Transparent and honest marketing: building trust with sustainable communication

Not too long ago, packaging was silent. Its purpose was to protect and contain, but it rarely spoke. Nowadays, however, it must carry meaning, reflect values and, above all, tell the truth.

Consumers are readers, researchers and decision-makers who are guided by what a brand stands for. In fact, purpose-driven consumers (those who choose products based on how well they align with their values) now represent the largest market segment globally: according to IBM’s Institute for Business Value, they represent 44% of the market.

But what if this wasn’t a limitation, but a powerful opportunity? For brands that want to incorporate sustainability and values into their marketing, this shift opens up new creative possibilities.

Trust is the real premium

For years, sustainability was used as a marketing gimmick, often loud, but rarely sincere. Many brands have discovered too late that merely claiming to be environmentally friendly without taking action leads to mistrust, not admiration. The market is now full of examples of this, such as campaigns that promised revolution but delivered the bare minimum or storytelling that sounded good but was insincere.

In this climate, telling the truth has become almost a radical act. Real marketing doesn't just sell a story; it builds a bond.

Today, what truly sets a brand apart is not the number of eco-labels or how glossy a campaign looks, but its ability to inspire trust. Every message, whether conveyed through packaging, content, certifications or materials, is an opportunity to be honest and be believed.

When storytelling becomes storydoing

As we said, telling a good story isn’t enough. Purpose-driven consumers want proof. They look for alignment between what a brand says and what it actually does.

This is when storytelling becomes storydoing: when communication is backed by real choices, clear standards, and measurable results.

Sustainability is a process that needs to be transparent and consistent. Brands that stand out are those that show rather than simply tell.

This involves selecting certified materials, such as 4-star OK biobased biopolymers, documenting a circular approach through refill systems and monomaterial solutions and building an internal supply chain that can be verified and traced.

Every action supports the story and every product becomes a message in itself. 

How to start communicating more honestly

Being transparent doesn’t mean revealing everything. It means selecting the important things and ensuring they are true. If you want to build trust through sustainable communication, here are some ideas to get you started.

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H3: Start with what you know and what you can control

Effective communication starts with clarity, not ambition. Before setting distant goals or quoting metrics you don't fully understand, focus on your core purpose. As Simon Sinek famously said in his “Start with Why” framework, “People don't buy what you do; they buy why you do it”. The most credible messages come from companies that communicate from the inside out, beginning with their beliefs and showing how these beliefs influence their actions and the products they create.

For beauty brands, this means grounding your message in your values, not just your aspirations.

At mPackting, for example, our “why” is rooted in elevating natural materials through design and precision. We believe that beauty and responsibility are allies, not opposites. That’s why we have brought our decades of manufacturing expertise from the Minelli Group into the world of premium packaging to provide brands with components they can trust and trace.

When you base your communication on the things you control, such as how your components are made, where your materials come from, or how your teams collaborate, your words carry more weight.

Use materials to convey your message

“Show, don't tell” is a golden rule of storytelling that applies perfectly to sustainable branding. In a crowded marketplace full of buzzwords and vague claims, the materials you choose and how you present them can be more effective in building credibility than a hundred taglines.

When it comes to primary packaging, materials are your first form of communication. Their texture, origin and appearance speak volumes about your brand's values long before any marketing copy is read.

Take our WoodPin™ system, for example. It's not just a technical feature; it's designed to keep refillable formats strong and visually cohesive over time. This demonstrates our belief that functionality should never compromise beauty. It demonstrates that sustainability is a matter of consistency, not just recyclability.

Simplify your vocabulary

When discussing sustainability, using clear and simple language makes a stronger impression. Technical or abstract terms can create distance, whereas relatable expressions encourage understanding and trust.

It is more effective to describe things in terms of:

• How a material feels in the hand (smooth, warm, solid);

• Where it comes from (responsibly sourced, locally made);

• How it can be integrated into daily rituals (refillable or long-lasting).

This kind of language helps people to connect emotionally with your product and brand.

Using a conversational tone adds authenticity. If your packaging is designed for reuse, explain how. If you use certified materials, state this clearly. Your audience values honest communication that is clear and thoughtful.

Honest design, lasting trust

In an era where consumers are more informed, discerning and purpose-driven than ever before, the manner in which you communicate the attributes of your beauty products is of paramount importance. Trust isn't built on slogans; it's built on consistency, clarity, and the small details that add up to a bigger story.

At mPackting, we believe that sustainable communication starts with design. When your materials, processes and words are aligned, your brand becomes stronger, more believable and more enduring.

Let's create packaging that beautifully conveys your brand's authenticity: contact our team or explore our approach to start your next project.