Decoding Misinformation

Prioritizing packaging industry transparency in the digital age.

By Steve Brownett-Gale of Lifestyle Packaging

Direct access to information online poses a significant challenge in the packaging industry, as it is becoming increasingly difficult to distinguish fact from fiction.

A survey revealed that 64 percent of U.S. adults think that “fake news” confuses basic facts, and another survey found that 55 percent of Americans think that false information should be restricted.

The U.S. ranks sixth in the world as a country where false information poses the biggest threat, and consequently, businesses bear a responsibility in their respective industries to address and manage misinformation.

This article will address how misinformation affects the packaging sector, how consumers can be part of the solution, how manufacturers can ensure transparency throughout operations and product lifecycle, and further tactics for managing misinformation.

Misinformation in the Packaging Sector

Misinformation refers to the dissemination of false or inaccurate information, whether intentional or unintentional, to mislead individuals.

It can be easily spread in the packaging industry via false or exaggerated marketing claims, social media, misleading reports and studies, or biased narratives, and rapid dissemination online can amplify its impact on public opinion, decision-making, and societal outcomes.

One of the most common examples of misinformation in the packaging sector is greenwashing. An estimated 72 percent of North American companies admitted to engaging in corporate greenwashing in 2023, and the consequences can be severe, as regulation violations about advertising, product labeling, and environmental protection may result in hefty fines and legal actions.

This can also jeopardize corporate integrity and brand reputation, as a report found that 52 percent of global consumers reported seeing or hearing misinformation about brands’ sustainable actions, which can deter them from purchasing from a brand. Transparency and honest communications are becoming increasingly prioritized by consumers, so businesses must be vigilant in combatting misinformation to maintain corporate and industry trust.

Failure to do so can lead to consumer backlash, including negative social media engagement and boycotting, which can tarnish a brand’s reputation.

How Consumers Can Be Part of the Solution

Minimizing the impact of industry misinformation can extend to include consumers, whose actions can make a significant difference. The public can familiarize themselves with misleading packaging practices that can be deemed as misinformation, to be able to identify cases of deceptive labeling or greenwashing.

A survey found that 64 percent of consumers research label claims when making purchasing decisions, and being able to spot and verify credible certifications can help them understand which organizations operate transparently and the ones that should be avoided.

This can increase mindful spending, as consumers can actively support brands that prioritize transparency and tackle misinformation.

It can also encourage consumers to engage with advocacy groups that campaign for honest and sustainable marketing and packaging practices and increase the likelihood of customers reporting instances of misinformation.

Ensuring Operational Lifecycle Transparency

Prioritizing transparency throughout a product or service lifecycle can endear businesses to consumers and gain their trust by adopting clear communication strategies.

When it comes to labeling and packaging, companies should opt for straightforward and unambiguous language, as technical jargon can confuse consumers and deter them from purchasing. 94 percent of consumers are more likely to remain loyal to brands that offer operational transparency.

Factual material sourcing, production process, and environmental information should be displayed prominently on packaging and labels, as reputable certifications can validate product claims while appealing to conscious consumers.

Organizations can further enhance transparency by using QR codes on packaging and labels to provide consumers with online resources and more in-depth information about product lifecycle, from raw material sourcing to disposal.

Transparent reporting on sustainability initiatives can also establish consumer trust, and engaging in open communication with consumers via customer service channels and social media can provide clarification or address any concerns to demonstrate commitment to the distribution of factual information.

These actions can contribute to a more informed and responsible public by promoting ethical consumption and industry transparency to reduce the occurrence of misinformation.

Tactical Misinformation Management

To combat misinformation effectively, packaging organizations can implement collaborative approaches, such as partnering with industry peers to pool resources and expertise. Establishing information-sharing networks aids in monitoring and swiftly responding to misinformation while fostering industry best practices and transparency standards.

Additionally, forging partnerships with environmental agencies, consumer advocacy groups, and retailers facilitates the dissemination of accurate industry information, bolstering credibility and influence. Leveraging technology like machine learning and AI, enables the analysis of vast datasets to identify and track misinformation instances, although caution is necessary to prevent the spread of false information.

Proactive consumer engagement, including education initiatives and encouraging reporting of misinformation, helps maintain trust and enhances prevention efforts. While AI has revolutionized aspects of the packaging industry, its use in combating misinformation must be approached carefully, to avoid perpetuating false information.Through these strategies, packaging organizations can effectively combat misinformation while upholding transparency and consumer trust.

About the Author

Steve Brownett-Gale is a marketing professional with a career spanning both communications and products in business-to-business (B2B) and business-to-consumer (B2C) markets across Manufacturing and Services sectors. At Lifestyle Packaging, in his role as Marketing Lead, Brownett-Gale is responsible for positioning the company as a world-leading supplier of innovative and ground-breaking packaging devices in the cosmetic, wellness, and alternative health industries, as well as offering a unique and disruptive supply chain model. Learn more at https://lifestylepackaging.com/