In a sign that ecolabelling has hit the big time, a new organization called Big Room has launched a consumer-accessible database of green labels at Ecolabelling.org. The goal is to help steer folks through the maze of environmental marketing claims and help them learn to distinguish between what’s green and what’s greenwashing.
Of course, creating a database of green labels is easier said than done, and the Big Room folks we spoke to have already said they plan to continue refining their data collection methods and potentially add a screening mechanism in the future. At the moment, the database includes a range of labels, from those like EcoLogo that have built up credibility over decades, to ones with little or no credible authority. One way Ecolabelling.org tries to help distinguish between the two is by including a data field on whether ecolabelling programs have been independently verified or not.
As we searched through the Ecolabelling.org database, it got us thinking again about the important elements of an effective green labeling program.
- Multi-attribute evaluation (a way to avoid the sin of the hidden trade-off) so that all aspects in the life cycle of a product are considered with regard to environmental impact
- Genuine certification of products via third-party testing and regular auditing
- Recognition by an independent ecolabelling authority like the Global Ecolabelling Network
An average consumer is going to have difficulty assessing a green label for these criteria, but that is exactly what a group like Big Room with Ecolabelling.org could do.
Posted by Mari in Environmental standards, Marketing