of you.
9:40
9 minutes, 40 secondsThat being said, I’m gonna kick it over to Heidi to tell us a little more about what exactly ECG is.
9:47
9 minutes, 47 secondsYes, thanks Jeff. Um, so like Jeff said, ECGT, also known as EMPCO, is the empowering consumers for the green transition directive. And it’s a
9:56
9 minutes, 56 secondslandmark EU law designed to eliminate greenwashing and protect consumers at the point of decisionmaking. So when a consumer is looking at a product on a
10:04
10 minutes, 4 secondsshelf or on a website, it goes into effect September 27th. So, coming up really quickly, there’s no transition period. This is the transition period.
10:14
10 minutes, 14 secondsUm, and it’s amending the UCPD, which is already in place, the unfair commercials practice directive. The key point to
10:22
10 minutes, 22 secondsremember is that EU consumers want to make informed decisions at the point of sale. And so, when you’re selling to those consumers, you can no longer make
10:30
10 minutes, 30 secondsbroad, generic, sustainable, or environmental claims. The directive now bans displaying any sustainability label
10:37
10 minutes, 37 secondsthat’s not based on a certification scheme or established by a public authority.
10:47
10 minutes, 47 secondsUm, so who does it affect? It affects any company marketing or selling products or services to EU consumers in a this is key business to consumer
10:55
10 minutes, 55 secondscontext regardless of where the company is headquartered. Um, the rules may slightly vary depending on the
11:03
11 minutes, 3 secondsindividual member state legislation. So, you know, it could be more strict in certain states. So, we uh highly recommend that you check the individual
11:11
11 minutes, 11 secondsmember states that you sell or market to. Um, but again, it’s effective September 27th. Regardless of where you’re headquartered, if you sell or
11:19
11 minutes, 19 secondsmarket to EU consumers, um, you have to comply with these strict new rules regarding sustainability labels and environmental claims.
11:31
11 minutes, 31 secondsWhat does enforcement look like? Uh, as of March, all member states were supposed to have transposed the directive. Um, that I don’t think
11:39
11 minutes, 39 secondsactually happened by March, but on September 27th, it is going into effect.
11:43
11 minutes, 43 secondsUm, that is happening. It the directive applies to new and existing products or old stock situations. Um, and if you do
11:53
11 minutes, 53 secondshave existing products on the shelves, which I assume most of you do, or old stock situations, we highly recommend that you check out question 18 in the
12:01
12 minutes, 1 secondcommission’s Q&A document for old stock information on how enforcement will work. I know Jeff will um share out a link to that resource after this
12:10
12 minutes, 10 secondswebinar. Um, but I’ll go through some of the highle information that that question covers. So old stock is or products or packaging
12:18
12 minutes, 18 secondsalready manufactured, ordered, distributed or placed on retailer shelves before September 27th.
12:25
12 minutes, 25 secondsThe um EU says you have practical options like covering or correcting claims by stickers or adding supplementary information at the point
12:32
12 minutes, 32 secondsof sale. We know this is very tricky for stock that’s already out in the wild. Um
12:39
12 minutes, 39 secondsso in June they came up with a common understanding about how enforcement will work which is what question 18 covers
12:47
12 minutes, 47 secondsand the common understanding is number one traders are expected to move toward compliance without delay and in good faith. So you still need to change and
12:56
12 minutes, 56 secondsfix all that old stock product but enforcement by the authorities may be phased with reference to genuine and specific transitional difficulties by
13:05
13 minutes, 5 secondstraders. So early on infor authorities may look at claims already under UCPD rules or um online claims as they’re
13:14
13 minutes, 14 secondseasier to update or practices that are the most harmful to consumers. Um non-packaging claims and marketing materials, products with shorter shelf
13:22
13 minutes, 22 secondslife. Um there also might take into account your role size, your resources, your economic capacity, and your efforts
13:30
13 minutes, 30 secondsto comply in good faith with the directive. So, we highly recommend that you figure out how to update all of that
13:38
13 minutes, 38 secondsold stock. If you cannot, um, definitely check out question 18 and have some backup in case someone asks you what
13:45
13 minutes, 45 secondsgood faith efforts you’re you’re putting into fixing those things.
13:53
13 minutes, 53 secondsUm the stakes um each EU member state is required to adopt the director directive into national legislation which may may lead
14:02
14 minutes, 2 secondsto slight variations. Um there are some severe penalties that could happen if an EU regulator finds that you um have
14:09
14 minutes, 9 secondsviolated the directive of at least 4% of your annual annual turnover. So very high potential penalties although that
14:18
14 minutes, 18 secondscommon understanding does um take some grace into effect potentially.
14:23
14 minutes, 23 secondsThanks Heidi. So you know as we kind of illustrated here that at the end of the day this is meant to protect the consumer and allow consumers in the EU
14:31
14 minutes, 31 secondsto make informed decisions and have the resources to make informed purchasing decisions based on the information
14:38
14 minutes, 38 secondsavailable to them um at that point of purchase. And there are penalties for not providing, you know, that
14:45
14 minutes, 45 secondstransparency um and the information that uh a consumer needs to make a a decision
14:52
14 minutes, 52 secondsum a purchasing decision based on the sustainability of of of your brand. So now we’re going to get into uh what some
15:01
15 minutes, 1 secondof the dos and don’ts are around um those marketing practices um to comply with the directive.
15:08
15 minutes, 8 secondsAs I just said, here we go. Okay, so the big one is don’t use generic claims. So on your packaging, don’t use environmental
15:16
15 minutes, 16 secondsfriendly, eco-friendly, green, sustainable. Those are too broad and unspecific and generic and they go
15:23
15 minutes, 23 secondsagainst what the directive is trying to uh establish. So the EU now prohibits broad non-specific environmental claims
15:31
15 minutes, 31 secondsum on products or in marketing unless the business can prove the product meets the highest possible environmental standards recognized by the government.
15:39
15 minutes, 39 secondsAnd because these terms are often way too vague to be actually verified, we recommend avoiding them entirely and instead using specific factbased language.
15:51
15 minutes, 51 secondsSo what does that mean? Um do focus on verifiable action and specificity. So use simple clear language like um this
16:00
16 minutesproduct supports our commitment to contribute 1% of annual sales to verified environmental solutions as certified by 1% for the planet. It’s
16:08
16 minutes, 8 secondsvery clear. Um the consumer can understand what you’re doing. Uh where the money is going. Um do not use this
16:16
16 minutes, 16 secondsproduct is eco-friendly. That is not clear. That is too generic. Um and EU regulators are looking for phrases like that.
16:25
16 minutes, 25 secondsYeah. Uh, and so for some of these examples, uh, we’re using 1% for the planet as an example because Heidi and I work at 1% for the planet and we have
16:33
16 minutes, 33 secondsour strongest understanding of how to be ECGT compliant, uh, via 1% for the planet certification, but you can, you
16:40
16 minutes, 40 secondsknow, apply this to any other certification that you’re you’re working with. Um, again, we want to equip you with the right questions to to bring to
16:47
16 minutes, 47 secondsthem. Um, and so that first sentence can be relevant to uh any other kind of third party that you’re working with to validate your sustainability and make
16:56
16 minutes, 56 secondssure that your claims are referencing those certifications uh and and being specific. Again, we don’t want to just
17:03
17 minutes, 3 secondsuse broad blanket terms like this product is eco-friendly or green or anything like that.
17:13
17 minutes, 13 secondsSo, don’t display unverified labels. Uh, sustainabilility labels that are not established by a public authority or
17:20
17 minutes, 20 secondsbased on an independent certification scheme are banned. So, don’t use like earth friendly or natural ingredients as labels on your products um or in
17:28
17 minutes, 28 secondsmarketing campaigns, but do use third party verified
17:35
17 minutes, 35 secondssustainability labels. Like again, we’re using our logo as an example here, but um as you can see, our logo is compliant. It’s third party verified. It
17:44
17 minutes, 44 secondsenables consumers to learn more at the point of decision-making because we have our URL there that links to our compliant web page so that consumers can
17:52
17 minutes, 52 secondsfind out exactly in a transparent way how we are compliant with the directive and what our certification scheme is.
17:59
17 minutes, 59 secondsAnd it’s a really specific claim. uh consumers can tell if you’re using that certified business logo that you are a certified business here at 1% for the
18:07
18 minutes, 7 secondsplanet or if you’re using the product, oh, this is a certified product at 1% for the planet. So, it’s very clear to the consumer and there’s more information that consumer can find at
18:15
18 minutes, 15 secondspoint of sale. Um, I have a little more information here. The law defines a sustainability label as a voluntary
18:23
18 minutes, 23 secondsmarker logo that aims to set a product or a business apart based off its environmental or social characteristics.
18:30
18 minutes, 30 secondsSo there’s definitely some interpretation that comes into play. Um but established by public authorities only applies to official government
18:37
18 minutes, 37 secondslogos. So very small uh amount of logos that are um acceptable there. And according to article one of the
18:45
18 minutes, 45 secondsdirective, displaying a sustainability logo that’s not part of an established public system or an independent thirdparty verified certification scheme
18:53
18 minutes, 53 secondsis strictly prohibited on product packaging. Um disclaimer, a very narrowly tailored factual statement may still be fine without a certification.
19:04
19 minutes, 4 secondsSomething like this product is made with FSC certified lumber allow. This could be allowed because it’s 100% specific.
19:12
19 minutes, 12 secondsIt’s highly accurate and it’s fully verifiable. Um but you have to possess the exact invoices, the supply chain data, the chain of custody documentation
19:21
19 minutes, 21 secondsto prove it instantly if you’re challenged by a regulator. So, there’s still risk involved in having those um types of claims on packaging, but it’s
19:30
19 minutes, 30 secondspotentially okay. I would probably seek legal counsel if you do want to do things like that. Um, another example of something that could be compliant likely
19:38
19 minutes, 38 secondsis the table legs are made with FSE certified oak. It’s extremely specific.
19:43
19 minutes, 43 secondsIt’s accurate. It’s verifiable. What’s not compliant is saying, you know, putting a massive banner on a box that says this is an FSC certified wood table
19:52
19 minutes, 52 secondsif only 10% of the wood components actually hold that certification. That’s misleading under the new rules. So, if a
19:59
19 minutes, 59 secondscompany wants a simple front of pack eco signal, a recognized third-party certification scheme is increasingly definitely the safest route to go uh
20:08
20 minutes, 8 secondswhen marketing or selling to EU consumers. Regulators are assessing the overall impression of the item. If it’s
20:17
20 minutes, 17 secondseco signaling in any way, it’s safest to join a third party certification scheme that’s compliant with the directive.
20:26
20 minutes, 26 secondsYeah. And you know what we’re getting at here is whether you want to be a 1% for the planet member or not, whether you are or interested or there’s some other certification you’re exploring, um, do
20:35
20 minutes, 35 secondsyour research and ask them questions. um even if they claim to be ECT compliant.
20:40
20 minutes, 40 secondsUm ask who is their accredited thirdparty auditor? We’ll get to that later. Um is their logo compliant? Do they have a compliance page included in
20:49
20 minutes, 49 secondstheir logo? Can the consumer look at that logo and learn more about uh your relationship with that certification at the point of sale? Um, so don’t let an
20:58
20 minutes, 58 secondsunprepared certifier put you at risk uh of fines because ultimately the risk and responsibility of compliance and and
21:05
21 minutes, 5 secondsfines falls on the brand uh not the certification.
21:11
21 minutes, 11 secondsSo amidst all these regulatory hurdles and all the things that we just talked about, you might be like, “Oh my gosh, that’s a lot of stuff.” I’d rather just not talk about the good work that we’re
21:20
21 minutes, 20 secondsdoing. we want to still do that work, but um we’re good on like the storytelling piece um because we don’t want to, you know, incur any fines or or
21:27
21 minutes, 27 secondsyou know, be called out as as a greenwasher. Um that might seem like the easy path forward, but your voice is still important and that is part of what it means to be a purpose-driven brand.
21:39
21 minutes, 39 secondsUm so, you know, research shows that the public demands more decisive climate action from the private sector and consumers believe that business is not doing enough to address climate change.
21:50
21 minutes, 50 secondsUm, so this was an Edelman Trust Barometer survey of 33,000 customers across 28 global markets, finding that
21:58
21 minutes, 58 seconds55% of folks um around the world say that um they’re more likely to buy from a brand that combats climate change. 51%
22:06
22 minutes, 6 secondsof people think that businesses are not doing enough. And 53% of people assume if a brand does not communicate what
22:14
22 minutes, 14 secondsit’s doing to address societal and environmental issues that the brand is doing nothing at all or worse hiding something. Um so it’s really important
22:22
22 minutes, 22 secondsto tell these stories with the you know verifiable backing that um certifications like us um and others
22:30
22 minutes, 30 secondsbring and that applies to the pet industry too Allison.
22:35
22 minutes, 35 secondsYeah. So when we zoom in to talk about only pet owners, um the numbers get even more convincing. So 84% of pet parents
22:44
22 minutes, 44 secondswant companies to address climate change and another 73% of them think that people should deal with climate change
22:52
22 minutes, 52 secondsas well. And interestingly that 73% one is 9% more than people that don’t own pets. So, um the we see this over and
23:01
23 minutes, 1 secondover again that there is this opportunity in the pet industry um because there’s some sort of connection between owning a pet and then caring about the environment and wanting to do
23:09
23 minutes, 9 secondssomething about it. And then at the top 62% of pet parents bought an environmentally friendly which that phrase itself would be questioned by the
23:17
23 minutes, 17 secondsECGT but for this data um they bought a product like that in the last month which is 16% more than non-pet parents.
23:25
23 minutes, 25 secondsSo, there’s certainly a business case to be made about educating pet parents about the environmental and good qualities of your product, but I also
23:33
23 minutes, 33 secondswanted to throw it out there that even business case aside, if this is part of your company’s values, you need to be
23:40
23 minutes, 40 secondstalking about it because if you’re doing great sustainability work behind the scenes, it but not sharing it, then it loses momentum. And especially for
23:49
23 minutes, 49 secondsPSSE’s mission, we’re trying to make every single pet product out there um part of a thriving planet. Like we need to be talking about that and get more momentum going and going.
24:00
24 minutesYeah. Yeah, [clears throat] and I think that’s a really great call out about an environmentally friendly product and really shows that being ECGT compliant
24:06
24 minutes, 6 secondsis gaining a competitive advantage because the ability to say you’re environmentally friendly is going to become increasingly more difficult if
24:14
24 minutes, 14 secondsyou are not ECGT compliant or you don’t have a third party verification backing it up. So to maintain that 62%
24:21
24 minutes, 21 secondsuh and and you know continue to um connect with those um consumers that value sustainability, you’re going to
24:29
24 minutes, 29 secondshave to be ECGT compliant in order to um you know attract those uh sustainably conscious consumers.
24:38
24 minutes, 38 secondsSo with the right partner, communicating your impact can be easy, effective, and risk-free.
24:44
24 minutes, 44 secondsWe’ve got you covered. Um I’m going to hand it back to Allison uh first to talk about um PSSE’s accreditation program.
24:53
24 minutes, 53 secondsYeah, thank you. Um so I think that PSSE’s accreditation program is based on a couple of things. We want to be able
25:00
25 minutesfor our members to talk about their sustainability work with confidence and then also be able to make change over time. Um get better and better at their
25:08
25 minutes, 8 secondssustainability strategies. So that’s what our um program does. As you can see here, the program combines an assessment, support, verification, recognition, and year-round benefits.
25:19
25 minutes, 19 secondsUm, and our goal really isn’t just to get this designation. It’s to create a stronger foundation for how companies manage and demonstrate their
25:27
25 minutes, 27 secondssustainability work. But a big thing to note here is the logo that you see on screen here is not allowed on pack. It’s
25:35
25 minutes, 35 secondsnever been an onpack program. It’s um intentional. It’s a company level certification. Um and PSC is inherently
25:43
25 minutes, 43 secondsa B2B organization. We are a nonprofit working with businesses and of course we provide resources for those businesses to talk with their end consumers but for
25:52
25 minutes, 52 secondsthis program the purpose is really um at that company level B2B. So again that logo not allowed on pack which is very
25:59
25 minutes, 59 secondsimportant to note for um this webinar here. But I also wanted to share that we are in the process of evolving our
26:07
26 minutes, 7 secondsaccreditation program because what was credible five or 10 years ago is not the same as what’s credible now as we’ve
26:15
26 minutes, 15 secondsjust been learning about. So we’re strengthening the rigor and verification behind the program and creating clearer minimum expectations.
26:22
26 minutes, 22 secondsUm and I think part of our work of evolving that program is to strengthen the communication about what the program
26:29
26 minutes, 29 secondsis and is not. So um we are trying to work to provide those resources to shift from can I say anything at all about
26:37
26 minutes, 37 secondssustainability to more something like what can I accurately and confidently say when um I’m working on my sustainability strategy. So with our
26:45
26 minutes, 45 secondsaccreditation program that’s one of the main ways that we really try to reduce greenwashing and EC or improve ECGT
26:52
26 minutes, 52 secondscompliance with our members while also not encouraging green hushing.
26:58
26 minutes, 58 secondsLove it. Um yeah and since uh 1% for the planet we our logo can be used on pack
27:05
27 minutes, 5 secondsand is very often a consumerf facing logo and asset. Uh we have uh evolved our model um in some ways to um remain
27:15
27 minutes, 15 secondsect compliant. So we’re going to walk through that. I know there’s a good amount of folks who are PSC members. Um there’s folks who are uh in the compliance or consulting side of things.
27:26
27 minutes, 26 secondsUm, so we’re just going to talk about, yeah, our model and and how it’s ECTD compliant and just give you some education on how 1% for the planet works
27:33
27 minutes, 33 secondsin general. So 1% for the planet members commit to giving back 1% of sales to rigorously vetted in network impact
27:41
27 minutes, 41 secondspartners like uh PSC. You know, uh there’s over 8,000 environmental
27:48
27 minutes, 48 secondsnonprofits that are impact partners in our network. So we advise our members on a giving strategy. We connect them directly to organizations that align
27:56
27 minutes, 56 secondswith their values. Um, and our auditors uh certify that giving by reviewing financial and giving records and
28:05
28 minutes, 5 secondsconfirming that the annual 1% commitment has been met. Finally, we amplify that impact story through events, storytelling campaigns, and the results
28:14
28 minutes, 14 secondsare verified impact, a vibrant community, and an authentic, credible giving story.
28:23
28 minutes, 23 secondsUm, Here’s how we changed our logos.
28:25
28 minutes, 25 secondsYeah. So, yeah. Um, we have regulation ready logo assets. Uh, members can use our compliant logo after our third-party ISO
28:34
28 minutes, 34 secondsaccredited auditors certify their fiscal year. Our team provides hands-on support with submitting the necessary revenue
28:41
28 minutes, 41 secondsand proof of donation documentation to certify that you have fulfilled your 1% commitment and are using our logo on
28:48
28 minutes, 48 secondspackaging and communication materials compliantly.
28:52
28 minutes, 52 secondsUm certification at 1% for the planet is very simple and straightforward. It’s just simply proving to us that you contributed at least 1% of your total
29:00
29 minutesannual sales to improved impact partners. Uh we have a really simple model in that way. Uh we have like Jeff
29:07
29 minutes, 7 secondssaid about 8,000 global partners that our team has vetted that members can choose to support as they wish. So if you wanted 100% of your commitment to go
29:15
29 minutes, 15 secondstoward PSC, okay, great. They are an in-et network environmental partner. So, it’s a really flexible model, which is
29:22
29 minutes, 22 secondsum important, I know, for businesses to choose their giving strategy that resonates with their brand and their consumers. And at the end of the members
29:30
29 minutes, 30 secondsfiscal year, we simp they simply just submit their proof of revenue to us along with their proof of contributions.
29:35
29 minutes, 35 secondsSo, if their contributions equal 1%, our auditor certifies the fiscal year and you get to use our logo.
29:43
29 minutes, 43 secondsYeah. Yeah, and I don’t think I called this out, but it’s worth noting that um monetary contributions to impact partners can count toward the commitment
29:50
29 minutes, 50 secondsas well as inind contributions. So, uh contributions of product, proono services, employee volunteer hours, um
30:00
30 minutespaid media and promotion of the work that those partners are doing. that can all count toward the 1% commitment in addition to monetary uh contributions
30:09
30 minutes, 9 secondslike direct donations, sponsorship costs, membership fees, certification fees, things like that. So there’s a uh you can get really creative in how you
30:18
30 minutes, 18 secondscompose that annual 1% commitment. And this is how we certify it in the EU.
30:25
30 minutes, 25 secondsYeah. So to be ECG compliant, you do need thirdparty auditing in place for your certification scheme. And so we
30:32
30 minutes, 32 secondsbrought on BSI Group, a very reputable um ISO7065 accredited international certification body that’s based in the Netherlands.
30:41
30 minutes, 41 secondsThey’re a long-standing um organization and they’re providing this objective required thirdparty auditing for us. So
30:50
30 minutes, 50 secondsagain, um it it actually doesn’t really change the workflow at all of certification here at 1% for the planet.
30:55
30 minutes, 55 secondsMembers still submit their certification documents to us through our member portal. They just sign a simple order form and acknowledgement terms with BSI,
31:03
31 minutes, 3 secondspay a very nominal fee to BSI and um then they are audited and certified by BSI which makes them ECGT compliant.
31:12
31 minutes, 12 secondsOnce they’re um audited by BSI, BSI will issue a verification statement and that is key for compliance. The verification
31:21
31 minutes, 21 secondsstatement is a very powerful asset for all businesses that sell or market to consumers in the EU because any EU regulator can request proof of your
31:29
31 minutes, 29 secondsenvironmental claims at any time after September 27th. Um so we’re really excited to be partnering with BSI Group
31:37
31 minutes, 37 secondsand um it’s been a great summer so far working through auditing the auditing process.
31:45
31 minutes, 45 secondsWe have very transparent standards. Again, this is a requirement of ECGT.
31:50
31 minutes, 50 secondsUm, our certification is very transparent. It’s 1% of your annual sales. We have a compliance web page that consumers can easily link to
31:58
31 minutes, 58 secondsthrough our updated logos. We have a public facing directory. We have automations in place to ensure stakeholders member compliance. If you
32:06
32 minutes, 6 secondsknow, if they don’t certify on time, if um they don’t meet the 1% commitment, they are no longer members automatically um and are pulled from our directory.
32:15
32 minutes, 15 secondsSo, very transparent. Um, if you’re interested in learning more about our transparency and um, our certification scheme, go to our compliance web page.
32:25
32 minutes, 25 secondsIt’s all there and available to the public. Sweet. Thank you, Heidi.
32:34
32 minutes, 34 secondsSo, uh, that’s it for, um, our our talking for the most part. Um so here are some key takeaways which is to stay
32:43
32 minutes, 43 secondsup to date on member state transposition and legacy packaging allowances. We kind of addressed that. Um this was a
32:51
32 minutes, 51 secondsprevious point we had in a in another webinar but uh ECGT is coming pretty quickly. It’s a month away. Um all
32:58
32 minutes, 58 secondsmember states have or will have adopted uh their own version of it transposed into their laws. Um, by that time, um,
33:06
33 minutes, 6 secondswe talked about legacy packaging and reading question 18 on the, um, FAQ or the Q&A for the the directive. Um, so
33:15
33 minutes, 15 secondsyeah, stay up to date on your kind of, uh, old stock um, logo and compliance.
33:22
33 minutes, 22 secondsUm, be specific, be clear, be transparent. Um, verifiable language is a must when it comes to consumerf facing
33:31
33 minutes, 31 secondscommunications. uh and do your research and ask questions when you are working with another certification and you want
33:39
33 minutes, 39 secondsto use that label in any consumerf facing um communications in the EU. Um
33:47
33 minutes, 47 secondsand then lastly, stay in touch. Um if you’re interested in 1% for the planet membership, if you just have some lingering questions about ECGT,
33:56
33 minutes, 56 secondsum we can do our best to help with the latter. We can definitely help with the former. um when it comes to becoming a
34:03
34 minutes, 3 seconds1% for the planet member. So, um y’all can reach me at my email right there and we’ll share, you know, a uh we’ll send
34:11
34 minutes, 11 secondsout some follow-up resources. Like I said, include our contact information.
34:15
34 minutes, 15 secondsThis is going to be recorded, so don’t fret. If you’re not an expert on ECGT yet, you can watch this another five to 10 times, and then you’ll be um maybe as
34:24
34 minutes, 24 secondsuh as smart as Heidi about ECGT. Um, and then also if you are not already
34:30
34 minutes, 30 secondsinvolved in the PSC ecosystem, uh, reach out to Allison, um, because they’re doing so much amazing stuff and we’re so
34:40
34 minutes, 40 secondsglad to, uh, have them as a partner and, um, have worked together on this this webinar.
34:47
34 minutes, 47 secondsYeah. Um, ditto to that. It’s been great working with you on this webinar. That’s my email there. Um, I’d love to hear
34:54
34 minutes, 54 secondsfrom you. If I can add just one other key takeaway, kind of a sub bullet under the do your research and ask questions.
35:01
35 minutes, 1 secondI just um wanted to applaud the 1% for the planet team on the details that you put into this presentation. Um, and the
35:10
35 minutes, 10 secondsfact basically it’s a call to action to everyone else that if you’re working with other certification bodies, this kind of information is what you need to
35:17
35 minutes, 17 secondsbe looking for. They need to be giving you that level of detail and say what is their auditing process? what is their verifying process? So, I think 1% is a
35:26
35 minutes, 26 secondsgreat model for that for you to use as you’re entering the wide world of all of your options with other schemes because there’s a lot of great ones out there.
35:34
35 minutes, 34 secondsYeah. Yeah, that’s a great point, Alison. There’s a lot of great ones out there. We have a lot of peer organizations, you know, some of those other logos you probably see on
35:42
35 minutes, 42 secondspackaging or that you work with and a lot of them are taking these same steps and doing a great job. Um, and I do have
35:49
35 minutes, 49 secondsto give all the credit in the world to Heidi and Liz Whitley on our team and other folks. Um, because we, you know, not to toot our own horn, but we have
35:58
35 minutes, 58 secondsreceived really great feedback that we’ve been particularly proactive in addressing ECGT compliance um and and giving, you know, our members peace of
36:06
36 minutes, 6 secondsmind that they can continue um using our logo and being a certified member uninterrupted basically. Um so that
36:14
36 minutes, 14 secondsfeels really great and and yes there are a lot of other uh you know peer certifications that are also taking these steps. So it’s definitely a group
36:22
36 minutes, 22 secondseffort and there’s a lot of information sharing.
36:25
36 minutes, 25 secondsCan I reflect on one thing please?
36:28
36 minutes, 28 secondsOne of the things I wrote down um a quote from one of you is that ECGT gives resources to make informed purchasing
36:35
36 minutes, 35 secondsdecisions. Um, and I really like that because it also connects back to like why this is actually a positive change because it builds trust and decreases
36:44
36 minutes, 44 secondsskepticism. So, it’s a good framework to use.
36:48
36 minutes, 48 secondsTotally. And I got to say as a US consumer, I have definitely fallen victim to or just
36:57
36 minutes, 57 secondsin the pattern of like this looks greener. I’m going to buy this one without actually knowing. I mean, if I’m, you know, at our local co-op, I’m
37:05
37 minutes, 5 secondsgoing BC Corp, 1% for the planet all the time. But, um, you know, these kinds of things happen to to all of us. And so,
37:12
37 minutes, 12 secondsthat’s that’s really what, uh, this is meant to to prevent. Um, [clears throat] and so, yeah. [snorts]
37:20
37 minutes, 20 secondsWell, I think that’s a great place to end things. Thank you all so, so much for joining us. Thank you again,
37:29
37 minutes, 29 secondsAllison, um, and the PSC team for being such a great partner. Thank you so much, Heidi, for everything about ECGT. Um,
37:40
37 minutes, 40 secondsyeah, just reach out if you have any more questions. Um, and have a great rest of your day, morning, evening, y’all.
37:48
37 minutes, 48 secondsThank you. Bye. Bye, everybody.