Marketing speak. The real thing they should do is committing for repairable phones (easy) and more importantly update-able phones (hard). So that users do not have to replace a perfectly working phone because they fear for their security.
The packaging is a step, I just sincerely hope it's not the only step for greenwashing purposes.
What I suspect would make the biggest difference is to commit to software updates for six or seven years instead of one or two.
Nobody does this, ever. Those who do fear for their security, runs LineageOS or similar, the rest care about the shiny features.