04 Aug '11, 1pm

Earth to Eco-Labels: Be Consumer Useful or Wither From Lack of Relevance | Sustainable Life Media via @SustainBrands

Earth to Eco-Labels: Be Consumer Useful or Wither From Lack of Relevance | Sustainable Life Media via @SustainBrands

Everyone lauds eco-labels being put forth by such sustainability leaders as Timberland, HP and Levis for transparency and commitment, but are they really all that useful to consumers? Likely not. These labels may be informative, but I believe their usefulness can—and must—be taken up a notch. An eco-label’s greatest value is not its ability to convey environmental stewardship; rather, an eco-label’s worth lies in how clearly it relates green qualities to what I call “consumer-useful” information. Labels with consumer-useful information identify the practical, valuable aspects of a product and put those qualities front and center. Such labels allow consumers to quantify savings or added benefits over the course of a product’s entire lifecycle. I believe almost every eco-label up until this point has fallen short of this goal – except for the new EPA fuel-economy label, that...

Full article: http://www.sustainablelifemedia.com/news_and_views/articl...

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