This book by JGA Corp. is a virtual catalog of ideas for inspired retail design. It features work that is international in scope in innovative in content. These 1,000 touchpoints of brand identity include ...
By Linda Casey
Advances in mobile technology are increasing the number of consumer products with smart barcodes. Researchers at Organic Monitor are now seeing this technology encourage the development of more sustainable products. While mobile tech might be good news for the sustainable packaged products themselves, it also might lead to the demise of some eco-labels.
Eco-labels, the symbols and logos used to designate a product and/or its packaging as sustainable, are becoming nearly ubiquitous on foods, cosmetics, household cleaning products, textiles, furniture, and even toys. However, some consumers are becoming disillusioned with eco-labels because of the proliferation of these symbols and standards, which can add to the perception of a shortcoming in an eco-label’s standards or lack of transparency on the part of the accrediting organization.
Many shoppers can’t distinguish between Organic, Fairtrade, Rainforest Alliance, and other eco-labels. Adding to this confusion is the fact that many traditional eco-labels don’t have a Web-connected component and instead look at ethical/ecological aspects in isolation. Groups using these eco-labels usually have good intentions. The problem is that incomplete information presented by these labels can lead consumers to make buying decisions that don’t align with their values.
Researchers note that an organic apple from Latin America can have a higher environmental impact than a locally grown conventional one. Similarly, a fair trade coffee can give a positive social contribution to the African grower but still have an adverse effect on the environment.
Mobile devices enable consumers to get a wealth of information on products from their barcodes. Consumers seeking sustainable products can get details on a product’s environmental, social, and even economic footprint whilst shopping. Some brands use barcodes to “track and tell” a product’s origins. Some third-party organizations also use mobile technology to tell a product’s sustainability story.
U.S.-based GoodGuide’s (www.goodguide.com) mobile app helps consumers can get details on various health, environment and society parameters of their products. The GoodGuide gives ratings for almost 100,000 consumer products and companies. Some of GoodGuide’s results are surprising. For example, Nature’s Gate natural baby shampoo was found to be more toxic than a Johnson & Johnson’s conventional shampoo.
Mobile technology is befitting consumers benefit with easily accessible product information, but it also is placing a question mark hangs over the future of existing eco-labels. Will consumers use their mobile devices to find an exit route to the plethora of green symbols, including the more than 500 symbols and logos representing sustainable food products.
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