Green label cred crisis

In an effort to stem consumer concern prompted by a flood of ‘eco-labels’ and green claims by product manufacturers, the Buying Better project has released its proposals to improve the reliability of ‘green’ credentials.

The Buying Better project has been undertaken by Green Capital, the business sustainability arm of the Total Environment Centre. It has investigated the green claims for four products: beef, cleaning products, small electronic goods and printing paper.

“The findings show that a plethora of confusing and self-serving claims have undermined consumer confidence as the ‘greening’ of product lines has been mainstreamed,” said TEC Executive Director Jeff Angel.

“Consuming products is not just about the private purchase contract, it’s about the effect of those decisions on society as a whole, and the health of the environment which sustains us all. So we have to get it right.”

Angel said the findings show that “green paper claims are almost chaotic; beef is just starting the sustainability journey, with early warnings of confusion, while small electronics needs government intervention. Laundry products now have so many different label claims, we’d be surprised if anyone takes any notice of them.”

The Buying Better project offers solutions as well as a critique of current practice.

“Labelling across the board should be simpler. It needs to address the product cycle from production, to use, to disposal. With paper, this means how the timber is obtained, from where, and how it is manufactured; for beef it’s about the sustainable management of the grazing lands, as well as wastage by consumers; and for cleaning products it’s about whether you really need some products such as throw-away wipes, as well as demanding more transparency on ingredients,” said Angel.

“We have focused on what will make the biggest difference in Australia. We propose guides for buying decisions and new policy for each product area. Industry, the ACCC and NGOs should get together to agree on information standards.”

The four reports can be accessed at www.greencapital.org.au/projects/buying-better.html.