For years companies have been hiding behind the PR response of, “When consumers want our products to be greener, then we’ll do something.”
“When” has happened.
In research conducted by Research+Data Insights for Hill+Knowlton Strategies and Environmental Defense Fund the beyond tipping point number was revealed. Citizens also wanted more transparency in their products and more sustainable practices throughout corporate operations. Go figure. [the full article. ]
We all want to trust the companies we work for and buy from. That won’t happen until sustainability becomes a sporting event whereby everyone knows the rules and a third party referee can call a foul or throw a company out of the game through de-certification.
Luckily we’re seeing a glimpse of our economic future inside of Target stores. Earlier this year Target smartly partnered with Good Guide, which is part of ULE (Underwriters Laboratory Environment).
Good Guide is two faced, but in a good way…
1. Good Guide offers a citizen-facing tool that makes finding the greenest product in a category easy and also gives the transparent reason it received its 1-10 rating — take the rating on face value or dive into about 200 additional points of information.
2. Recently Good Guide added a supply chain-facing transparency tool for benchmarking sustainable practices for vendors to understand where they can get better at the green game.
Target is also creating its own in-house brand of sustainable products which will be 100% GMO free soon. The “Just Label it” rally cry will be replaced with “Just Buy It” and go on with your day. This is what green mommy bloggers have been pushing to have happen for many, many years.
The best news? The majority does rule somewhere…
While what 91% of the US population doesn’t motivate our politicians to create laws and regulations to protect us, 91% of consumer opinion does motivate business to do better — because competition always lives at the top.
Thank you Target for being the first to push sustainability in a transparent way. The economic model we forecasted years ago has finally happened — the opinions of the majority consumer (women) are the will driving business to deliver better products, and sustainable standards are keeping us all (buyers, sellers, manufacturers) honest.
Cheers to Target and more cheers to the green women consumers whose voices keep pushing for higher and higher standards.