The Role of Eco-Labeling and Certification in Sustainable Brands Success - nestor coronado palma

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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. 1. The Role of Eco-Labeling and Certificationin Sustainable Brands Success¡  Nestor Coronado Palma, Director of Sustainability, Philips Consumer Lifestyle Sustainable Brands London Conference
  2. 2. The Role of Eco-Labeling and CertificationNéstor Coronado PalmaDirector SustainabilityNovember 2012 Néstor Coronado Palma, Director Sustainability, November 2012
  3. 3. Awareness, Choice and Trust are the key drop-off reasons in the green funnel,and the key opportunities that eco-labels canaddress in a meaningful manner. Source: BCG Global Green Consumer Survey, 2008. Néstor Coronado Palma, Director Sustainability, November 2012
  4. 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. 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
  6. 6. Néstor Coronado Palma, Director Sustainability, November 2012 5

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