Recently on LinkedIn I have been following the questions in the Sustainability category and I must say that the discussion has been excellent. One recent and very pertinent question was “How do you go about assessing the authenticity of a company’s claims to be green?”
My friend Jennifer Kaplan over at Greenhance offered up this great commentary from her upcoming book “Greening Your Small Business” (Penguin Group, November 2009).
“Green certifications and eco-labels are two ways of verifying the greenness of a product, service or company. Proceed with care. It’s not always easy to distinguish to the good from the not-so-good.
In order to establish credibility and gain access to valuable resources, you may want to consider obtaining a third party certification. In a competitive marketplace these kinds of third-party endorsements can serve as valuable tools for improving your qualifications, expanding your offerings and differentiating yourself from the competition. Caveat emptor: Not all trade certifying organizations are created equal. Some provide fewer benefits than others. As a general rule, the more consolidated the industry, the less likely they are to have a green credentialing group of any worth—because the big boys generally don’t need assistance, technical or otherwise. For example, the restaurant industry (not particularly consolidated) has a stronger green credentialing group than the hospitality industry (consolidated). Other industry organizations that promote green practices may be the offspring of manufacturers or trade alliances seeking to promote green products and services rather than implement sustainable practices. Look at the membership list to see who is represented and feel free to call a few random members to ask their opinion of the group.
About Eco-Labels. “…the sheer number of [eco-labels] can be enough to make your shopping trolley spin. Marine Stewardship Council certified fish. ENERGY STAR electronics. LEED certified buildings. Standards. Criteria. Verification. Assurance. We found ourselves asking who’s deciding what’s green, and what do these labels actually mean?”
—Ecolabelling.org homepage
Eco-labels—third-party seals and logos indicating that a product has met certain environmental or social standards—are popping up everywhere. Eco-labels are the topic of some debate. On the one hand, government regulation of eco-labels has been lax, which has led to skepticism among consumers as to the value of them. On the other, eco-labels are viewed as a valuable way of disclosing environmental information to consumers. Many eco-labels adhere to strict standards, such as ISO 14000, and hold products to meaningful degrees of quality. Meaningful standards put pressure on businesses to maintain levels of excellence. In other words, if your competitors live up to a certain environmental standard, you will have to as well in order to stay competitive. Do eco-labels really affect consumer behavior? Eco-labels can influence consumers by establishing green criteria at the point of purchase and providing a point of comparison based on green standards. However, research suggests that that not all eco-labels are created equal. In fact, consumers indicate that they are more likely to make green purchase decisions based on widely recognized eco-labels such as the recycling mobius loop and the ENERGY STAR logo. Whether you are manufacturer (and have to decide whether to qualify for an eco-label) or a reseller (and have to choose products to sell that have eco-labels), it makes sense to know about the labels in your industry. The key is this: Know what’s what, and use only eco-labels that are issued by independent third parties and recognized as valid. The Consumer Reports® Greener Choices Eco-Labels Center provides everything you need to know about eco-labels. The site features search by label, certifiers and product functions, a glossary and excellent information about what makes a good eco-label. Another independent guide to hundreds of eco-labels can be found at ecolabelling.org”
Caveat emptor: Not all trade certifying organizations are created equal. Some provide fewer benefits than others.
i suggest turn off everything on standby! When that little red light is on you are wasting energy. 85% of the total power used on any device is used on standby.
Eco-labels can influence consumers by establishing green criteria at the point of purchase and providing a point of comparison based on green standards. However, research suggests that that not all eco-labels are created equal.
Establishing green criteria at the point of purchase and providing a point of comparison based on green standards. However, research suggests that that not all eco-labels are created equal.
Has any person seen the retail sheets for Thermafreeze products ?they were just recently on QVC and have made a huge retail impact.The make Reusable Ice packs and Cold Compress
i am also saying that discussion must be excellent.Green certifications and eco-labels are two ways of verifying the greenness of a product, service or company. Proceed with care. It’s not always easy to distinguish to the good from the not-so-good.
Tags: green branding, green business, green consumers
