Bluesign Launches UNSEEN Campaign for Clearer Sustainability Claims

Bluesign has launched its new UNSEEN campaign. The campaign aims to make verified sustainability work easier for consumers to understand.

The move comes as regulators take a closer look at environmental claims. Brands are also using terms such as “sustainable” and “eco-friendly” with greater care.

Bluesign says sustainability marketing must now provide clear proof. It also needs strong traceability and third-party verification.

Bluesign Moves Toward Consumer Communication

Bluesign has worked mainly as a B2B organisation for 25 years. It works with brands, manufacturers and chemical suppliers.

Its work covers the textile and apparel supply chain. Much of this work has taken place behind the scenes.

The UNSEEN campaign marks a new communication approach. Bluesign now wants to make this work more visible to consumers.

The campaign will run around New York Climate Week. It also comes as the EU implements its Empowering Consumers for the Green Transition (ECGT) regulations.

New bluepass Designation

Bluesign has also introduced bluepass. It is a new consumer-facing designation from the organisation.

The designation aims to help consumers identify verified work in the supply chain. It brings more visibility to sustainability efforts that take place before a product reaches the market.

The launch reflects a wider change in sustainability marketing. Brands face growing pressure to support environmental claims with clear and verified information.

Bluesign says the UNSEEN campaign will help consumers better understand this work when they see products in the market.