Survey Says...HUH?!?

A recent survey of 2,000 people shows that a virtually negligible number actually even recognize or see many of the more than 400 "green labels" which typically appear on the packages of consumer products. The good news in all of this is that if any of these label markers are disguising harmful behavior or participating in greenwashing at least very few people are falling for the message!

How do your shopping habits correlate with these results?

Do you believe that the sheer number of certifications and labels contributes to consumer inability to see the forest for the trees? Let us know!

U.K Vegan Logos

You tell us, does this discussion leave you a tad confused? Clearly, there are many intricacies and platforms that are part of devising a labeling system. What to focus on, what to leave out, what is absolutely vital, etc. Sometimes it does seem as though the process gets so complex that it seems to exist solely for those who devise it rather that for those it is meant to inform: the consumer!

We like the basic approach the folks from the new vegan licensing organization have that plans to focus solely on presenting the choice of veganism from a positive perspective. Keep it simple, direct and focused.

What do you think? How do you feel certifications should be devised? Should they take an activist or consumer advocate approach or stand back and use strict measurable parameters or perhaps, a hybrid? How much do you need to or want to know regarding the manufacture of products? Do you want verification of practices all the way down to individual ingredients or just the final product. Let us know!!

Eco Fast Food?!

Organic burger chain, Elevation Burger, announced plans to open eight restaurants in the Philadelphia area and has plans to open up to 40 in seven states and Washington, D.C.

Well of course a movement like this was bound to occur as this country will never give up its quick meal demands! Taking a time tested concept and retrofitting it to eco-friendly standards is certainly a big step in the right direction. Even though the burger and fries concept isn't exactly the heart healthy meal, at least the beef is organic (it doesn't mention the fries though)!

The buildings are to adhere to LEED standards and include bamboo flooring, recycled tires and energy efficient appliances. We applaud these efforts to take a well-known business concept and make it more sustainable. 

Lesson to all: It does not matter what kind of business you have, there are "greening" opportunities everywhere!! There are also many ways businesses can focus on other triple bottom line issues by considering living wages, charitable donation policies, eco-friendly purchasing guidelines, commitment to local communities, and many other avenues for sustainability! 

Being green and sustainable isn't for eco-elitists or ultra liberals hell bent on subverting our economy. No, it is about regaining respect for our environment and for one another and ensuring that we have a future to look forward to. These are actions to integrate into our lives now and not when we are circling the drain!

P.S. If you happen to stop by one of these restaurants, check to see if the rest of the ingredients like the salads and the fries are also organic. It would be a shame if they missed the opportunity to make a full commitment to those standards!

Eco Labels Everywhere!!

I found a recent GreenBiz article that offers an overview on the increased proliferation of eco-labels and third party certification labels that customers must wade through when maneuvering the grocery aisles. An excellent point the author makes is that the value of the label itself is in the eye of the beholder, or end-user.

Most of these labels purport (and many actual accomplish this) to verify and certify adherence to specific behaviors or practices or qualities a company has been successful in integrating. Certifications for fair trade, organic, vegetarian, etc. all fall under this category. 

While we here at Visionary Values applaud the diligence it takes to make these assurances, the fact remains that consumers are not single issues shoppers. Most people are becoming more and more aware that our world is not compartmentalized and our interaction with the environment has a significant impact on environmental health and our well-being. Consumers need to have knowledge of the full context of the impact of their purchases in order to ensure and  further encourage society to embrace and support sustainable business.

We believe that if these standards are left strictly and completely in the hands of the government or corporations themselves, the customer will always be left with an incomplete picture. Consumers must take responsibility for their own well-being and begin to interact with and participate in these processes which define sustainability parameters. Join us at Visionary Values as we move forward in developing important multi-attribute standards by which one can see a fuller picture of a company's commitment to the triple bottom line!

Take a look at the article here: GreenBiz.com

Check out a comprehensive list of eco-labels here: ecolabelling.org

For a few more links look here: www.treehugger.com

Burgeoning Choice, Easier to Greenwash!

I came across an article today on ecoAmerica that elaborates on an Advertising Age report predicting a three fold increase in the number of "sustainable goods" on the market. Great news for those of us who have been hoping that the interest in and capacity to buy such products would weather the economic downturn. Huge caveat though, who is monitoring the guidelines for the claims of "sustainability" or of the "greenness" of these products? NOBODY!!! The only folks currently fully responsible for these claims are the companies themselves. Do you trust them? Even if you do trust them, what criteria will you use to analyze the product and company sustainability? What criteria are they using?

Clearly, if we, as consumers, are going to commit to applying sustainability criteria to our purchases, we do also need to take some responsibility for ensuring that we aren't just paying a lot more for the same old same old. We at Visionary Values need to and want to hear from you regarding which criteria you feel are most important and which must be included in a detailed and fair analysis of the sustainable practices and greenness of a company and its products. Please leave your comments and we will ensure that our process of putting together a database takes these suggestions to heart.

Here is a link to the article on the consumer trends:

Green-Marketing Revolution Defies Economic Downturn

Another good link: 

Consumer's Want Proof It's Green

Also, check out ecoAmerica's News and Events Blog:

ecoAmerica

Something To B Lieve In

A little over a year ago I came across an organization whose mission was to certify companies that operate under a more stringent set of standards of responsibility. My first thought was that such an endeavor was quite noble and also very much needed. My second thought was more along the lines of let's wait and see if they can pull it off. It turns out that they have!

This non-profit organization called B Lab and their growing list of certified B Corporations (the "b" standing for benefit) have begun to catch the attention of more mainstream business publications like BusinessWeek and the Financial Times.

Their certification is based on meeting their "comprehensive and transparent social and environmental standards." You can review those standards as well as some sample reports on their website: www.bcorporation.net

You know as well as we do that educated consumers are increasingly frustrated by discovering that even their favorite "green" companies have some rather unpleasant skeletons lurking. If the folks at B Lab can offer an effective and trustworthy screening process that can identify the truly visionary companies, then we all benefit.

Ecological Intelligence

A new book by Daniel Goleman that reflects upon the impacts our purchases can have on the environment will soon be available. Old hat you say?! Think again! Goleman is most known for his most famous publication called "Emotional Intelligence: Why It Can Matter More Than IQ." The premise being that self-awareness, self-discipline & empathy are essential ingredients to success and happiness. Add to that that, unlike IQ, emotional intelligence is something anyone can improve upon.

In his newest book, Ecological Intelligence: How Knowing the Hidden Impacts of What We Buy Can Change Everything, Goleman reveals the hidden environmental consequences of what we make and buy, and shows how new market forces can drive the essential changes we all must make to save our planet. Ecological Intelligence draws on cutting-edge research to reveal why "green is a mirage," illuminates inconsistencies in our response to the ecological crisis, and introduces new technologies that reveal with "radical transparency" the eco-impact of products we buy, with the potential to drive consumers to make smarter decisions and companies to reform their business practices.

Paul Hawken says of the book: 

"Ecological Intelligence is a fascinating whodunit revealing the intricate processes that create our material world. Written by the acknowledged master on how to be a truly intelligent human being, Goleman reveals the complex web of impacts everyday products have upon people and habitat and how a new form of intelligence can radically alter consumption patterns from destructive to constructive."

I am currently in the middle of the original Emotional Intelligence book and look forward to seeing Goleman's application of these concepts to correcting our species' poor stewardship of the planet. If you have a chance, give it a read and then post a quick comment/review. We'd love to hear from YOU!!

As Eco-Seals Proliferate, So Do Doubts

In the April 2nd issue of the Wall Street Journal the confusing state of green certification of consumer products is addressed. 

As green marketing has proliferated, so has the number of "eco-labels" competing to be the environmental equivalent of a Good Housekeeping seal of approval. According to the Web site ecolabelling.org, there are more than 300 such labels putting a green stamp on everything from cosmetics and seafood to bird-friendly coffee.

http://online.wsj.com

What are YOUR green parameters as a consumer? Let us know!