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Understanding eco-logos: Certification v Self Declaration
Understanding eco-logos: Certification v Self Declaration
Submitted by: The Two Sides Team February 9, 2012
This article was written by Laura Thompson, Director of Sustainable Development at Sappi Fine Paper North America.It originally appeared on the Environmental Leader website. This article is Part I of a two-part series. The second article will offer more examples of self-declarations, specific to the paper industry, and information on certifications.
Consumers are becoming increasingly concerned about the environmental attributes of products and packaging. If you are in business today, whether selling a product or a service, it is possible to create an advantage in the marketplace by touting environmental credentials. As such, eco-labels and claims abound on products from cleaning supplies that we use at home to the clothes we wear and the cars we drive. Environmental labels are also applied to packaging of products ranging from toys to tater tots and everything else we buy. With so many environmental attributes to consider (toxicity, energy, water, waste) it can be difficult to decipher whether one product is truly better than another.
To help protect consumers from false or misleading claims, the US Federal Trade Commission (FTC) has established a set of general principles that apply to all environmental claims. The International Standards Organization (ISO) has also developed some very helpful resources.
Welcome to the world of environmental marketing and claims.
If you are in marketing, it is critical to get your claims right or risk jeopardizing the integrity of your brand. For someone new to the space, the options and the responsibility can seem overwhelming. But at the end of the day it boils down to three basic tenets.
2.You must be able to substantiate your claim (provide proof if challenged)
3.Consumers should be able to understand your claim at the product level (when in doubt provide a URL and more information on line)
Legitimate claims can made through self-declarations but unfortunately many consumers dont trust business and seek additional assurances. Labels developed by credible third party certification programs offer assurance and transparency for marketers that choose to use them.
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