London
Bulgarian
Maria takes the lead role in evaluating, planning, coordinating and implementing new data and research methods that underpin the development of holistic sustainability tools that blend multiple data points, including environmental, social and governance metrics, product claims, retail sales, consumer surveys and company financials.
Maria is a passionate and highly skilled project manager at Euromonitor with a focus on sustainability. With seven years of experience in market research methodologies and a background in mathematics and computer science, Maria advocates best practices for mixed and centralised research methods at a business level.
B Corp certification occupies a distinct position in the sustainability claims landscape as a company-level governance framework. Yet, as more brands communicate B Corp status on-pack and across digital shelves, it increasingly functions as a consumer-facing signal – one that is both expanding in reach and coming under greater scrutiny.
This article examines the rise of “zero waste” claims in FMCG, highlighting uneven growth, varying definitions, and the role of leading brands. It explores key strategies and credibility gaps, offering takeaways for brands looking to move from intention to impact.
This article is part of a new series exploring popular sustainability product claims through a more nuanced, real-world lens. First, a seemingly simple yet surprisingly complex idea: refill.