CONVEYING THE INVISIBLE: Sustainability-related labels

This chapter explores the current usage of eco-labels to represent manufacturers’ claims regarding sustainability goals. These labels differ from other marketing communications media, such as advertisements and websites, due to proximity to purchase and the limited space available on product packages. Consumers may not notice eco-labels, nor give them appropriate consideration, for many reasons including information overload. Additional educational initiatives are called for to improve understanding of both sustainability issues and consumption-related decisions that could help address them. However, higher standards for the use of eco-labels, including tying them to tangible and specific sustainability outcomes, is needed. We also suggest that the notion of eco-labels should be ‘flipped’, such that products that achieve a broad set of desired socio-environmental standards be considered normal, and those that fail on specific standards carry labels that identify that failure. In that way, consumer confusion can be reduced and sustainability goals can be prioritized.