This document discusses how to distinguish between legitimate eco-labels ("green") and misleading eco-labels ("greenwash"). It explains that eco-labels are seals of approval given by governments, non-profits or independent third parties when a product meets certain environmental standards. While there are over 400 eco-labels, regulation is minimal. Legitimate eco-labels tend to be from governments or non-governmental organizations (NGOs), apply to entire companies or specific products, and involve transparency, independent verification and public standards. The document encourages consumers to consider which eco-labels have these attributes when determining which labeled products to purchase.

1. Eco Labels: How to Distinguish
the Green from the Greenwash
EcoPlum
Spring 2012

2. What makes a product “green”?
 Materials Used
 Manufacturing Process
 Worker Conditions
 Energy Efficiency
 Distribution
 Packaging
 Waste/Pollution
 Disposal

3. What is an Eco-Label?
A “seal of approval” that is given by
a government agency, a non-profit
or an independent third party when
a product or company meets certain
predetermined environmental
standards.

4. Eco-Labels
 EPA Energy Star and USDA Organic
are two of the better known
government Eco-labels

5. Eco-Labels
There are over 400 Eco-Labels in
the market. Regulation/oversight of
eco-labels is minimal. Which ones
are reputable?
 Government vs. NGO vs. Private
 Company wide vs. Product Level
 General vs. Industry Specific

6. How does one differentiate the green
from the greenwash?
 PRODUCT A:“WE  PRODUCT B:
ARE GREEN!” Certified by
 “Earth Friendly” Government
 “Eco” Agency, third party
 “Natural”  Disclosure and
Transparency
 Standards
 Independent
Verification

7. Which one would you buy?
 Product A  Product B
Earth
Friendly

8. Government vs. NGO vs. Private
 Energy Star (EPA, DOE)  EPEAT  Cradle to Cradle
 US EPA  USGBC  UL Environment
 Green Vehicle Guide  LEED
 Design for Environment  GREEN SEAL
 WaterSense  EWG
 USDA  Skin Deep/Campaign
 USDA Organic
 USDA BioPreferred
 Green America
 Canada  Fair Trade USA
 EcoLogo

9. Company Wide vs. Product Specific
 Green America
 B-Corp
 Green Seal (2010)
 Fair Trade Certified
 Green Seal
 Cradle to Cradle
 Energy Star
 Dfe
 USDA BioPreferred
 USDA Organic
 LEED
 EPEAT
 More..

10. General vs. Industry Specific
(with hyperlinks to websites!)
 General  Clothing
 Cradle to Cradle  GOTS
 Green Seal  Buildings
 Green America  USGBC/LEED
 EcoLogo  Restaurants
 ULE  Green Restaurant Association
 B-Corp  Cars
 Cleaning Products  EPA Green Vehicle Guide
 GreenSeal
 USDA BioPreferred
 Agriculture/Food
 EPA Design for Environment
 USDA Organic
 Marine Stewardship Council
 Personal Care Products  American Humane Certified
 EWG Skin Deep/Compact for Safe Cosmetics  USDA Naturally Raised
 Appliances/Electronics  Fair Trade Certified (Coffee, Tea...)
 Energy Star  Carpets/Flooring
 EPEAT (Computers)  Green Label
 Wood/Paper Products  FloorScore
 FSC
 Rainforest Alliance
 Home Products
 WaterSense

11. What’s next?
 Consolidation
 Government Regulation
 More Educated Consumers
 Independent Ranking Entities
 http://www.greenerchoices.org
 http://www.globalecolabelling.net
 http://ecolabelling.org

12. Contact Me!
 Gia Machlin
 gia@ecoplum.com
 1-888-730-9990 x103
 www.ecoplum.com