Turn EPD Data Into Credible Front of Pack Claims

Start with the declared unit, not the vibe

If the EPD reports kg CO₂e per declared unit, make that your anchor. Turn it into a headline math statement that anyone can follow. Think of it like a nutrition label where serving size comes first, not the marketing copy.

A quick format that works: “Embodied carbon (cradle to gate): 7.8 kg CO₂e per 1 m² panel, based on [reference year].” Keep the unit and system boundary visible every time you quote a number.

Note that EN 15804+A2 requires a broader indicator set, thirteen in total, so resist cherry‑picking only GWP when another indicator would tell a different story (EN 15804+A2, 2019).

Translate GWP into one plain sentence

Buyers are scanning, not studying. Put the number in context with a single qualifying line. Example: “This figure includes raw materials, transport to our plant, and manufacturing, modules A1 to A3.” That small clause shows scope discipline and wards off misreadings.

We favor a compact scorecard at the top of a sell sheet, then a link to the full EPD for details.

When comparative claims are fair play

Comparisons are powerful when they are lawful and like‑for‑like. Only compare against products that share the same PCR, the same declared unit, and the same life cycle modules. Say it out loud in the claim so reviewers see the guardrails.

Good: “Versus our 2022 model, embodied carbon is lower by 18 percent, same PCR, same unit, modules A1 to A3.”

Risky: “Lowest carbon on the market.” Unless every competitor uses the same PCR version, scope, and background data vintage, this reads like a billboard, not a fact.

Tie factory investments to product impact, precisely

If the plant added rooftop solar or electrified forklifts, connect that change to the module where it lives. State the portion of electricity now renewable and the reference year used to calculate it. Then show the effect on the product metric, not just the factory footprint.

Clear: “Plant electricity is 62 percent renewable in 2024, which reduces A3 electricity emissions for this product by 0.9 kg CO₂e per declared unit compared with 2022.” If the exact reduction is not yet measured for this product, say so and give the date when it will be.

Words that trigger red flags

Some phrases almost guarantee skepticism because they lack boundaries.

• “Eco friendly,” “green,” “planet safe” without a metric or scope
• “Zero carbon” without explaining scopes and residual emissions treatment
• “Carbon neutral” without naming the standard used and proof that 100 percent of residual emissions were offset after reductions (PAS 2060, 2014)

Swap fluff for structure. Add the unit, scope, method, and reference year, every time.

Use EN and ISO as your phrasing coach

Mirror the language buyers already trust. Reference the PCR title, the program operator, the verification type, and the standard family.

Clean footnote style works: “Type III, product‑specific EPD, independently verified according to ISO 14025 and EN 15804, published by [Operator], PCR [name], version [x].”

This also reminds the reader that the EPD covers more than GWP. EN 15804+A2 lists thirteen indicators, which justifies a table or link when someone needs the full picture (EN 15804+A2, 2019).

Build a tiny proof pack buyers can forward

Do not bury the evidence. Pair the claim with a four item bundle buyers can paste in their submittals.

• One sentence headline metric tied to the declared unit
• A scope line that names modules and reference year
• The EPD link and program operator name
• A short note on data quality or site coverage, for example, which plants are included

Keep it under eight lines. If a claim takes a paragraph to verify, it probably fails the sniff test.

Mind the renewal window so claims do not drift

EPDs are typically valid for five years with many operators, so set a reminder for a review of front‑of‑pack text at the midpoint to check for process changes, PCR updates, or competitive shifts (EPD International GPI, 2023). A stale claim is not just a missed opportunity, it risks being inaccurate if your mix, sourcing, or grid factors changed.

If the PCR has updated language or indicators, flag any phrasing that no longer matches the rulebook and revise your claim template before the next edition ships.

Example claim templates you can tailor

Use these as scaffolding, then swap in your numbers and context.

“Embodied carbon, cradle to gate: [X] kg CO₂e per [declared unit], modules A1 to A3, calculated with PCR [name], version [x], reference year [yyyy].”

“Compared with our [prior model or mix], embodied carbon decreased by [Y] percent using the same PCR, unit, and modules, verified to ISO 14025.”

“Plant electricity is [Z] percent renewable in [year], which reduces module A3 electricity emissions for this product by [Δ] kg CO₂e per declared unit versus [baseline year].”

The framing to avoid, with quick fixes

Bad: “Lowest carbon product.” Fix: name the comparison set and the method, or drop the superlative.

Bad: “Carbon neutral widget.” Fix: cite the standard and show reductions first, then document that residual emissions equal 100 percent of what remains after reductions, not before (PAS 2060, 2014).

Bad: “Sustainable materials inside.” Fix: specify recycled content by mass, the timeframe, and whether the content is pre or post consumer.

A note on indicator breadth

Teams often lead with GWP because it is familiar. That is fine for a headline, as long as the larger indicator set is one click away. Thirteen indicators are defined in EN 15804+A2, so your short claim should never pretend the others do not exist (EN 15804+A2, 2019). Think of it like a movie trailer that points to the full film.

Close the loop without the spin

Front of pack claims work when they are specific, portable, and tied to the rules. Keep the declared unit in the foreground, name the scope, cite the method, and show how factory moves flow into product metrics. Do that, and the claim will survive procurement review, not just marketing review. It will also be easier to refresh at renewal since the scaffolding is already in place, wich saves time your team definately needs elsewhere.