Corporate/Product Sustainability, Can you Prove it?

Over on Sustainable Life Media, Matt Heinz has a great post on Best Practices for Successful Eco-Labeling.

He boils it down to what we've been saying here and here, to be perceived as the genuine green article at some point you have to prove it. In Matt's words:

"What are you claiming on your green labels, and how can you prove it? Can you summarize those proof points on the label itself? Has a credible third-party endorsed your sustainability practices? Could their logo be placed within your label to add credibility?

Think carefully about not just the claim you make on the label, but how that label’s contents help prove or validate the claim. Think as well as about how the label could be a starting point for that proof. For example, include a short, user-friendly URL on the label inviting customers (and prospective customers) to learn more about your sustainability claims. That URL destination can have all kinds of one-way and two-way information – updates on progressive sustainability initiatives, collective customer impact on reducing a carbon footprint (based on sales and pass-along, for example), etc."

What he is suggesting is exactly what Forbo has done. Forbo's proof runs through the entire company and out through their product line. For an inside look and case study to follow, feel free to download yourself a copy. You'll find it on the top left hand corner of the is blog.