Green product certifications – trusted or suspect?
Filed under Green Products, Marketing
As Eco Seals proliferate, so do doubts according to today’s Wall Street Journal. In a well informed article, Gwendolyn Bounds starts off by writing “It’s too easy to be green.”
“Recently, Kevin Owsley went searching for a reputable organization that could validate the eco-friendly traits of his company’s carpet-cleaning fluid. But after canvassing a dozen competing groups hawking so-called “green certification” services — including one online outfit that awarded him an instant green diploma, no questions asked — he grew disillusioned about how meaningful any endorsement would be to his customers.
Mr. Owsley goes on to say ‘I joke and say, ‘I could buy some of these companies a case of beer, and they’d give us a certification.’ I’m very frustrated by that. ”
To certify or not to certify. For small to medium size companies, the price alone may inform this decision. Whichever route you decide to go, good marketing for your sustainable business doesn’t rely on a certification. It’s really about telling your story and providing credible information to stakeholders. read my article 5 top tips for responsible green marketing…
Tags: Certifications, green products, Marketing
Leave a Reply
You must be logged in to post a comment.