Eco-logos are all the rage—but how valuable are they as a marketing tool? Are there some hidden risks that warrant a second look?
Let's consider the three ingredients of an effective marketing logo—green or otherwise—and their implications for the savvy eco-marketer.
Here are the three factors at play:
Recognizability. Eco-logos can reinforce green messages, a welcome benefit for sure. But of the myriad eco-logos on the market, only a few are known to consumers. They consist of the "chasing arrows" recycling logo, the Energy Star seal of energy efficiency, USDA's Organic logo, and TransFair's FairTrade certification; after that recognition drops off significantly.
Credibility. The more trusted logos are granted by an independent, disinterested third party. For example, logos promulgated by government organizations like EPA and USDA make the cut. Same goes for the nonprofit Forest Stewardship Council's FSC certification for sustainably harvested wood, which tends to be better received than the SFI certification put forth by the Sustainable Forestry Initiative, an industry trade group.
Comparability. The carbon labeling systems described here are provocative for sure—wouldn't it be great if all products came with the carbon equivalent of an environmental nutrition label! But standards don't exist for measuring a product's carbon footprint... and, until they do, any product offering one can't adequately be measured against its peers. Again, grounds for confusion.
