Our first-hand experience

At The Flow Group, sustainability has never been about following trends. It is about delivering practical solutions that make a measurable difference for both our customers and the environment.

Every project we produce, whether it involves print, direct mail, fulfilment, contract packing or third-party logistics, has an environmental impact. That is why sustainability is considered throughout our operations, from responsible sourcing and efficient production to reducing unnecessary waste and supporting verified conservation projects.

Our partnership with the World Land Trust is one example of our commitment.

Rather than making broad environmental statements, participating customers receive certification confirming their contribution towards genuine conservation initiatives. It provides businesses with tangible evidence to support their sustainability communications.

As regulations continue to tighten, we believe transparency and evidence will become just as valuable as the environmental actions themselves.

Why are green claims becoming stricter?

Consumers are more environmentally aware than ever before.

They want to know that when a business says something is sustainable, environmentally friendly, or carbon-conscious, those claims are genuine.

Governments and regulators have recognised this shift and are introducing stronger measures to prevent businesses from making misleading environmental claims, commonly known as greenwashing.

This September marks another important stage as enforcement across supply chains becomes increasingly robust.

The focus is clear.

If you make an environmental claim, you must be able to substantiate it.

Why is your supply chain under the spotlight?

Many organisations focus their sustainability messaging on the finished product.

Regulators now expect businesses to consider every stage of the customer journey.

That includes:

• Raw materials
• Printing processes
• Packaging
• Storage
• Fulfilment
• Distribution
• Delivery
• End-of-life disposal

If one part of your supply chain contradicts the environmental claim you're making, your marketing could be considered misleading.

For example, promoting environmentally friendly packaging while using unnecessary plastic or making unsupported sustainability claims can quickly undermine customer confidence.

Transparency now applies to the entire supply chain, not just the product.

What businesses need to be careful about

Environmental claims do not need to disappear.

Claims must be accurate, specific, and supported by evidence.

Businesses should avoid using vague phrases such as:
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• Eco friendly
• Green
• Sustainable
• Planet friendly
• Environmentally responsible

unless you can clearly define what those statements mean.

Instead, focus on measurable facts.

For example:

"Packaging manufactured using recycled materials."

"Printed on FSC certified paper."

"Supporting verified habitat conservation projects through World Land Trust."

Specific, verifiable claims build trust.

Why is evidence now essential?

The most effective sustainability strategies are those that can be demonstrated, not just described.

Evidence may include:

• Independent certifications
• Environmental management standards
• Supply chain audits
• Sustainable sourcing documentation
• Carbon reporting
• Recycling data
• Conservation partnerships

Providing evidence builds customer confidence and demonstrates the authenticity of your environmental commitments.

This is especially important for organisations supplying larger businesses or public-sector contracts, where sustainability reporting is now common.

How does Flow Group support sustainability?

At The Flow Group, we believe environmental responsibility must be practical, transparent, and measurable.

We focus on initiatives that provide customers with real evidence, not just marketing claims.

Through our partnership with World Land Trust, participating customers receive a certificate confirming their contribution to internationally recognised conservation work.

This enables businesses to demonstrate support for genuine environmental projects instead of relying on generic sustainability messaging.

We also help customers reduce waste, improve efficiency, and make responsible choices across print, direct mail, fulfilment, and logistics.

For us, sustainability is not an add-on.

It is part of delivering better.

Supporting World Land Trust’s Act Now for Orangutans Appeal

We are proud to support World Land Trust's Act Now for Orangutans appeal.

The appeal raises funds to protect critically threatened rainforests in Borneo, safeguard endangered orangutans, preserve biodiversity, and protect forests that store significant amounts of carbon.

Supporting such projects shows that environmental responsibility goes beyond reducing emissions.

Protecting ecosystems, restoring habitats, and preserving wildlife all contribute to a healthier planet for future generations.

This is one reason we are proud to support an organisation whose conservation work delivers measurable environmental benefits.

Practical Steps Every Business Should Take

With increased enforcement, now is the ideal time to review your environmental messaging.

Ask yourself:

• Can every sustainability claim on our website be supported with evidence?
• Do our suppliers provide environmental documentation?
• Are our marketing materials clear and accurate?
• Does our packaging align with the claims we make?
• Could we confidently explain our environmental commitments if a customer asked for evidence?

If you answered no to any of these, it is time to review your approach.

Why does choosing the right supply chain partner matter?

Your suppliers play a critical role in your environmental credentials.

Whether you outsource print, direct mail, fulfilment, or logistics, your partners influence the environmental claims you make.

Selecting suppliers who can demonstrate their environmental commitments strengthens your sustainability strategy and reduces the risk of unsupported claims.

At The Flow Group, we believe in providing customers with transparency.

We support evidence-based environmental initiatives, provide certification where appropriate, and continually seek ways to help businesses reduce their environmental impact.