With this episode in my series inspired by World Changing, my random stop in the book finds a section entitled Certifications. One potential problem with a rapidly growing market for sustainable design and green products is the ever increasing collection of baffling third party certification programs. Government institutions, NGOs, for profit organizations, trade groups, and more are all feverishly creating their own grading and evaluation programs. It seems everyone is rushing in to fill the void and green labels to convince consumers that new products are trustworthy. But who among them is credible? Who is to be trusted?
Look n o further than the lumber industry for an example of the dilemma. The Forest Stewardship Council is an independent, non-governmental, non-profit agency that certifies timber harvest practices. Over the past fifteen years it has become one of the most respected and trustworthy certification programs in the world. In addition to regulations governing sustainable harvest processes, tracing the chain of custody ensures that protected and/or endangered forests are not endangered by unethical or illegal harvesting. The organization has a three level governance structure made up of elected officials from global membership. Shortly after it’s inception, the American Forest and Paper Association (the main trade association of Big Timber) started it’s own certification program called the Sustainable Forestry Initiative (SFI). Despite splashy marketing, this certification program hasn’t been able shake its greenwashing reputation. Some of the worst offenders of the AF&PA - those who engage in clear cutting and single species tree farms - have all received SFI certification. FSC uses certification as a means to encourage sustainable timber harvest practices and SFI uses certification to clean up the appearance of widespread destructive practices.
Designers and consumers have to be careful. Labels can be deceiving and not all certification programs are equal. Add to the mix organizations that give preference to certain certifications. Use of FSC certified wood receives a point in the USGBC LEED program. By doing so, the USGBC has essentially endorsed that particular certification program. Any company selling product with that certification stands to financially benefit. These programs and third party backing have potential economic benefit.
Unfortunately, it can be difficult and terribly time consuming to do enough research to know which to trust and which are greenwash. There are increasing advertising regulations in the UK are attempting to combat unsupportable or misleading claims, but they don’t address certification programs. For now, consumers are on their own in determining credibility.
Written by Kevin O’Donnell, fundamentalist, at thread collaborative. To read more on similar subjects, please visit his web site here. Also, check out his previous posts in this series - Introduction, Buy Better Clothes,What’s the Big Deal With Portland, Green Facades, Cotton: The Fabric of Our Lives, Tool Sharing, Fog Catching, Energy Conservation, Cradle to Cradle Protocol, DIY Culture, and Buy Local.
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