HY-brid recently spoke at an eco-labeling summit that was part of the 2009 Biopolymers Symposium in Chicago. (We were invited through the blog!). The purpose of the summit was to address the confusion around the eco-label phenomena and how companies can navigate through the many labels available to them.

Recent reports suggest there are as many as 400 eco-labels globally. Couple that with the fact they are available across multiple products and process categories, and it becomes clear, this navigational exercise was no small task for a 30-minute presentation to say the least.

As environmental marketers, we approached the presentation by outlining four key questions an organization needs to answer before securing an eco-label(s). Keep in mind these questions should be asked and answered no matter what industry you are in.

1. Do you know what a sustainability platform is and if so do you have one? If you answered no to one or both of these questions, you need to take a step back and determine your organizations sustainability messages before securing eco-label(s).
2. What types of eco-labels or certifications are your stakeholders/customers demanding of you? Ask or survey those in your industry to ensure that the label or labels you want to secure are relevant and merchandisable to your various audiences.
3. Do you need an eco-label to convey your sustainability message? Remember that an eco-label is not enough. Simply slapping one (or many) on your product doesn’t necessarily make it meaningful to your customers. You have to communicate the message behind the label to make it relevant. To that end, do you need a label to do this, or can you accomplish your goals without one. Remember also that if you need to work too hard to make a business case for a label, then it is most likely not worth the time of the financial investment.
4. If you have secured a label or labels, can you sustain the one(s) you choose? This question addresses whether or not you can financially sustain as well as maintain the standards associated with the label on an ongoing basis.

At the Summit, HY-brid presented with some of the foremost leaders in their respective eco-label categories including UL Environment, Green Seal, GreenGuard, and Scientific Certification Systems. There was certainly a consensus among the group that the need for harmonization with the various labels needs to happen. What also became very clear is that there is still no real direction as to how that harmonization will, if ever, occur.

Have an eco-label and don’t know how to properly communicate it, or are you interested in securing one and marketing it? Send us a message we would like to hear from you.