PreZero Warns “Whataboutism” Hinders Climate-Responsible Packaging Innovation

German recycling company PreZero has issued a warning about how “whataboutism”—a defensive tactic deflecting sustainability concerns by shifting focus onto other issues—is stalling innovation in climate-responsible packaging. Alexander Reitz, Head of Consulting and Development at PreZero, highlights that this mindset creates confusion, delays progress, and risks undermining consumer trust.

What Is “Whataboutism” in Sustainable Packaging?

“Whataboutism” refers to arguments that divert attention from a packaging solution’s environmental benefits by pointing to other metrics or issues. For example, critics may emphasize littering problems unrelated to recycled plastic packaging or compare environmental impacts using selective categories like eutrophication. Such tactics foster doubt and a “perfect is the enemy of the good” mentality, which discourages companies from adopting better alternatives.

Impact on EU 2030 Climate Goals

The EU’s Packaging and Packaging Waste Regulation (PPWR) is driving massive investments in sustainable packaging with targets for 2030. However, whataboutism generates uncertainty among businesses, causing them to delay or avoid innovation. As Reitz notes, this paralysis could derail progress towards the EU’s agenda for circular, low-impact packaging solutions.

Consumer Trust and Communication Challenges

Confusing or contradictory sustainability claims make consumers skeptical and cynical, complicating adoption of eco-friendly packaging. Reitz stresses the importance of avoiding cherry-picked data and over-marketing single benefits, which often fuels whataboutism.

Solutions to Counter Whataboutism

PreZero advocates for:

• Science-Based Frameworks: Using comprehensive tools like the EU’s Product Environmental Footprint (PEF), which evaluates multiple environmental impact categories holistically rather than relying on a single metric.

• Transparency: Brands should openly communicate known variables, such as how recyclability varies by region, to build credibility and compliance security.

• Pre-Competitive Collaboration: Industry players working together on shared sustainability frameworks can reduce misinformation.

• Decoupling Marketing from Strategy: Decisions on packaging innovations should prioritize scientific evidence over marketing narratives to avoid cherry-picking data.

Conclusion

PreZero’s insights reveal the complex social and communication dynamics impeding sustainable packaging breakthroughs. Overcoming “whataboutism” requires transparent, science-driven dialogue and collaboration to build consumer trust and accelerate the transition to climate-responsible packaging aligned with EU goals.

Sources:
PreZero commentary via Packaging Insights, October 2025
EU Packaging and Packaging Waste Regulation (PPWR)
EU Product Environmental Footprint (PEF) initiative

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