Fellow Story
Dinah Koehler studied how companies are making eco-labels core to sustainability strategy for Deloitte Research
The number of eco-labels in the marketplace continues to grow: According to Ecolabelindex, 426 labels circulate in 246 countries and 25 industries.
Most commentators are quick to point out the negative consequences: consumer confusion, disinterest and mistrust. However, there is a growing wave of large companies that pursue product certification to appeal to and meet compliance demands from their B2B customers.
Never mind the mixed signals from consumers: For these companies certification, and to a lesser extent eco-labeling, is a strategic move, and in some cases essential to bringing products to market.