P9 – Consumer messages
Project P9: Consumer messages and green claims – is focusing on whether we are confusing the consumers with the messaging being used on packaging and at point of sale and what we can do to improve consumer messaging now and in the future.
This will need be done in 2 phases, a) identifying what we should stop including on packaging now, b) updating the Green Claims guidance for growing media.
Are we confusing the consumers with the messaging being used on packaging and at point of sale? What can we do to improve consumer messaging now and in the future?
The baseline assumption is that the product performs correctly – which links with P7.
P9a: Current confusing messaging
Undertake an assessment of the current messages on packaging for consumers.
Project Lead: Alan Knight
Deadline: Manufacturers to provide project lead with the art work for their current packaging and messaging for initial analysis. This will be presented to the Task Force at the 1 March meeting, where the group will reach a consensus over confusing messaging.
P9b: Green claims guidance for growing media
Update the guidance on environmental claims for growing media based on the assessments made in other projects particularly P4. The existing guidance, produced in 2003 by Defra, the GMA and BIS (then the DTI), is available here.
Project Lead: TBD
Dependencies: P4 – need to have completed assessment of sustainability criteria.
Deadline: This is a longer term project and may need to wait for the reassessment of the outcomes of P4 (P4k) based on the completion of P3.
A review has been completed of all of the claims and labelling of products on the market. The messaging and presentation is very different across different ranges with inconsistent messages being provided to consumers. Therefore, it is not surprising that consumers and retail staff are finding it difficult to choose the ‘right’ product.
If we need customer engagement with this issue, then there needs to be a far greater level of consistency of language, messaging and labelling. However, there is emerging consensus that the required changes are best driven by choice editing and that informed consumer choice does not need to be pushed. Of course, this relies on the product being of a suitable quality to deliver the required performance (which links with project P7).