Sustainability has, thus far, proved to be more than a fleeting trend. Sure, documentaries like "Inconvenient Truth" and Hollywood's various "green" pet projects have
given it a drawn out moment in the spotlight, but its longevity suggests that people aren't going to lose interest anytime soon. Businesses have acted accordingly,
stepping up their CSR, corporate citizenship and sustainability efforts, and communicating said efforts aggressively.
But just as loud as the conversation of sustainability is that of greenwashing, or the act of advertising positive environmental efforts while practicing the exact
opposite. Communications professionals, then, have a two-pronged challenge: communicating the company's healthy initiatives and, more important, proving their validity to
the marketplace. But what is the best way to solve the latter problem?
When taking steps to build a sustainable brand, business leaders are increasingly looking to third-party certifications as a way of legitimizing their efforts. For
communicators weighing the benefits of this, a number of questions exist: How valuable are third-party certifiers? Is one better than another? What are the benefits? How
should news of a third-party certificate be communicated?
Steve Bolton, manager of business development for MBDC's Cradle to Cradle, speaks to value of certifications:
"[Third-party certifications] give external value to the statements a company or client want to make," he says. "It's something tangible and concrete. A lot of people
are doing the 'green thing' nowadays, but what does that really mean?"
Thus, third-party certifiers like Cradle to Cradle are developing strict criteria and standards that determine whether or not a brand, product or service is
legitimately sustainable. Certification processes can be long and complex, but many argue that they give consumers the assurance that they are investing in an eco-
friendly brand.
"Certification is a mark that lives with the product, but it can be used in broader PR as well," Bolton says. "We advocate the idea of looking at your target customer
and how he/she is trying to build a brand in the market."
Who's Who?
As far as the smorgasbord of certifiers, it is tough to differentiate which one is best for your brand. Arthur Weissman, president and CEO of Green Seal, described his
company's process to healthcare publisher Medquest Communications:
"As for developing the criteria and the standards, we start with research into the lifecycle of the product and any significant environmental impact of the product
category. We use experts in the field - for example, from universities, public interest groups ... Then we try to put it all together and come out with a proposed standard
based on these evaluations, and we publish that as a draft stand for comment from all stakeholders."
While every certifier has their own process, the result is much of the same: Confirming that a company is a leader (or at least a devout follower) in the sustainable
brand race. Plus, certifications that go on product labels must meet very specific guidelines set by the Federal Trade Commission, especially in the environmental
marketing arena. Before ever deciding on a certification to pursue, ample research should be done to ensure that the provider is legitimate and meets government
standards. Also, check to see if they have a patent with the U.S. Patent and Trademark Office - this means the certification is a brand in and of itself, which never
hurts.
To-Do List
Communications professionals should consider certifying their company/client's efforts to gain credibility in the marketplace, but in doing so, they must consider the
following things:
-
There is no one-size-fits-all certification. "There are different certifications for different purposes and different industries," Bolton says.
"Certifications can overlap and complement one another." With that in mind, research the certifications that are most relevant to your business: fair trade, material
health, etc. Then pursue the ones that, when combined, will give your brand the strongest validation.
-
Consider the corporate vision first and foremost. "Everything depends on what vision the company is trying to pursue," Bolton says. "I would argue that external
certifications have more value and industry certifications. There should be as much defined criteria as possible."
-
Think in terms of leadership. "The concept of a leadership level is key," Weissman says. "Certification is no exclusive - a number of products in the same category
can be Green Seal certified, meaning that they have met the standard. However, not many products will be certified overall because ... only the cream of the crop will
qualify."
-
Understand the difference between a product and brand certifications. "We have product criteria and company criteria," Bolton says. There is a difference between
guaranteeing a product is sustainable and guaranteeing a brand is sustainable. Depending on the company and its variety of products/services, one may be more valuable
than the other.
-
Inform the public, but don't assume a certification does your job for you. If and when you receive third-party certification, let the public know what this means.
Don't go through the drone of the specific qualifications; rather, just let them know through a logo or "stamp of approval." Beyond that, you must still communicate the
brand's sustainability through actions, which, as all good communicators know, speak louder than words.
CONTACTS:
Steve Bolton, [email protected]