In recent years, the attention of companies and consumers has been primarily focused on environmental sustainability. However, as the regulatory framework evolves to tackle greenwashing, another dimension is emerging: the social one.
Claims such as “ethical,” “fair,” or “solidarity-based” are examples of social claims. These messages indicate a positive or improved social impact over time, benefiting various categories of people and animal well-being. Social claims can be expressed through text or visual elements, such as photos, symbols, icons, and graphics.
Given the limited resources currently available on this topic, we at 2B felt compelled to dig deeper, and therefore worked on the development of a framework to evaluate the credibility of social communication. 150 social claims found on consumer products in 2025 and marketed in the Schengen area and the United Kingdom were analysed. The goal was not just to take a snapshot of the market, but to provide companies and consumers with a concrete evaluation tool to navigate an ambiguous field.
Drawing inspiration from international UNEP guidelines, five core parameters were applied to determine which social claims should be considered compliant:
- Reliability: Does the claim use accurate and scientifically valid data?
- Relevance: Does the claim address social impacts that are truly significant for that specific product?
- Clarity: Is the language explicit and free of ambiguity?
- Transparency: Is the supporting information traceable and verifiable?
- Accessibility: Is additional information easy to find?
The results of our analysis reveal an open challenge: over 70% of the claims analysed do not satisfy all the core parameters simultaneously. While accessibility is a strong point (73% of cases are compliant), transparency remains the most critical area, with only 53% compliance. Often, the use of generic terms like “responsible” or “100% social” without concrete evidence risks to create confusion for the consumer.
The claims that passed the core parameters evaluation were then subjected to a deeper analysis through five supplementary aspirational parameters (such as sustainability integration and collaboration). In this phase, no company managed to meet all the additional parameters.
We have created a brochure to gather the essential results from this study, raise awareness among consumers, and support companies on a path toward improving their social communication. To this end, we have included a series of practical “Dos and Don’ts” to support marketing and communication.
Using the metaphor of a bicycle, the guide illustrates the journey taken to create and test this methodology for evaluating social claims.
The complete study will be presented at the S-LCA 2026 – 10th Conference, taking place in Jakarta from 17 to 19 June 2026, providing an opportunity to discuss the methodology and findings with the global Social Life Cycle Assessment community.
By proposing a structured methodology for the assessment of social claims, this research contributes to the discussion on an evolving area of sustainability communication. As social aspects gain visibility in product marketing and regulatory attention increases, establishing clear criteria for credible communication becomes essential for both companies and consumers.
The brochure “How to ride through social communication?” is available HERE