Nearly every brand today embarking on a sustainable brand journey faces the question at one stage or another: "Should I adopt or create an eco-label, pursue a particular certification, or manage to a particular industry ranking as part of my brand strategy?" The question is complex, and as illustrated by the recent case wherein Apple attempted to withdraw from its commitment to pursue EPEAT certification for it's products--stakeholder sentiment can be unclear on the topic until a misplaced decision is put forward. This panel, led by a senior representative of SustainAbility, conveys results of a recent brand sentiment exploration on the topic, and offers the perspective of industry leaders who have each given the topic a significant amount of thought. Expect to participate in a healthy conversation and count on leaving the session with a better sense of how to think about the topic given your own situation.
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The Role of Eco-Labeling and Certification in Sustainable Brands Success - nestor coronado palma
1. The Role of Eco-Labeling and Certification
in Sustainable Brands' Success
¡ Nestor Coronado Palma, Director of Sustainability,
Philips Consumer Lifestyle
Sustainable Brands
London Conference
2. The Role of Eco-Labeling and Certification
Néstor Coronado Palma
Director Sustainability
November 2012
Néstor Coronado Palma, Director Sustainability, November 2012
3. Awareness, Choice and Trust are the key drop-
off reasons in the green funnel,
and the key opportunities that eco-labels can
address in a meaningful manner.
Source: BCG Global Green
Consumer Survey, 2008.
Néstor Coronado Palma, Director Sustainability, November 2012
4. What does this label mean?
Do they reward a product? or an organization?
“El
Dis;n;u”
Catalonia
(E)
Hungary
The
Nordic
Swan
FIN,
S,
DK
&
N
“NF
Environnement”
Good
Env
Choice
France
Sweden
Aenor
Spain
Milieukeur
“Umweltzeichen”
Env
Friendly
Products
Netherlands
Austria
Czech
Republic
Slovak
Republic
Néstor Coronado Palma, Director Sustainability, November 2012
5. Main conclusions
• Generic eco-labels have had limited
success due to lack of transparency and
distrust by the general public,
• However specific eco-labels like energy
labels have been successful, due to the clear
benefit for the consumer.
4
Néstor Coronado Palma, Director Sustainability, November 2012