The result of two years’ work, carried out in anticipation of the deployment of simplified sorting, this new signage was designed on the basis of discussions with companies and consumer tests. The aim is to make it easier for everyone to sort while taking into account the industrial constraints of companies that market household packaging and graphic paper.

The approach adopted to create this new signage aimed to meet three key challenges:
• Combining regulatory compliance (compliance with the requirements of the Agec law)
• Effectiveness (understanding and incentive for consumers)
• Simplicity (implementation for marketers)

To design and produce useful and effective information, Citeo has based its approach on an analysis of the French people’s perception and understanding of environmental claims on packaging. Citeo relied in particular on a study conducted in November 2019 with 1,250 consumers in a purchasing situation. At the same time, Citeo and its subsidiary Adelphe have worked in consultation with companies and professional federations to develop a label that integrates their operational constraints and responds to their different marketing situations (France and export).

This work was subjected to three waves of tests conducted between July 2020 and June 2021 with more than 3,000 consumers …