When do labels become too much of a green thing?

When does green labeling become so ubiquitous that it loses all effectiveness? The Eco Label Index lists 426 different green logos. It also provides a database with filtering that lets you search by region, find out what research they are doing, and compare them—for a fee.Businesses may have the resources to devote ample time to deciding which labels belong on their products, but for consumers the myriad of choices runs the risk of rendering them useless. For small business owners and freelance graphic designers, figuring out which products and services are truly sustainable and not merely greenwashing is added on top of their never-ending list of tasks.Cliff Burrows, president of Starbucks, asserts that eco-labels establish a level of trust. He says, "Customers have demonstrated that they are more likely to buy products and services from companies they trust." The eco-label tells consumers that a product was produced (think Fairtrade or organic) or can be consumed (think nutritional labels or Energy Star) in a more sustainable way. The eco-label combines sustainability standards-setting and branding, underpinned by the credibility of an independent body. However, Burrows goes on to say that the eco-label model may have become too successful: "A wide array of certification programs has been developed, creating confusion among customers and undue burden on farmers. The industry needs to better understand what is meaningful to customers and works best for producers." (1)In addition to the confusion about what all the eco-labels mean, the problem is exacerbated when companies use eco-labels for greenwashing— attaching a positive environmental association with an unsustainable product or service. Ramon Arratia of InterfaceFLOR explains in an article for "Sustainable Business" in The Guardian that the practice is damaging both the environment and the sustainable industries themselves. (2)While graphic designers can use resources like Lovely As A Tree and Renourish to help them make choices about paper, printing, and ink, the issue affects a much wider audience. A recent post for "Sustainable Business" on The Guardian says that an Asda study shows consumers – regardless of age, gender or income – are choosing sustainable products and services; they just need some guidance. (3)In a blog post for Greenbiz.com, author Joshua Saunders states that what we need are credible certification programs, labels, and rating systems to dominate the market. This will help minimize confusion as well as hold labels and ratings to high standards. (4)How do you assess eco-labels? Do you know what they all mean? Do you care?Sources:http://www.greenbiz.com/blog/2010/09/23/are-there-too-many-eco-labels-and-green-ratingshttp://www.ecolabelindex.com/ecolabels/http://www.guardian.co.uk/sustainable-business/blog/questioning-evolving-the-ecolabel (1)http://www.guardian.co.uk/sustainable-business/asda-sustainability-green-survey (2)http://www.guardian.co.uk/sustainable-business/blog/waste-and-recycling (3)http://www.triplepundit.com/2011/03/greenwashing-many-eco-labels-problem/ (4)