About this article
Many products are marketed as “biodegradable” – but what does that really mean? At Verive, we’ve made a conscious decision not to use the term in our product information or marketing. Here’s why we believe transparency matters more than vague promises.
02 Oct 2025
6 min
Jet Kolkman
- What it really means and why it’s vague
- Compostable vs biodegradable
- Why Verive doesn’t use the term
- Guidance for businesses
The term “biodegradable” has built a positive reputation for itself over the past decade. With growing concerns about plastic pollution and landfill waste, many businesses and consumers see it as a promise of a “better for the environment” solution. But in a world where greenwashing happens all too easily, biodegradability isn’t always the solution it appears to be. By clarifying what terms like this actually mean, we can help businesses and consumers avoid confusion and make choices that truly support sustainability.
What “biodegradable” really means and why it’s vague
It simply means that a product can be broken down by microorganisms over time, under natural conditions. However, this definition is often misunderstood or oversimplified. Most organic materials are biodegradable. But biodegradability says nothing about:
- How long the process of biodegrading take.
- What the material breaks down into.
- Which conditions are required. For example, some need high temperatures that aren’t possible in soil or marine environments.
This lack of clarity leaves too much room for interpretation. Some materials marketed as biodegradable can take years to break down or leave behind harmful microplastics and toxic residues.
A cup labelled as “biodegradable” might never fully degrade in a landfill or home compost bin.
This vagueness makes it difficult for businesses to make informed packaging decisions and can mislead well-meaning consumers. That’s why the EU Green Claims Directive is stepping in – targeting greenwashing and protecting consumers’ rights to make informed choices. It’s a step toward more honest communication and better environmental accountability.
What’s the difference between compostable and biodegradable?
While both terms refer to materials that break down naturally, they’re not interchangeable. In fact: all compostable materials are biodegradable – but not all biodegradable materials are compostable.“Compostable” is a much more specific and reliable term. A compostable material must:
- Break down within a set timeframe (usually 90 days in industrial conditions)
- Leave no harmful residues behind
- Meet certain standards (like EU’s EN 13432 certificate)
However, even when a material meets the standards for compostability, correct disposal is critical, since many compostable products need industrial composting facilities to break down effectively, where they are exposed to the necessary heat, water, oxygen and micro-organisms.Some compostable materials can contaminate recycling streams if disposed of incorrectly, so access to the right waste infrastructure determines a product’s real impact. This is why clear disposal instructions matter just as much as the material itself.
No “ biodegradable” stamp on any of our products
At Verive, we know that transparency is everything when it comes to making sustainability claims. That’s why you won’t find the word “biodegradable” on any of our products.Instead, we thoroughly research all our products so we can give specific, actionable information about the material composition and disposal options. When a product is certified compostable, we clearly indicate how and where it should be composted.We’ve seen how vague terminology can lead to greenwashing, even unintentionally. Choosing packaging shouldn’t require decoding marketing language. We want businesses to have the facts upfront to make better decisions.
We will help you choose the right packaging
There’s no single “perfect” packaging solution. The right choice depends on your product and how it’s used, your local waste infrastructure, and the end-of-life scenario that makes the most sense for your operations.Our sustainability experts can help your businesses match the right packaging to the right context without relying on misleading claims. Get in touch with our team to explore your options and make a confident, informed decision for your packaging strategy.
Jet Kolkman
There's no one size fits all in sustainability. Let us help you find the right fit for you!
