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Consumers Seek Unified Green “Seal of Approval”

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By: Sean Moloughney

Editor, Nutraceuticals World

About half of consumers in the U.S. feel there are too many green seals and certifications, according to research conducted by Harleysville, PA-based NMI, a strategic consulting, market research, and business development company. While seals do provide simplicity and proof, there are an overwhelming number of them. There are more than 400 registered green logos around the world.

To avoid “Green Seal Clutter,” three-fifths of U.S. consumers are looking for one overarching universal seal that crosses industries. The hundreds of green seals and certifications in the market make it difficult to know what each seal means, whether it’s credible, and hence make this simple solution desirable. 
 
Although the majority of consumers state they are more likely to buy products with green seals, few consumers, on average one-third or less, recognize and understand specific seals.  The recycled logo, the only exception, is the oldest in the market and the most recognized and understood green logo around the world.
 
For manufacturers, simply adding to the green seal clutter is not a solution that will be sustainable with consumers in the long run. The consequence of seal-clutter is diminished effectiveness of each individual seal.
 
NMI’s data on green consumers and their purchasing habits was collected through its LOHAS (Lifestyles of Health and Sustainability) Consumer Trends Database in an annual quantitative study focused on health and sustainability, corporate social responsibility, environmentalism, and social issues.

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