Comments on: Joel Makower on Eco-labels http://blog.terrachoice.com/2008/08/18/joel-makower-on-eco-labels/ A blog on the EcoLogo program and green commerce Tue, 06 Jan 2009 21:42:24 +0000 http://wordpress.org/?v=2.3.3 By: Mario Vellandi http://blog.terrachoice.com/2008/08/18/joel-makower-on-eco-labels/#comment-3624 Mario Vellandi Mon, 18 Aug 2008 22:16:21 +0000 http://blog.terrachoice.com/2008/08/18/joel-makower-on-eco-labels/#comment-3624 Single-attribute labels are a great first start. But when we start factoring multiple labels related to both product manufacturing, supply chain, and CSR...it really is too much for citizens to grasp. Hence the advantage of multi-attribute labels and certifications. The depth and vigor of those LCAs vary by their considerations. One model that I particularly admire is from MTS, which is a consensus-based standard (SMaRT) that really acts more like a scorecard taking into account various single-attribute labels a product may already have, while performing detailed analysis as necessary and to the degree the company is seeking certification (standard, silver, gold, platinum). While LCA models may differ depending on who you're talking to (ex: the IDSA promotes Okala), I believe a unified scoring mechanism is best. But back to topic, I'm a bit pessimistic on most consumer shoppers rallying behind labels. A logo and a certification don't mean anything unless the shopper is familiar with what it means. I'm definitely with Joel on the importance of stories and copy that work both to tell the branding and the eco-friendliness of the product. Scientific data and even carbon labels are just too boring by themselves. If the goal is to have more sustainable products being available and purchased, then product marketing is the vehicle and labels/certifications are the accreditation. Single-attribute labels are a great first start. But when we start factoring multiple labels related to both product manufacturing, supply chain, and CSR…it really is too much for citizens to grasp. Hence the advantage of multi-attribute labels and certifications. The depth and vigor of those LCAs vary by their considerations. One model that I particularly admire is from MTS, which is a consensus-based standard (SMaRT) that really acts more like a scorecard taking into account various single-attribute labels a product may already have, while performing detailed analysis as necessary and to the degree the company is seeking certification (standard, silver, gold, platinum).
While LCA models may differ depending on who you’re talking to (ex: the IDSA promotes Okala), I believe a unified scoring mechanism is best.
But back to topic, I’m a bit pessimistic on most consumer shoppers rallying behind labels.

A logo and a certification don’t mean anything unless the shopper is familiar with what it means. I’m definitely with Joel on the importance of stories and copy that work both to tell the branding and the eco-friendliness of the product. Scientific data and even carbon labels are just too boring by themselves. If the goal is to have more sustainable products being available and purchased, then product marketing is the vehicle and labels/certifications are the accreditation.

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