10.1.24
Excerpt from article published on sustainablebrands.com.
Consumers want to understand what is in the products they are buying. The 400+ ecolabels currently on the market can help; but sometimes they leave the consumer more confused about a product’s sustainability claims, as there is no common standard.
Global nonprofit Green Seal aims to reduce that confusion by offering a clear, trusted standard for sustainable products across industries. Through extensive research, Green Seal found that while consumers want products that are safe, non-toxic, cruelty-free, and evaluated for health and environmental impacts, they struggle to understand the meaning behind many certifications. To bridge that gap, Green Seal collaborated with leading consumer-packaged goods brands, retailers, and consumers to design a refreshed certification mark that is both recognizable and trusted.
With a plan to unveil the new certification mark at SB’24 San Diego in October, Green Seal aims to build trust, simplify purchasing decisions, and ultimately guide the industry toward more meaningful environmental and social impacts by focusing on clear communication and industry-wide standards.
We spoke with CEO Doug Gatlin to understand how Green Seal developed a certification mark that both simplifies decision-making for consumers and also sets a foundation for the industry to advance toward a healthier product future.