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NE W S
Behind the label: A closer look at environmental
marketing
VICTORIA DE LUNA
Contributor
Each time I go out shopping I’m bombarded
with all kinds of environmentally focused marketing claims. Everything from “all natural” to
“EcoLogo certified” – and that’s just the tip of
the iceberg. With the growing emphasis on environmental concerns, environmentally-focused
marketing has exploded. This has led to the proliferation of hundreds of different claims, labels,
and certifications that promote a good or service’s
so-called “green” qualities. While this is a step in
the right direction, the sheer number of certifications out there can make finding the right product
daunting. So what’s the savvy shopper to do? Get
informed! Here’s a brief guide to eco-labelling to
shed some light on the labels that exist and how
to evaluate their claims.
There are two main types of labels that you’re
likely to see while running your weekly errands.
The first are self-declarations about a product or
service made by manufacturers, suppliers, distributors, etc. Generally they are based on one attribute and are not independently verified. Labels
that fall into this category include claims such as
“VOC free,” “contains recycled content,” and “all
natural.” The second are eco-labels awarded by
third party organizations that evaluate goods and
services based on certain criteria. If a product
meets this standard it’s awarded a license to use
the label. Common eco-labels include Fairtrade,
EcoLogo, and Rainforest Alliance. While this is
all well and good, what
exactly do these labels
mean?
EcoLogo
EcoLogo is a pioneer
of eco-labels, founded
in 1988 and recognized
across North America.
Certified items undergo
a multi-attribute analysis that examines the product’s lifecycle from
production to end of use. EcoLogo does not have
one standard set of criteria, but rather different
standards particular to each product category.
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The Obiter Dicta
Certifications are available in industries such as
electronics, toys, office supplies, renewable energy,
furniture, and building materials. All certified
products must demonstrate adherence to the
standard through verification from a third party
auditor.
Fairtrade
Fairtrade is an international certification
system predominantly
for food and textile products such as
coffee, flowers, cotton,
nuts, and oils and
is run by Fairtrade
International. The program sets out specifications
for businesses and producers who buy products
from workers and farmers in developing nations
in an effort to provide a more meaningful and fair
business relationship. Criteria considered include
product pricing, premiums, safe working conditions, environmental considerations, and farmer
access to credit and contracts. A third party audits
the products bearing the Fairtrade label to ensure
conformance with this standard.
Forest Stewardship Council
The Forest Stewardship Council (FSC)
was founded in 1990
and offers a certification system for forest
products. There are
two programs under which products can be certified. The first is “Chain of Custody Certification”
which tracks raw materials through the entire
production process. The second is “Forest Management Certification” which looks at responsible
forest management. Companies who have achieved
FSC certification have gone through an initial onsite audit and then annual surveillance audits to
ensur RF