“Biodegradable”, “eco”, “climate neutral”, “zero impact”. That of green labels it is a real jungle in which finding your way is objectively difficult. What do these words really mean? Do they certify something real or are they just greenwashing?
92% of European citizens look for environmental information on labels and 35% do so often or very often. As many as 86% are influenced by these declarations in their purchases, 58% say they are partly influenced and 28% very much so. Not only that, 84% think that all products should indicate what their environmental impact is and 59% prefer to buy a product with an environmental label compared to one without. This is what emerges from the Altroconsumo survey promoted by Beuc, the European consumer organization of which it is a member. By interviewing 1,028 citizens on the topic, it was discovered that consumers are rather wary. And they often interpret the use of ecological images and messages as unfounded, thought of sole purpose of showing themselves to be “friends” of the environment and, in this way, attracting consumers.
Green labels, truth or greenwashing? How to distinguish truly sustainable products
Unfortunately, green logos are often simple self-declarations not controlled by third parties. But if they could know for sure, 48% would stop buying a certain brand, while 31% would obviously feel manipulated.
It might help to provide some clarity Green claim directive. «The new rules being prepared are an important and definitely welcome step forward», explains Federico Cavallo, head of External Relations at Altroconsumo.
The hope is that the EU will introduce a solid pre-approval of environmental logos. But which «at the same time leaves enough space for the existence of reliable independent labels». The testing programs and initiatives to evaluate the overall performance of products (including environmental ones) promoted by consumer associations, such as Altroconsumo, have effectively improved competitiveness between producers and the possibility of informed choice for consumers.
What does the Green claim directive provide?
There are three important cornerstones against “greenwhashing” introduced by the directive. First of all, stop with generic environmental indications as “environmentally friendly”, “natural”, “biodegradable”, “eco” or “climate neutral”, unless these claims are supported by scientific evidence. But also stop the so-called “carbon claims”, that is, to those slogans in which it is said that the product has “zero”, reduced or even positive impact on the environment because the company would compensate in some way carbon emissions (for example by contributing to reforestation projects). In the end stop sustainability labels not based on approved certification schemes or established by public authorities.
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